# Socially Responsible Pop-Ups The H and M Beach Store is a Collaboration With WaterAid By Christopher DeLuca | Published 2011-07-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hm-beach-store References: [psfk](http://www.psfk.com/2011/07/springwise-shop-on-the-beach-with-hm-and-help-save-water.html) & [wateraid.org](http://www.wateraid.org/) The H&M Beach Store in the Netherlands is the result of the fashion apparel giant's collaboration with WaterAid. The garments sold at the [pop-up location](https://www.trendhunter.com/trends/inventive-retail-strategies) consist of a mix of items for men, women and kids. The great part about these sales is that 25 percent of all transactions are donated to WaterAid. What I particularly like about the H&M Beach Store is that the location serves both the companies' mission of selling garments and also serves as a perfect place for consumers to reflect on water issues. The H&M Beach Store is a [fantastic collaboration](https://www.trendhunter.com/trends/coach-and-poshmark). **Implications** - The green revolution has shaped the ethical decision making of youth consumers. This group is more likely to identify with brands that are [socially responsible](https://www.trendhunter.com/trends/zigzag-and-the-salvation-army). Companies should partner with a non-profit organization to take advantage of this growing pattern. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 23% | Activity: 77% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Ethical Consumerism:** Opportunity for companies to align with socially responsible values and attract youth consumers. - **Collaborative Partnerships:** Creating collaborations with non-profit organizations to showcase social responsibility and make a positive impact. - **Pop-up Retail:** Using temporary retail spaces to engage consumers and promote both products and social causes. ### Who This Affects Most - **Fashion Apparel:** Fashion brands can partner with non-profit organizations to create socially responsible pop-up stores and attract ethical consumers. - **Non-profit:** Non-profit organizations can collaborate with fashion brands to raise awareness and funds through pop-up stores with a social cause. - **Retail:** Retailers can explore the trend of pop-up stores to engage consumers and drive brand loyalty by incorporating social responsibility into their temporary locations. ## Related on Trend Hunter - [Eco-Friendly Retail Pop-Ups](https://www.trendhunter.com/trends/stella-mccartney-pop-up.md) - [Organic Cotton Beachwear](https://www.trendhunter.com/trends/hm-studio-1.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Vegan Sportswear Pop-Ups](https://www.trendhunter.com/trends/hylo-athletics.md) - [Inventive Retail Strategies](https://www.trendhunter.com/trends/inventive-retail-strategies.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Activism-Focused Apparel Capsules](https://www.trendhunter.com/trends/aeropostale-1.md) - [Sustainable Marketplace Pop-Ups](https://www.trendhunter.com/trends/mercari-pop-up.md) - [Mix-and-Match Aroma Installations](https://www.trendhunter.com/trends/hm-nolita-pop-up.md)