It's Cool to be Kind ...Meh to Mere Merry Cheer - deWinter | PR, Content Marketing, Design Agency in North West UK

There’s a growing trend in marketing that goes beyond catchy Christmas jingles and flashy festive ads. In a world where people are craving connection and empathy, brands are stepping up by showing genuine kindness. From random acts of kindness to supporting social causes, ‘authentic’ kindness can be one of the most powerful and meaningful ways to connect with consumers.

The philosophy behind this trend aligns with our own agency values:

“doing well by doing good.”

It’s an approach that combines creative communications with a focus on authenticity and purpose, giving caring brands the tools to grow by contributing positively to society. That’s our purpose and we love it! This ethos is proving to be a powerful driver, helping brands resonate more deeply with consumers who are increasingly motivated by values rather than simply products or services.

Kindness isn’t just a feel-good approach; it’s a strategic choice. And nowhere is this shift more evident than in Christmas campaigns, where brands are moving beyond mere seasonal cheer to deliver messages of purpose, community, and goodwill. Here’s how brands are marketing through kindness and creating lasting bonds in the process.

Why Kindness Matters in Marketing

At its core, kindness creates trust. When a brand shows that it genuinely cares – whether about its customers, its employees, or broader societal issues – it resonates on a deeper level. Kindness in marketing isn’t just a gimmick; it’s about demonstrating that a brand values people over profit. And for consumers, that’s a powerful message.

A recent survey found that 87% of consumers would purchase a product because a company advocated for an issue they cared about.

Kindness and Christmas go hand-in-hand

Several brands have tapped into the power of kindness as part of their marketing strategy, finding creative ways to spread positivity and goodwill.

John Lewis: Moments of Kindness for Christmas

Each year, people wait with baited breath for the first sight of the John Lewis ad, they seem to get it right each and every time. This year’s Christmas campaign has led on “Moments of Kindness,” encouraging people to show kindness to others and promoting small acts of goodwill during the festive season. This campaign aligns with John Lewis’s long-term commitment to social causes and community support and positions itself as a brand that values community spirit, resonating with people who seek a meaningful holiday season.

Greggs: Supporting Homeless Charities During Christmas

UK bakery chain Greggs has shown kindness by supporting homeless charities, especially during the Christmas season. They’ve partnered with organisations such as Shelter, donating a portion of sales from festive items to help people experiencing homelessness. Additionally, they’ve opened temporary stores where homeless people can enjoy free meals and shelter. Greggs’s kindness-driven initiatives go beyond donations; they actively support communities in need, which connects deeply with consumers and builds brand loyalty.

IKEA: Warmth and Shelter Initiatives

During the colder months, IKEA often partners with local charities to provide essentials to those in need. In the UK, they’ve donated beds, blankets, and meals to homeless shelters. IKEA’s kindness-driven campaigns extend beyond marketing and align with their vision of making everyday life better. By offering warmth and shelter to vulnerable communities, IKEA makes an impact that goes far beyond its products.

How Kindness Can Boost Brand Loyalty

When people see that a brand is genuinely invested in doing good, they’re more likely to support that brand over time. In fact, research shows that consumers who feel an emotional connection to a brand have a 306% higher lifetime value.

Kindness also has the power to generate positive word of mouth. People love to share stories of brands doing good. This means kindness-driven campaigns can create organic social media buzz and a wave of goodwill online and offline. Customers are not only more likely to return, but they’re also likely to spread the word, turning into advocates for the brand.

How to Incorporate Kindness Into Your Brand’s Marketing:

1. Identify Authentic Opportunities to Give Back

Look for ways to give back that align with your brand values. Authenticity is key; people will respond better to kindness that feels true to your brand.

2. Make Kindness Part of Your Brand DNA

Kindness shouldn’t be a one-off Christmas campaign; it should be a part of your brand identity. Create an internal culture that values kindness, both toward customers and employees. When kindness is deeply embedded in your brand, it naturally flows into your marketing.

3. Tell Your Story Thoughtfully

When you incorporate kindness into your marketing, communicate it thoughtfully. It’s important to be sincere and not to overplay it. Share stories of impact and testimonials, and focus on the people you’re helping, rather than the brand itself. Let the act of kindness be the hero of the story.

4. Create Opportunities for Others to Join In

Allow your audience to participate in your kindness initiatives. This could be through signing petitions, pro Bono projects they vote on, group volunteering opportunities, or matching their donations. When customers feel they’re part of a larger mission, it strengthens their bond with your brand.

The Future of Kindness in Marketing

We’re proud of our philosophy of “doing well by doing good” – we work hard for brands that care so that the entire community we serve benefits. From healthcare marketing to regional youth engagement to promoting global circular economy, it’s a win-win.

As brands compete in an increasingly values-driven marketplace, kindness will continue to play a pivotal role. In a world where people want to align with brands that reflect their own values, kindness is an essential tool for building trust, loyalty, and community. Marketing through kindness isn’t just about short-term sales; it’s about creating a legacy of goodwill and establishing your brand as a force for positive change.

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It’s Cool to be Kind …Meh to Mere Merry Cheer