How British Brands Are Gamifying Kindness This Christmas

Treading the fine line between collaboration and coercion when it comes to cause-driven marketing.

Consumers at Christmastime essentially want two things: to consume and to feel good about it. And with an entirely new patch of grey hairs dedicated to the pandemic, we’re all in desperate need of a bit of feel-good positivity this year. So it’s little wonder that we’re seeing a flurry of cause-driven advertising hit our screens during this season of goodwill.