Category
Lifestyle
Assisted Choices
Trend cluster
Category
Food
Charity
The food and beverage industry aims to support people amidst the COVID-19 crisis.
4.5
Trend score
Trend
What is the Food Charity trend?
Food Charity: Brands within the food and beverage space are aiming to reduce the impact of COVID-19 on communities by contributing in various ways. Whether it's shifting production to create hygiene products, donating to relief efforts or trying to improve community morale, these brands are looking to do their part in reducing consumer stress in unprecedented times.
Insight
The consumer insight behind the Food Charity trend
The mental, physical and economic uncertainties people are currently facing have had an impact in a number of ways. Consumers are dealing with illness or setbacks to their mental health, and many are struggling financially as lay-offs and suspensions to the economy take their toll. Though branded intervention isn't a cure-all, people are looking for both small and large ways to either support others, or to receive the support they need--and brands facilitating that process leave an impression.
Trend themes
Themes within the Food Charity trend
Three behaviours holding the trend together01
Brand Social Responsibility
Brands within the food and beverage industry are shifting their efforts to reduce the impact of COVID19 on communities and emphasizing social responsibility.
02
Charitable Donations
Brands are donating financial and food assistance to various organizations to support vulnerable populations, including low-income seniors, restaurant workers, and those dealing with food insecurity.
03
Creative Lifestyle Campaigns
Brands are launching innovative campaigns to encourage social distancing while maintaining a connection with communities, with an emphasis on unique lifestyle ideas like front yard cookouts that promote public welfare and charitable donations.
Industry implications
What the Food Charity trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry is leading the way in social responsibility and charitable donations during the COVID-19 pandemic.
For
Hospitality
The hospitality industry is struggling during the pandemic and is a key recipient of support from various charitable organizations and donations.
For
Non-Profit
Non-profit organizations are stepping up their efforts to provide support to vulnerable seniors and low-income communities dealing with food insecurity through charitable donations and innovative initiatives like LifeCrates.
Workshop question
How could your brand contribute to COVID relief efforts?
Trend signals
Trend signals for Food Charity
Trend score 4.5 out of 10, from popularity 67%, activity 59%, freshness 9%.
Popularity67%
Activity59%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Food Charity trend
5 featured examples from Mar 18 to Apr 21, 2020CategorySocial Good
Charitable Coronavirus Cookbooks
The New Family Meal Cookbook Supports Restaurant Worker Relief
Publishing companies can support industries in crisis by releasing charitable cookbooks with popular chefs and food industry professionals.
CategorySocial Good
Social Distancing Bbq Ad
Oscar Mayer is Encouraging Social Distancing in a New Charitable Campaign
Brands in this industry can explore innovative ways to promote social distancing-friendly dining experiences and align with charitable initiatives.
CategoryLifestyle
Distillery Hand Sanitizer Production
Toronto's Spirit of York is Producing Hand Sanitizer
The production of hand sanitizers by distilleries can disrupt the personal hygiene market.
CategorySocial Good
Senior Food Delivery Initiatives
LifeCrates is a Non-Profit That Supports Low-Income Seniors
The food and beverage industry can explore creating senior-friendly products and meals, as well as partnering with nonprofits like LifeCrates to support their initiatives.
CategorySocial Good
QSR-Branded Charitable Donations
Starbucks Canada Donates $1M to Help Canada’s Food Crisis
Disruptive innovation opportunity: Implement technology-driven solutions to improve the storage, distribution, and tracking of food bank supplies for increased efficiency and impa…
