People with higher incomes seek out convenient ways to donate
Implications - Those with class privilege and wealth are seeking out ways to donate via platforms that are less time-consuming and/or directly related to maintaining their lifestyles. This shift caters to affluent consumers' desire to meet their personal philanthropic goals, without inconveniencing ways of life that they have grown accustomed to.
Workshop Question - How can your brand promote positive change in a way that doesn't negatively affect its bottom line?
Trend Themes
1. Convenient Donations - Affluent consumers are seeking out platforms that are less time-consuming and/or directly related to maintaining their lifestyles to donate, leading to opportunities for charities to collaborate with businesses to create unique donation platforms.
2. Dispersing Privilege - Initiatives like Resource Generation mobilize wealthy and privileged individuals to donate and get involved in various causes, providing an opportunity for businesses to partner with charitable initiatives to create social impact and address issues of wealth, class and racialization.
3. Charitable Collaborations - Luxury brands like Harrods and NSPCC partner to open pop-up shops that benefit charity, indicating a growing opportunity for other businesses to partner with charitable organizations in creative and mutually beneficial ways to drive social impact and meet consumer demands for corporate social responsibility.
Industry Implications
1. Travel and Tourism - Charitable travel platforms like Bedforest offer guests the chance to book vacation rentals and make donations to charity at the same time, indicating an opportunity for the travel industry to create responsible and ethical tourism ventures that meet consumer demands for socially responsible travel options.
2. Volunteerism - Family-focused voluntourism with companies like Me to We encourages meaningful volunteer work around the globe, pointing to an opportunity for companies to foster social impact and promote corporate social responsibility through philanthropic initiatives.
3. Luxury Retail - Charitable collaborations between high-end fashion brands and charitable organizations like Harrods' Fashion Re-Told pop-up provide an opportunity for luxury retail brands to engage in corporate social responsibility initiatives, address social issues, and meet consumer demands for socially conscious luxury shopping options.
