Pop-Up for Social Good: Give Back and Get More

Loyalty to the brand has changed: millennials are looking for social good.

The younger generation is more inclined to support charities and companies that align with them. Their parents are also jumping onboard.

Although this trend is not revolutionary, it’s growing rapidly and shows no sign of slowing down. All industries are paying attention – they actively tie themselves to charitable Initiatives, from Microsoft’s support for girls in STEM to Shazam’s Alzheimer’s awareness campaign.

Are you looking for the most memorable social good movements? Pop-ups.

There are two ways to promote a cause. These are some ways to make your initiative shine:

Take advantage of timing

Timing is key to social good. Months and days are dedicated to recognizing specific causes or educational initiatives. Make sure your pop-up is memorable. Keep your pop-up on time. You can think of the possibilities for a pop up on Earth Day, April 22, or a month-long campaign to celebrate LGBT Pride in June.

Harry’s, a popular shaving company has tied its name to Movember to increase awareness about men’s health. To reward participants, the company launched limited edition razors and donated thousands of dollars to the cause. They could do more and make a bigger impact by launching a retail pop-up that will reinforce their commitment. Let’s celebrate the end to the long hairy month by holding a pop-up shave event for participants. It can be used to introduce men to all the products, not just razors.

There are a number of ways to tie your brand to a cause. Brands launched several marketing campaigns to encourage consumers with messages about gender equality in light of International Women’s Day. They didn’t succeed in promoting gender equality. Why? They weren’t real. They weren’t genuine.

While consumers want social goodness, they are also dissatisfied by corporate greed. Pop-ups that are socially responsible or cause-driven need to go beyond a simple message of support. They must directly benefit the causes they celebrate. Follow the example of millennials and make sure your money (or corporate message!) is where it’s needed most.

You can even put your commitment into practice. Pop-ups are a great way to implement your commitment. Pop-ups are exciting, spatially controlled, and time sensitive, making them ideal for charity demonstrations, interaction, and engagement. Pop-ups can be used as an extension of your retail marketing strategy.

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Your story is yours

Pop-ups do not have to be tied down to a calendar. A pop-up can be used to announce a change in your brand’s corporate message. Are you pledging to support sustainability and other eco-friendly practices? Do you want to direct your charity spending towards poverty? Pop-up events are a great way to do this.

Pop-ups can be more than just a fun way to show your brand and offer a new approach to retail customers. Pop-ups are loud and memorable. The event can be used to announce something larger – something that will become a part of your company’s fabric.

To increase your impact, partner up

Actively partnering with a charitable or non-profit organization is the best way to cement your commitment to a cause. This allows for seamless branding and your customers will be able to see the impact of your initiatives as well as the concrete ways that you are giving back.

Partnerships open up new avenues for potential customers. These pop-ups allow you to connect directly with non-profit audiences, impress them with creativity and commitment, and win their patronage.

It also benefits your customers by opening their eyes to a charity they might not be aware of. Lacoste has. The brand “alligator”, which is based in New York, awakens its fans to endangered animals by reminding them with every sweater or t-shirt they wear.