Category
Lifestyle
Assisted Choices
Trend cluster
Category
Charitable
Enrollment
Consumers enroll in services for the sake of social good.
4.0
Trend score
Trend
What is the Charitable Enrollment trend?
Charitable Enrollment: As consumers become more socially aware, they are more likely to search for ways to contribute to making the world a better place. Rather than seeking personal rewards, many consumers are being motivated by charitable intentions when it comes to enrolling for memberships and services, revealing a desire to achieve personal fulfillment through social good.
Trend themes
Themes within the Charitable Enrollment trend
Three behaviours holding the trend together01
Charitable Participation
Consumers are increasingly motivated by charitable intentions rather than personal rewards when enrolling in memberships and services, revealing a strong desire for personal fulfillment through social good.
02
Hunger Relief Apps
Charity games like Hunger Crunch which combine gaming and social good appeal to many consumers, presenting opportunities for innovation across both industries.
03
Corporate Social Responsibility
Startup companies are increasingly recognizing and prioritizing their roles in corporate social responsibility initiatives as consumers become more concerned with ethical business practices.
Industry implications
What the Charitable Enrollment trend means for industry
Where the trend changes the playbookFor
Hospitality
Hotels and other hospitality organizations can attract socially-conscious consumers and promote their brand by creating volunteer and charitable programs for guests.
For
Mobile Gaming
Mobile gaming platforms can take advantage of the trend for charity games to create new and innovative products that appeal to consumers' social conscience while providing entertainment.
For
Social Organizations
The trend towards social betterment groups like the Ivy Clubs offers opportunities to build communities of people with common interests and values to share experiences and potentially spark new ideas for innovation.
Workshop question
How does your brand align with the growing value consumers place on doing social good?
Trend signals
Trend signals for Charitable Enrollment
Trend score 4.0 out of 10, from popularity 69%, activity 45%, freshness 8%.
Popularity69%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Charitable Enrollment trend
6 featured examples from Oct 10, 2014 to Aug 19, 2016CategoryLifestyle
Social Betterment Groups
Ivy Club Members Take Pride in Being Leaders in Thought & Innovation
Social organizations like Ivy Clubs can leverage collaborative innovation and create a platform for social, intellectual, and cultural endeavors.
CategoryWorld
Volunteer-Rewarding Packages
The Ritz-Carlton Do Good, Feel Good Package Offered a Luxury Upgrade
Luxury hotels and resorts can embrace volunteer rewarding packages as a way to attract socially conscious travelers and enhance their brand image.
CategorySocial Good
Philanthropic Startup Movements
The Corporate Social Responsibility Initiative Lets Companies Help
Disruptive innovation opportunity: Develop AI-powered chatbots that help companies manage and communicate their CSR initiatives effectively.
CategoryTech
Hunger-Fighting Apps
Hunger Crunch's Charity Game Staves Off Fictive & Real World Hunger
The mobile gaming industry can incorporate in-app purchases and virtual experiences to support charitable missions.
CategoryLifestyle
Coffee Shop Adoption Initiatives
The Kitsap Humane Society is Taking Adoptable Dogs to Starbucks
Bringing adoptable dogs to coffee shops opens up new channels for connecting with potential pet owners and increases the chances of successful adoptions.
CategoryBusiness
Local Membership Cards
Goloco Connects People to Local Businesses and the Community
Introduce a membership program to support local retail shops while promoting community involvement and charitable giving.
