# Wealth Gap Pop-Ups Oxfam's Pie Society Served the People’s Pie & Mash and The Upper Crust Special By Laura McQuarrie | Published 2026-01-21 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/pie-society References: [famouscampaigns](https://www.famouscampaigns.com/2026/01/oxfam-serves-67m-pie-in-playful-pop-up/) & [oxfam.org.uk](https://www.oxfam.org.uk/media/press-releases/oxfam-to-unveil-worlds-most-expensive-pie-and-calls-on-the-upper-crust-to-pay-their-fair-share-in-tax/)  For one day only, Oxfam opened the doors to a 'Pie Society' [pop-up](https://www.trendhunter.com/trends/the-golden-flake-tavern) at Hoxton’s F. Cooke in London to raise awareness about its stance on a fairer taxation system. To demonstrate how a 2% wealth tax could work, Oxfam's Pie Society served classic [pie and mash dishes](https://www.trendhunter.com/trends/action-against-hunger-and-walls-pastry), but at different prices for people with different levels of assets. While the '[People’s Pie & Mash](https://www.trendhunter.com/trends/peoples-choice-cider)' was on the menu for £6, 'The Upper Crust Special' reflected a £67 million portion for Britain’s super-rich. Pie Society's doors opened to coincide with the World Economic Forum, bringing awareness to the fact that Britain’s billionaires gain enough in 10 minutes to cover a year’s worth of groceries. Speaking on the wealth tax, Rhaea Russell-Cartwright, Director of Racial Justice and Equalities at Oxfam, said, “It’s as easy as pie. Unless you know some very wealthy people, even your richest friend’s richest friend wouldn’t get a bill." Image Credit: Oxfam ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 38% | Activity: 44% | Freshness: 61% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### What's Driving This Trend - **Wealth-visibility Events:** Experiential pop-ups highlighting economic disparity like Oxfam's Pie Society offer a new way to engage the public in discussions about wealth inequality. - **Dynamic Pricing Demonstrations:** Pop-ups utilizing tiered pricing models showcase potential tax reforms in a tangible and relatable manner, bridging awareness with experiential learning. - **Food-based Social Campaigns:** Culinary initiatives like themed pop-up restaurants are transforming into effective platforms for raising awareness on socio-economic issues, blending activism with gastronomy. ### Who This Affects Most - **Experiential Marketing:** The convergence of activism and marketing through pop-up events exemplifies how brands can creatively communicate social messages while engaging consumers. - **Social Impact Retail:** Retail concepts embracing social impact elements present unique opportunities for fostering community discussions and driving change through innovative business models. - **Food and Beverage:** The evolving role of food experiences in advocating for economic and social issues paints a picture of how the F&B industry can adapt to incorporate purpose-driven initiatives. ## Related on Trend Hunter - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Youth-Focused Accessible Digital Labs](https://www.trendhunter.com/trends/digital-labs.md) - [Glowing Equality-Promoting Headphones](https://www.trendhunter.com/trends/inequality-crusher.md) - [Social Good Computer Drives](https://www.trendhunter.com/trends/technological-barriers.md) - [Gender Equality Wine Collections](https://www.trendhunter.com/trends/disrupt-now-collection.md) - [Prolonged Activism Campaigns](https://www.trendhunter.com/trends/stay-in-the-fight.md) - [Awareness-Raising Poverty Campaigns](https://www.trendhunter.com/trends/unaccept-inequality.md) - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md) - [Inequalities-Focused Exhibition Forums](https://www.trendhunter.com/trends/international-exhibition.md)