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Hot Concepts: Vitamins That Give Back
Walgreens last year extended its exclusive relationship with Vitamin Angels to help provide children and mothers in at-risk populations with essential vitamins and minerals, and in so doing continued to strike a chord with aspirational consumers.
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Through 2017, Walgreens and its vitamin brand partners will donate 1% of retail sales from vitamin purchases of participating brands. Walgreens’ Vitamin Angels campaign to date has raised $5.5 million and reached more than 21 million children.
"Every mom wants their kids to be healthy and strong,” said Katlyn, a real-life mom in the video, “Katlyn’s Story,” part of a series on Walgreens’ YouTube channel about Vitamin Angels. “But when you’re choosing between gas and paying the rent, and vitamins, you’re probably going to choose gas and paying the rent.”
According to research by BBMG and GlobeScan, more than one-third (38%) of consumers globally identify themselves as aspirational, which is defined by their desire for responsible consumption and the brands they buy acting in the best interest of society.