British brands are focusing on cause-driven marketing efforts this holiday season. From Stella Artois’ Christmas campaign highlighting its longstanding partnership with Water.org, to John Lewis’ promise to donate 10% of profits to charities supporting disadvantaged families, brands in the U.K. are tapping into young consumers’ affinity for corporate responsibility to make this holiday season a time of giving back. YPulse’s Corporate Social Responsibility research found that more than four in five young consumers in the U.S. believe that all brands should do some sort of social good work, and nearly as many actively seek out brands that support the causes they believe in. By focusing on goodwill, brands can make young consumers feel good about their holiday shopping. (Adweek)
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