Considering the year we’ve been through, it wouldn’t be hard to believe if goodwill were in short supply this Christmas season. In fact, 56% of Brits surveyed in our November QT said that they are less happy this year than they were last year (the QT, the7stars). The good news is, not even 2020 could dampen our charitable feelings during the most wonderful time of the year.

More than half of Brits are currently planning to maintain or increase their donations to charity (the QT, the7stars). The tireless efforts of charities to address the nation’s most pressing challenges, from health to hunger to homelessness, has helped to shore up confidence in a year when faith in institutions has crumbled. Charities are the third most trusted institution in the nation, after the NHS and the police, while the government and the financial system lag far behind (the QT, the7stars). People are putting their confidence, and their pounds, where they know they can make a positive difference.

This year may even have changed our outlook on presents – for the better. According to YouGov, 60% of Brits would be happy to receive a charitable donation in their name instead of a present this year (YouGov, 2020). Those who are shopping for gifts are also spending more conscientiously. Because of the pandemic, 52% of people have changed the way they shop online, including buying more second-hand items (Canvas8, 2020). A further 65% of Brits plan to carry on with the local shopping habit they have established, regardless of having restrictions or not (Canvas8, 2020).

A further testament to the strength of people’s charitable feelings is the positive response to brand campaigns that have tapped into this sentiment. From Papa John’s to M&S, brands are stepping up their support for charities this Christmas. John Lewis’s ‘Give a Little Love’ advert focused on kindness rather than gift-giving, and has seen a bigger increase in their consideration score than ‘Excited Edgar’ did last year (YouGov, 2020). Walkers’ ‘Sausage CaRoll’ TV and social campaign, starring YouTuber LadBaby and raising money for The Trussell Trust, has driven a word-of-mouth increase of 8.6 points among their key 18-34-year-old audience (YouGov, 2020). Although brands and companies on the whole have taken a hit in confidence levels alongside other institutions this year, they will do well if they remember that kindness isn’t just for Christmas, it’s for life.

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