# Co-Created Benefit Brands and creatives are working on collaborations for COVID-19 relief. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Apr 23, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/cocreated-benefit ## Key Figures - Trend score: 3.9/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 2 to Apr 23, 2020 - Published: Apr 23, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Co-Created Benefit trend ### Co-Creation Brands and creatives are working together to design unique products as relief efforts for COVID-affected individuals and businesses. ### Charitable Collaborations Trending charitable collaborations are giving back to communities impacted by COVID-19 and supporting independent businesses and essential workers. ### Artistic Wellbeing The Wellbeing Project and Amplifier are launching campaigns and competitions to promote mental health and stress management through artistic design. ## What the Co-Created Benefit trend means for industry ### For 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 for Co-Created Benefit Trend score 3.9 out of 10, from popularity 56%, activity 52%, freshness 9%. - Popularity: 56% - Activity: 52% - Freshness: 9% ## Examples of the Co-Created Benefit trend 4 featured examples from Apr 2 to Apr 23, 2020. - [Charitable Logo T-Shirts](https://www.trendhunter.com/trends/takashi-murakami-x-supreme): The Takashi Murakami x Supreme Shirt Supports Covid-19 Relief Efforts (Category: Fashion) Implication: Creating charitable merchandise to support relief efforts and contributing to the community during times of crisis. - [Artistic Wellbeing Projects](https://www.trendhunter.com/trends/the-wellbeing-project): The Wellbeing Project & Amplifier Aim to Support the Artist Community (Category: Art & Design) Implication: The mental health industry can explore partnerships with artist communities to provide support and resources for artists' well-being. - [Co-Created Apéritifs](https://www.trendhunter.com/trends/restaurant-project): The Restaurant Project by Haus Supports Restaurants During COVID-19 (Category: Lifestyle) Implication: The food and beverage industry can create more collaboration opportunities with restaurants, offering unique products and support during difficult times. - [Co-Created Charity Gins](https://www.trendhunter.com/trends/charity-gin): Salcombe Gin is Co-Creating Expressions with Fans on Social Media (Category: Lifestyle) Implication: Craft distilleries can leverage co-creation and social media collaboration to create unique and personalized products that resonate with their customers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)