GUEST COMMENT Shared purpose, shared value – Why retailers win when they partner with charities

The UK retail sector has had its challenges in recent years. Ecommerce has shifted focus and strategy, while socio-economic factors such as Brexit, and the Covid pandemic have interrupted trade, and squeezed the consumer. Finding ways to connect with customers has never been more critical.

And it’s not just about price or convenience anymore as increasingly, consumers expect the brands they support to reflect the values which they live by. They still seek aspiration, but sustainability and authenticity have entered the fold.

Here, Colin Dyer, chief executive at leading UK blood cancer charity, Leukaemia Care, examines how the shift in the mindset on the high street can be matched by meaningful charity collaboration.

The past couple of decades have seen the rise of corporate social responsibility (CSR), as brands look to bolster their position and credibility beyond just the bottom line. This has shifted somewhat in recent years as companies focus more upon their environmental, social and governance (ESG) responsibilities, to cement more strategic, long-term and impactful partnerships.

Much has been fantastic, and innovative, with many causes benefiting from corporate money, resources, expertise and time. Sometimes it’s not done so well, and can rightly or wrongly be interpreted as purpose-washing, or just appropriation.

And in my experience, the latter occurs when there is a lack of collaboration with a charity, or no clear vision on what works for all parties. And now we are at a crossroads, where a real opportunity exists across retail to demonstrate it’s in tune with its buyers. Not just brand aspiration, but an authentic alignment of values.

According to a recent Feefo report, 74% of UK consumers consider brand values before purchasing, Likewise, 64% of UK Gen Z and 63% of UK Millennials are willing to pay a premium for environmentally sustainable products. I don’t know the stats, but my guess is this is remarkably different to 20, or even 10 years ago and demonstrates this generation is discerning, values-led, and purpose-conscious and they expect the same from the places they shop.

So UK retail brands have had to adjust promotional, PR, marketing and sales strategies to reflect these changing times and technologies. And here’s the good news – aligning your brand with a cause isn’t just good ethics and it isn’t purpose-washing, it’s good business for you, your shareholders and your people.

Retailers as catalysts for good and for growth
Partnering with a charity can do much more than tick an ESG box. When done right, it can drive footfall through community projects and cause-led campaigns, deepen customer loyalty by creating emotional connections and building trust, and energise your team by giving them a sense of pride and purpose.

Take Tesco, for instance. Since 2018, it has partnered with Cancer Research UK, the British Heart Foundation and Diabetes UK under its Health Charity Partnership. The partnership has raised more than £29 million and reached 24 million people through its “Let’s Do This” healthy-living campaign, in addition to delivering health insights and interventions.

The strength of this partnership lies in its long-term, strategic approach with unified governance, supplier engagement, store-based campaigns like the Great Tesco Walk, and clear impact tracking. It also gives employees a real sense of pride and purpose through their involvement in public health initiatives, and internal engagement is priceless.

Shared value
When we think about charity partnerships, we often think about fundraising targets. But that’s only half the story. What we really look for, and what the best partnerships deliver, is shared value.

Retailers get the benefit of brand elevation, media opportunities, and customer goodwill. Charities get funding, yes, but more importantly, they get visibility, access, and the chance to reach new audiences with their message.

One of the best examples of this in action came from global digital media company JCDecaux, through its JCDecaux Community Channel. It donated valuable digital advertising space across its UK network to support our Spot Leukaemia campaign throughout June this year (2025). The result? Millions of people saw our messaging about the early signs of leukaemia – messaging that will help signpost GP appointments, prompt conversations, and hopefully lead to diagnoses that save lives.

That is the power of partnership. Not just fundraising and awareness, but life-changing action, and retailers are now working smarter to ensure they’re partnering with charities that support the same demographic they themselves serve. This can even work when it’s relatively low level, such as B&Q’s Branston Distribution Centre choosing Leukaemia Care as their Charity of the Year. Staff, or regionally-led initiatives such as this really help to bring people closer to the cause, and often turn into group-wide support and ongoing partnerships. 

What charities wish retailers knew
From our perspective, we’ve learned a lot about what makes partnerships work, and what we wish more brands understood. We’re not just looking for a logo on a cheque, we’re looking for collaboration and creativity with a shared ambition. Visibility matters, still, and in-store posters, point-of-sale materials, and social media integration all help deliver impact. 

Staff involvement is equally powerful. When employees are given the chance to engage, volunteer, or fundraise, they respond with loyalty and enthusiasm. Above all, authenticity is key, so it’s crucial to choose a cause that naturally aligns with your brand, your customers, and your culture. 

A new kind of loyalty
Getting back to ESG, it’s encouraging how it’s evolved from a peripheral function into a key element of brand, and marketing strategy. What began as philanthropic box-ticking has matured into a driver of trust, and employee engagement. Collaborating with a charity not only supports social impact but also demonstrates a company’s commitment to responsible practices and community investment. It strengthens brand reputation, boosts employee engagement, and aligns with investor and consumer expectations.

Authenticity matters, and brands that engage with causes in a consistent, meaningful way aren’t accused of purpose-washing – they’re respected for doing exactly what they say on the tin. Done well, ESG and still, CSR, creates a platform for storytelling, credibility, and trust. It shows that a business is in tune with the world around it.

And internally, it gives teams something deeper to connect with. Employees are increasingly seeking more than just a payslip, they want to know their work contributes to something bigger. Partnering with a charity can help deliver that sense of shared purpose, leading to greater staff motivation, loyalty, and wellbeing.

Finally, we must not forget that consumers are loyal to brands that stand for something and in today’s retail environment where margins are tight and attention is often brief, the brands that will win are those that offer more than just a product.

Colin Dyer, chief executive at leading UK blood cancer charity, Leukaemia Care

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