# Convenience Support Convenience retailers offer free meals to support local school children. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Oct 26, 2020 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/convenience-support ## Key Figures - Trend score: 1.4/10 - Evidence articles: 4 ## What is the Convenience Support trend? **Convenience Support:** Convenience retailers in Britain are showing their commitment to communities by stepping in to provide free school meals for local school children in need amid the holiday season. The initiative has grown nationwide, with many of these businesses registering on a dedicated online map to be more accessible for parents in need. ## The consumer insight behind the Convenience Support trend The global pandemic has caused a lot of economic strain as employees are laid off and business owners struggle to make a profit. As a result, many rely on government aid to support themselves and their families, however, when this aid is not enough, many consumers look locally for support. Consumers feel a sense of kinship to the local businesses they have been frequenting for years, and find some relief when these companies step up to help them during difficult times. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 26, 2020 - Published: Oct 26, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Convenience Support trend ### Community Support In times of economic strain, consumers look to local businesses for support and find relief when these companies step up to help them during difficult times. ## What the Convenience Support trend means for industry ### For Convenience Stores Convenience stores are stepping up to provide free meals to school children in need due to recent political and economic events. ### For Food Security The initiatives taken by these convenience stores highlight a need for more comprehensive and sustainable food security measures, affecting industries across the food supply chain. ### For Social Media Marketing Social media played a key role in these initiatives, highlighting a growing trend among businesses to prioritize community outreach and social responsibility in their marketing strategies. ## Workshop question How can your brand leverage a sense of community and support its consumers amid difficult times? ## Trend signals for Convenience Support Trend score 1.4 out of 10, from popularity 20%, activity 13%, freshness 9%. - Popularity: 20% - Activity: 13% - Freshness: 9% ## Examples of the Convenience Support trend 4 featured examples from Oct 26, 2020. - [Convenience Store Food Security Campaigns](https://www.trendhunter.com/trends/taras-londis): Tara's Londis is Giving Away Lunch to Children in Need (Category: Business) Implication: Convenience stores are redefining their role by addressing food security issues and offering free meals to children and families in need. - [Branded Free Kids Lunches](https://www.trendhunter.com/trends/sweet-treats-party-favours): Sweet Treats & Party Favours is Giving Students Lunch Over the Holidays (Category: Business) Implication: Convenience stores can participate in providing free lunch packages to students in need, attracting positive attention and customer loyalty. - [Children's Lunch Donations](https://www.trendhunter.com/trends/nisa-local-whitehills): Nisa Local (Whitehills) is Giving Students Free Lunch This Week (Category: Business) Implication: The food and beverage industry can take this opportunity to create more accessible and innovative solutions for food distribution to those in need. - [Convenience Store Food Donations](https://www.trendhunter.com/trends/st-johns-budgens): St John’s Budgens Fights Children's Food Poverty in New Campaign (Category: Social Good) Implication: Disruptive innovation opportunity: Leverage convenience stores as distribution points for food donations and community support initiatives. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)