Consumers are becoming increasingly interested in brands that have a positive social impact. As a result, many FMCG companies are finding ways to connect everyday purchases with charitable causes. Rather than simply selling products, these brands use their profits or sales campaigns to support organisations working on issues such as poverty, healthcare, education and access to clean water. This gives consumers an opportunity to support a good cause through products they would be buying anyway.
One well-known example is Who Gives A Crap, a toilet paper and household paper brand. The company donates 50% of its profits each year to organisations working in water, sanitation and hygiene. Its donations support projects that aim to provide communities around the world with access to clean water, toilets and sanitation. This means that a simple household purchase can contribute towards addressing major global health and sanitation challenges.
Another example is ASDA's Tickled Pink campaign, which raises money for breast cancer charities. During its 2025 campaign, selected Tickled Pink products donated a minimum of 10% of the purchase price to Breast Cancer Now and CoppaFeel!, with the money divided between the two charities. Campaigns such as this demonstrate how retailers can use popular everyday products to encourage charitable giving while also raising awareness of important causes.
Lush is another consumer brand that has made charitable giving an important part of its business. Its Charity Pot product was created to raise money for grassroots organisations working in areas such as animal protection, human rights and environmental issues. Lush states that 100% of the retail price of Charity Pot, excluding government taxes, was donated to these causes. Since the fund was launched in 2007, it has donated more than £75 million through thousands of grants across numerous countries.
For consumers, these initiatives can make charitable giving easier and more accessible. Instead of making a separate donation, shoppers can choose products from companies that support causes they care about. However, consumers should pay attention to how each scheme works. There can be a significant difference between donating a percentage of the purchase price and donating a percentage of profits, while some charitable campaigns may only run for a limited time. Looking at a company's own information can help shoppers understand how much is actually being donated and where the money goes.
Brands that link purchases with charitable giving are showing that everyday shopping can have a wider social impact. Whether a purchase helps fund clean-water projects, supports breast cancer charities or contributes to children's wellbeing, these initiatives give consumers another way to support important causes. As demand for ethical and purpose-driven brands continues to grow, charitable giving could become an increasingly important part of how FMCG companies build relationships with their customers.
