# Unfair Advent Calendars Tony’s Chocolonely Countdown Calendar Challenges the Chocolate Industry By Laura McQuarrie | Published 2024-01-03 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/tonys-chocolonely-countdown-calendar References: [designtaxi](https://designtaxi.com/news/426025/Tony-s-Chocolonely-s-Chocolate-Advent-Calendars-Have-Empty-Windows-On-Purpose/) & [tonyschocolonely](https://tonyschocolonely.com/uk/en/why-our-calendar-is-unequally-divided?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  Consumers expect [chocolate advent calendars](https://www.trendhunter.com/trends/hotel-chocolat-everything-advent-calendar) to be filled with chocolate and [Tony’s](https://www.trendhunter.com/trends/tonys-chocolonely-advertisement) Chocolonely Countdown Calendar sparked confusion and questions because of one window being left empty. This was done intentionally by the ethical chocolate company in an attempt to bring attention to the not-so-sweet side of chocolate production and the unfair labor practices that dominate the industry. "Our bars are unequally divided to represent inequality in the chocolate industry, and other products are designed this way too," the brand details on its site, "Our [countdown calendar](https://www.trendhunter.com/trends/dandelion-chocolate-advent-calendar) is also unequally divided – 25 tiny Tony’s split over 24 windows. #8 has no tiny, #9 and #24 have two tinys to illustrate this." Although controversial, the unequally divided chocolate advent calendar succeeded as a conversation starter about fairness across the industry. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 73% | Activity: 79% | Freshness: 19% - 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) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### Why This Trend Is Growing - **Ethical Advent Calendars:** Ethical chocolate company Tony’s Chocolonely sparked conversation about unfair labor practices in the chocolate industry with its unequally divided advent calendar. - **Consumer Awareness:** The intentionally empty window in Tony’s Chocolonely advent calendar brought attention to the not-so-sweet side of chocolate production, highlighting the need for consumer awareness. - **Industry Accountability:** Tony’s Chocolonely Countdown Calendar prompted questions and challenges to the chocolate industry, calling for greater accountability and fairness. ### Industries Being Reshaped - **Confectionery:** The unequally divided chocolate advent calendar highlights an opportunity for the confectionery industry to address unfair labor practices and improve supply chain transparency. - **Sustainable Brands:** Sustainable chocolate brands can leverage consumer interest in ethical advent calendars to differentiate themselves and drive positive change in the industry. - **Consumer Goods:** The Tony’s Chocolonely Countdown Calendar serves as a reminder for the consumer goods industry to prioritize ethical sourcing and support fair trade practices. ## Related on Trend Hunter - [Textural Chocolate Advent Calendars](https://www.trendhunter.com/trends/kinder-holiday-mix-countdown-calendar.md) - [Dark Chocolate Advent Calendars](https://www.trendhunter.com/trends/coxco-advent-calendar.md) - [Eco-Friendly Chocolate Advent Calendars](https://www.trendhunter.com/trends/alter-eco-advent-calendar.md) - [Mindful Advent Calendars](https://www.trendhunter.com/trends/playin-choc-advent-calendars.md) - [Oceanic Chocolate Advent Calendars](https://www.trendhunter.com/trends/guylian-advent-calendar.md) - [Festive Advent Campaigns](https://www.trendhunter.com/trends/advent-campaign.md) - [One-Door Advent Calendars](https://www.trendhunter.com/trends/lidl-day-1-advent-calendar.md) - [Vegan-Friendly Advent Calendars](https://www.trendhunter.com/trends/happi-advent-calendar.md) - [Wrestler-Themed Chocolate Commercials](https://www.trendhunter.com/trends/tonys-chocolonely-advertisement.md)