‘Paradigm shift’: How brands and charities are ‘mobilising’ to ‘crack’ social challenges
Brands and charities are increasingly working towards “shared missions”, as the focus shifts from “transactional exchanges” to aligned values.
Taking into account the cost-of-living crisis, global instability and the squeeze on donations, corporate and non-profit partnerships are increasingly being driven by strategic alignment and making an impact.
Earlier this month the C&E 2024 Corporate-NGO Partnerships Barometer concluded corporates and non-profits are focusing on strategic alignment and making an impact, naming Tesco’s partnership with Cancer Research UK, Diabetes UK and British Heart Foundation as its most admired partnership.
“Partnerships are key to doing the work we can’t do on our own and part of building a responsible business, while informing and educating people,” explains Hayley Gunn-Bruce, head of account management at the British Heart Foundation.
Tesco’s four-way health partnership is based on the role the supermarket sees in ”destigmatising health conditions”, combined with a faith in the “value of long-term partnerships”, explains head of health and sustainable diet campaigns, Oonagh Turnbull.
