# Food Charity The food and beverage industry aims to support people amidst the COVID-19 crisis. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Apr 27, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/food-charity ## Key Figures - Trend score: 4.5/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 18 to Apr 21, 2020 - Published: Apr 27, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [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, Asia ## Themes within the Food Charity trend ### 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. ### 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. ### 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. ## What the Food Charity trend means for industry ### For 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 for Food Charity Trend score 4.5 out of 10, from popularity 67%, activity 59%, freshness 9%. - Popularity: 67% - Activity: 59% - Freshness: 9% ## Examples of the Food Charity trend 5 featured examples from Mar 18 to Apr 21, 2020. - [Charitable Coronavirus Cookbooks](https://www.trendhunter.com/trends/family-meal-cookbook): The New Family Meal Cookbook Supports Restaurant Worker Relief (Category: Social Good) Implication: Publishing companies can support industries in crisis by releasing charitable cookbooks with popular chefs and food industry professionals. - [Social Distancing Bbq Ad](https://www.trendhunter.com/trends/oscar-mayer-1): Oscar Mayer is Encouraging Social Distancing in a New Charitable Campaign (Category: Social Good) Implication: Brands in this industry can explore innovative ways to promote social distancing-friendly dining experiences and align with charitable initiatives. - [Distillery Hand Sanitizer Production](https://www.trendhunter.com/trends/torontos-spirit-of-york): Toronto's Spirit of York is Producing Hand Sanitizer (Category: Lifestyle) Implication: The production of hand sanitizers by distilleries can disrupt the personal hygiene market. - [Senior Food Delivery Initiatives](https://www.trendhunter.com/trends/lifecrates): LifeCrates is a Non-Profit That Supports Low-Income Seniors (Category: Social Good) Implication: 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. - [QSR-Branded Charitable Donations](https://www.trendhunter.com/trends/starbucks-canada-1): Starbucks Canada Donates $1M to Help Canada’s Food Crisis (Category: Social Good) Implication: Disruptive innovation opportunity: Implement technology-driven solutions to improve the storage, distribution, and tracking of food bank supplies for increased efficiency and impa… ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)