After an Australian woman started a ‘reverse advent calendar’ to inspire her kids to give back during the Christmas period, the idea is gaining traction and highlights people’s desire for purpose and empathy. And it’s pushing brands to step up their social awareness and efforts to do good.

Normally light-hearted in its advertising, Walkers’ 2021 festive season campaign is raising funds for mental health programmes. And with people becoming more comfortable discussing this topic, they appreciate brands that make an effort to support everyone, especially around Christmas.

As people approach the holidays, they’re feeling conflicted, with a desire to both save and spend more as the world opens up. Canvas8 polled 1,100 Britons and spoke to nine people to find out how they’re feeling about their finances in the lead-up to the 2021 festive season.

In the wake of the COVID-19 pandemic, young Aussies are searching for businesses that replace ‘brand purpose’ with personality and bring a human touch to the corporate world. So, what can brands do to meet these expectations? How can they demonstrate their empathy to win loyalty?