Consumers want two things this Christmas: Consume and feel good about it

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November 25, 2021, 4:54 PM UTC

Brands should focus more on cause-driven marketing this Christmas

With the pandemic changing our perspective towards life, British brands are collaborating with charities and paying more attention to cause-driven marketing. For instance, Stella Artois’ campaign highlights its longstanding partnership with Water.org, a charity that provides access to safe water for people in the developing world.

Similarly, John Lewis is donating 10% of its profits from the sweater that features in its Christmas ad “Unexpected Guest”, while Dominoes is matching “doughnations” to its longstanding charity partner – Teenage Cancer Trust. While cause-driven marketing is nothing, this marketing tactic can be compelling.

Instead of leveraging the “passive” donation tactic, businesses can instil social impact in their storytelling and position their brand in a manner that feels authentic and memorable. Work closely and collaboratively with the charity partners of their choice and ensure they are meaningfully and helpfully engaging with the issue beyond a “limited edition.” Further, have an open mind and be a powerful catalyst for a real change.

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