Category
Lifestyle
Assisted Choices
2.7
Trend score
Trend
What is the Charity 2.0 trend?
Charity 2.0: Description - With tight marketing budgets, cutting-edge charities are pushing the boundaries when it comes to fundraising activities, publicity stunts (e.g. men walking in high heels for charity), leveraging technology (e.g. donating in virtual worlds and vending machine donations), and aligning with niche interests (fashion sales for charity).
Implications - What charities or issues resonate most with your consumers? What can your organization do to generate positive publicity in an unusual way for a good cause?
Trend themes
Themes within the Charity 2.0 trend
Three behaviours holding the trend together01
Vending for Charity
Opportunity for businesses to create vending machines for consumers to donate to charity while purchasing products.
02
Celebrity Designed Products for Charity
Creating limited edition products in collaboration with celebrities for fundraising events and auctions for charities can generate valuable publicity for both the cause and the brand.
03
Virtual Fundraising Events
Hosting virtual fundraising events like charity walks and coffee mornings can enable people from all over the world to donate and raise awareness for a cause without geographic or physical limitations.
Industry implications
What the Charity 2.0 trend means for industry
Where the trend changes the playbookFor
Retail
Retail businesses can create opportunities for consumers to donate to charity while purchasing products and may collaborate with charities to create fundraising events.
For
Fashion & Apparel
The fashion and apparel industry can collaborate with celebrities to create limited edition products, all proceeds of which could go towards fundraising events for charities.
For
Technology
The technology industry can create virtual events for fundraising causes, and provide easy-to-use technology solutions to charities that simplify donations and facilitate virtual event participation.
Trend signals
Trend signals for Charity 2.0
Trend score 2.7 out of 10, from popularity 33%, activity 40%, freshness 8%.
Popularity33%
Activity40%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Africa
Evidence
Examples of the Charity 2.0 trend
7 featured examples from Aug 21, 2006 to Sep 29, 2007CategoryUnique
Simplifying Donations
Charity Vending Machines
Opportunities exist for beverage companies to partner with charities and make donations more accessible to consumers via vending machines.
CategoryCelebs
Celebrities Design Swarovski Jackets for Charity
The fashion industry can capitalize on the trend of celebrity-designed fashion by creating collaborations and limited-edition collections that appeal to consumers seeking unique a…
CategoryCelebs
Deface Value
Phil Collins Albums Defaced by Celebrities for Charity
The collaboration between celebrities and artists to create genuine artworks from album sleeves opens up disruptive innovation opportunities for the art industry.
CategoryTech
Second Life Charity Event
World's Largest Coffee Morning
Charities and non-profits can explore virtual and online event opportunities to raise funds and increase awareness of their causes.
CategorySocial Good
Celebs Design Pumps For Charity
Ovarian Cancer Benefit
Fashion brands can explore collaborations with celebrities to create exclusive products for charity auctions, boosting brand visibility and supporting a cause.
CategoryLifestyle
Jumble Sales
Fashion Retailer Helps You Sell Your Clothing For Charity
Fashion retailers can organize jumble sales or similar initiatives to help customers sell unwanted items and contribute to charity, fostering goodwill and loyalty among shoppers.
CategorySocial Good
Social Investment Bank
First Charity Oriented Bank
Opportunity for banks to create a socially oriented financial institution focused on charity investments.
