Philanthropy gets trendy

Giving and helping people in need has never been trendier on social networks than in 2020. — Tim Marshall unsplash/AFP

Giving and helping people in need has never been trendier on social networks than in 2020. Brands, institutions and celebrities have all appealed to Internet users' interest in getting involved. This new language has become a must when it comes to a business point of view. A strategy that has has gained ground in the midst of a crisis and that is not totally disinterested and therefore philanthropic. However, this so-called involvement in causes is crucial for brands to continue to win over Generation Z and it will be seen everywhere 2021.

Facebook, Instagram, as well as LEGO, Microsoft and even a host of celebrities have all organised charity initiatives to help people in difficulty this year. With the backdrop of the health and economic crisis with bad news piling up, Internet users around the world have been looking for "feel good" content to escape from the gloom. Charity actions have increased in number and have become essential to remain relevant, particularly online.