# Charitable Co-Branding Brands use the popularity of collaborations to show off a charitable side. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Oct 28, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/charitable-cobranding ## Key Figures - Trend score: 4.8/10 - Evidence articles: 4 ## What is the Charitable Co-Branding trend? **Charitable Co-Branding:** Influencers and brands are collaborating to create products and events that serve a socially conscious function. As partnerships tend to attract attention on that basis alone, more brands are using these opportunities as a way to display a charitable side of their company through donation or fundraising. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 9, 2014 to Dec 21, 2015 - Published: Oct 28, 2014 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Charitable Co-Branding trend ### Co-Branding for Charity More brands are using co-branding opportunities as a way to display a charitable side of their company through donation or fundraising. ### Eco-Friendly Fashion Environmental consciousness is now being leveraged as an advantage when it comes to product popularity, especially through the use of sustainable materials. ### Charitable Retail Installations Interactive retail installations are designed to promote goodwill and encourage customers to do charitable acts. ## What the Charitable Co-Branding trend means for industry ### For Fashion Industry Fashion brands are using co-branded opportunities to showcase environmentally friendly or sustainable products, leading to potential partnerships with consumers focused on earth-friendly products. ### For Celebrity/Model Collaborations Collaborations between celebrities or high-profile models and related brands increases the pop culture appeal and reach of a product or service in a broader market. ### For Retail Industry Interactive installations within the retail industry can be designed to engage consumers with a charitable cause, potentially driving sales and brand loyalty. ## Trend signals for Charitable Co-Branding Trend score 4.8 out of 10, from popularity 80%, activity 57%, freshness 8%. - Popularity: 80% - Activity: 57% - Freshness: 8% ## Examples of the Charitable Co-Branding trend 4 featured examples from Mar 9, 2014 to Dec 21, 2015. - [Charitable Retail Installations](https://www.trendhunter.com/trends/gap-campaign): The Bombas & Gap Campaign Consists of a Good Deed-Powered Machine (Category: Social Good) Implication: Integrating charitable installations and devices into retail spaces can provide brands with new opportunities for customer engagement and social impact. - [Selfie Fashion Auctions](https://www.trendhunter.com/trends/the-selfie-collection): The Selfie Collection is Presented by the Nokia Lumia 735 Smartphone (Category: Social Good) Implication: Charitable organizations can adopt innovative strategies to fundraise online and engage with social media influencers to support their cause. - [Model-Designed Sunnies](https://www.trendhunter.com/trends/karlie-kloss-x-warby-parker-sunglasses): The Karlie Kloss x Warby Parker Sunglasses is Timelessly Feminine (Category: Fashion) Implication: Celebrity collaborations offer opportunities for established fashion brands to expand their reach and appeal to new consumers. - [Eco-Friendly Jean Designs](https://www.trendhunter.com/trends/raw-for-the-oceans): 'RAW for the Oceans 'Jeans are Fashionable and Good for the Environment (Category: Eco) Implication: The fashion industry has the opportunity to create sustainable clothing options that appeal to environmentally-conscious consumers. ## Recent trend clusters - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) - [Portable Power](https://www.trendhunter.com/protrends/portable-power1) (Tech) - [Creatine Formats](https://www.trendhunter.com/protrends/creatine-formats) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)