GB: Dreams partners with Shelter to help the homeless - Which causes are shoppers donating to?

British bed and mattress retailer, Dreams, has teamed up with housing and homelessness charity, Shelter, to help those currently homeless or at risk of it. The three-year partnership will see Dreams raise funds by appealing to colleagues, customers and communities, in addition to its £150,000 commitment towards the charity’s essential work.

Which causes have Dreams’ audiences supported in the recent past?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 3% of customers who would consider buying from Dreams have donated towards the housing and homelessness cause. A slightly higher proportion (5%) of the general British population have donated to this cause.

Of those who would consider purchasing from Dreams, 16% of respondents have donated to the health and medicine cause over the past three months. Animals (14%), children and young people (12%) and disability (7%) are some of the other top causes these customers have donated to.

Data from Profiles suggests that 45% of consumers who would consider making purchases from Dreams agree with the statement that they “like brands that are willing to get involved in social issues.” A slightly lesser proportion (40%) of the general British population also agree with the statement.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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