# Hunger-Fighting Candle Promotions IKEA Canada Launches a One-Day Pay-What-You-Candle Initiative By Grace Mahas | Published 2022-12-07 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/oneday-paywhatyoucandle-initiative References: [ikea](http://www.ikea.ca)  IKEA Canada is getting into the spirit of giving with a Pay-What-You-Candle holiday initiative for one day only on December 13, 2022. The company will donate all proceeds to Second Harvest, Canada's largest food rescue organization, to support with creating a lasting, positive change for people and the planet. This initiative coincides with the traditional Swedish holiday, Santa Lucia's Day. In a candlelit procession, this festive celebration has been celebrated for many centuries and coincides with the longest night of the year. "Our Pay-What-You-Candle initiative is designed to shine a light on the spirit of the season as Canadians prepare for the holidays. We hope customers will want to give what they can for their candle, knowing it will bring light and warmth to their home and to others, with 100% of the proceeds supporting Second Harvest,” said Bruno Dumas, Head of Commercial Operations at IKEA Canada. Image Credit: IKEA ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 23% | Activity: 59% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) ## Key Themes ### What Makes This Trend Stand Out - **Socially Responsible Initiatives:** Businesses can take advantage of the trend towards socially responsible initiatives by launching campaigns that support worthy causes like food rescue and hunger relief. - **Sustainable Product Design:** There is a growing demand for sustainable and eco-friendly products, including candles which can be made from natural materials and biodegradable components, creating an opportunity to innovate in sustainable product design. - **Candlelit Celebrations:** Businesses can capitalize on the popularity of candlelit celebrations during the holiday season by offering special promotions and events that feature candles and other festive decor. ### Sectors Adopting This - **Home Decor:** The home decor industry can take advantage of the trend towards socially responsible initiatives and sustainable product design by creating and marketing eco-friendly candles and other products that support worthy causes. - **Food Rescue:** The food rescue industry can benefit from partnerships with businesses that support hunger relief efforts by donating a portion of proceeds from select products or events. - **Hospitality:** The hospitality industry can leverage the trend towards candlelit celebrations during the holiday season by incorporating candles and other festive decor into their establishments, or by hosting events that feature candlelit themes. ## Related on Trend Hunter - [LGBTQI+-Supporting Furniture Brand Partnerships](https://www.trendhunter.com/trends/rainbow-railroad.md) - [Charitable Scented Candles](https://www.trendhunter.com/trends/charitable-scented-candle.md) - [Furniture Brand Green Friday Campaigns](https://www.trendhunter.com/trends/green-friday-campaign.md) - [Festive Showroom Eateries](https://www.trendhunter.com/trends/seasons-eatings-at-ikea.md) - [Limited-Edition Holiday Candles](https://www.trendhunter.com/trends/little-golden-glows.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Festive Tableware Drops](https://www.trendhunter.com/trends/ikea-and-gustaf-westman.md) - [Low-Cost Restaurant Meals](https://www.trendhunter.com/trends/restaurant-meal-prices.md) - [Time-Limited Menu Items](https://www.trendhunter.com/trends/ikea-singapore-1.md)