With Thanksgiving just a week away, the holiday season is officially in full swing. And, so is this season’s holiday shopping.
On that note, one of my favorite communications agencies, Cone LLC, just released a study today that indicates that shoppers are looking for ways to support causes while doing their holiday shopping. According to the 2010 Cone Holiday Trend Tracker, “nearly nine-in-10 consumers (89%) want companies to support causes this holiday season, and 78 percent want to be personally engaged in these efforts. Getting a jump on their shopping, half (49%) of Americans say they have already purchased or plan to purchase a holiday gift that supports a cause this year.” (Related post: You Shop, They Donate)
I’m thrilled to see that the United Nations has its finger on the American pulse. Just two days ago on November 15, 2010, the UN Foundation held a reception for its Girl Up Campaign in New York, hosted by Ivanka Trump, the new face of the campaign. During the reception, Ivanka, and her fine jewelry partners at London Jewelers brought together the jewelry world to raise awareness and funds for Girl Up, which will ultimately provide the world’s hardest-to-reach adolescent girls with basic needs such as access to school supplies, clean water, life-saving health services, safety from violence, and more. Here's the blog post written by Ivanka about the event, published just yesterday.
In an effort to raise funds for Girl Up, Ivanka Trump has developed a sterling silver Girl Up bracelet, retailing for $30, of which 100% of proceeds benefit the organization.
What excites me most about this campaign is that the UN Foundation has very intelligently developed a campaign with two critical components: (1) a celebrity spokesperson and (2) a product that benefits charity.
I hope to see other similarly structured campaigns this holiday season. If you spot any, let us know. And, if you’re looking to do a little shopping of your own, stop by Glamour Gone Good’s shop, which features fashionable items that benefit women and girls.