While #Thanksgiving, #BlackFriday and #CyberMonday are typically associated with consumption, the long weekend concludes with a day dedicated to giving back. Eleven years ago, the 92nd Street Y and United Nations Peace Foundation announced #GivingTuesday, a day encouraging consumers to #donate to philanthropic causes. And with more than half of consumers willing to pay more for products from brands that are committed to social impact, #brands immediately joined in on the fun and began donating portions of proceeds towards charitable organizations. Online grocer, Instacart partnered with leading CPG companies Keurig Dr Pepper Inc., Dole Food Company and OLIPOP PBC for a commitment to donate one serving of fruits and vegetables (up to a collective total of 1 million servings) for every dollar spent to #PartnershipForAHealthierAmerica. Activewear brand Vuori partnered with charity: water to donate $1 from every sale. Each donation equates to 1,100 liters of clean drinking water and the brand has committed to a minimum donation of $10,000. JD Beauty Group / Wet Brush collaborated with Newman's Own, Inc. to create a limited edition detangling brush featuring the iconic actor’s image on the package. 100% of the profits from will be donated to Newman’s Own Foundation, which will grant the funds to organizations such as SeriousFun Children's Network. With socks being one of the most requested items of need from the homeless, Hanesbrands Inc. heeded the call to action and donated one pair of socks for every purchase made through it’s website. Finally, because animals need care too, for every purchase made in the month of December, online pet retailer Chewy will donate up to $1 million in pet food and supplies to #GreaterGoodCharities. Chewy’s site also features a wish list feature for shelters and rescue centers, allowing consumers to donate directly thought their platform. The total estimated donations from 2023’s Giving Tuesday are $3.1 billion. Beanstalk’s #CulturalIntelligence stays #OneStepAhead. Stay tuned for weekly insights about what’s hot across industry, consumer and product segments. Want to learn about what’s trending and how to leverage those trends for your business? Reach out to Todd Kaufman (todd.kaufman@beanstalk.com) and Meredith G. Robbins(meredith.robbins@beanstalk.com) to learn more about how you could get started with bespoke trend reports.
