Category
Lifestyle
Assisted Choices
Trend cluster
Category
Co-Created
Benefit
Brands and creatives are working on collaborations for COVID-19 relief.
3.9
Trend score
Trend
What is the Co-Created Benefit trend?
Co-Created Benefit: Brands are collaborating with other brands, creative professionals, and even their fans to co-design unique products. These projects are launched as relief efforts for independent businesses and individuals who have been strongly affected by the COVID-19 pandemic.
Insight
The consumer insight behind the Co-Created Benefit trend
Consumers are experiencing the impact of the COVID-19 lockdown and those in a position to help are looking for accessible ways to do so. As a result, many are opting for products and initiatives that are launched as relief efforts for independent businesses, essential workers, and communities who have been severely impacted. In doing so, consumers feel more at ease as they have contributed to solving a problem brought on by this uncertain time.
Trend themes
Themes within the Co-Created Benefit trend
Three behaviours holding the trend together01
Co-Creation
Brands and creatives are working together to design unique products as relief efforts for COVID-affected individuals and businesses.
02
Charitable Collaborations
Trending charitable collaborations are giving back to communities impacted by COVID-19 and supporting independent businesses and essential workers.
03
Artistic Wellbeing
The Wellbeing Project and Amplifier are launching campaigns and competitions to promote mental health and stress management through artistic design.
Industry implications
What the Co-Created Benefit trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
These trends can inspire marketing and advertising professionals to create impactful and meaningful campaigns for their clients and brands.
For
Food and Beverage
The collaborative and charitable spirit seen in these trends can be adapted to the food and beverage industry to support affected restaurants and create unique products for good causes.
For
Art and Design
With the emphasis on co-creation and artistic design to support mental health and wellbeing, this movement can inspire artists and designers to create engaging and impactful campaigns with a purpose.
Workshop question
How might your brand orchestrate relief efforts for a community in need?
Trend signals
Trend signals for Co-Created Benefit
Trend score 3.9 out of 10, from popularity 56%, activity 52%, freshness 9%.
Popularity56%
Activity52%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Co-Created Benefit trend
4 featured examples from Apr 2 to Apr 23, 2020CategoryFashion
Charitable Logo T-Shirts
The Takashi Murakami x Supreme Shirt Supports Covid-19 Relief Efforts
Creating charitable merchandise to support relief efforts and contributing to the community during times of crisis.
CategoryArt & Design
Artistic Wellbeing Projects
The Wellbeing Project & Amplifier Aim to Support the Artist Community
The mental health industry can explore partnerships with artist communities to provide support and resources for artists' well-being.
CategoryLifestyle
Co-Created Apéritifs
The Restaurant Project by Haus Supports Restaurants During COVID-19
The food and beverage industry can create more collaboration opportunities with restaurants, offering unique products and support during difficult times.
CategoryLifestyle
Co-Created Charity Gins
Salcombe Gin is Co-Creating Expressions with Fans on Social Media
Craft distilleries can leverage co-creation and social media collaboration to create unique and personalized products that resonate with their customers.
