Community, Diversity & Kindness at the heart of 2021’s Christmas ads

We were delighted to see that the common thread between leading brands Christmas campaigns this year, was a focus on sustainability, diversity and inclusion; with a mission to share kindness in our community

Brands have clearly adapted to the fact consumers care more than ever about causes. Starcount data shows that 15% of the UK now engage with a cause; whether environmental or societal. This has been one of the fastest-growing consumer trends we’ve detected in our social data on 30 million UK consumers over the past 2 years. 

By putting purpose at the heart of their campaigns, brands are connecting emotionally with their customers and reflecting what we currently feel matters. The great work from these leading brands show they’re on the pulse of the market and are amazing examples of how we can put societal and environmental issues at the heart of our marketing. What better time to do this than at Christmas… 

Our favourite examples 

A focus on kindness, diversity and inclusion from Amazon, Disney and John Lewis – who always nail it each festive season.

Amazon – “Kindness. The Greatest Gift” by Lucky Generals

Disney – “Stepdad” by Disney (in-house) 

John Lewis – “Unexpected Guest” by Adam&Eve DDB

Raising awareness of data poverty from Vodafone & BT with their mission to make it available for all. 

Vodafone – “Give The Gift Of Connection” by Ogilvy

O2 – “We’re Better, Connected” by VCCP London

A focus on recycling and community from Coca Cola which a heart-warming ad to reflect both environmental and community agendas.

Coca-Cola – “Real Magic At Christmas” by DentsuMB

A focus on sustainability from Barbour; showing that we don’t need to buy people lots of new “stuff” for Christmas to better impact the environment.

Barbour – “Paddington, Please Look After This Bear” by Thinking Juice 

And we were delighted to see there was a breadth of diverse faces in adverts from across the board with brands incorporating more ethnicities into their depictions of Christmas celebrations. 

Argos – “Baubles To Last Year! Christmas Is On” by The&Partnership

Matalan – “Real moments, real magic” by McCann Manchester

Starcount is working with our clients to show what matters to their customers and help find how to reach them. 

We love the positive impact of spreading festive cheer this Christmas for our planet and for our people.

Image Source: John Lewis and Partners 2021