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Brief Published: 22 Dec 2015

AirAsia’s Meals For The Homeless

AirAsia has launched a meal donation campaign

Malaysian budget airline AirAsia has announced a week-long meal donation campaign for the homeless.

For every pre-booked hot meal on any AirAsia flight from 21 December to December 25 2015, the airline will donate a hot meal to a charity for the homeless. The campaign is being run in conjunction with Malaysian-based community action group Reach Out Malaysia that aims to improve the lives of rough sleepers in the country.

This sort of strategy echoes the pro-social 'One for One' ethos, spearheaded by brands such as ethical footwear brand Toms, which donates a pair of shoes or sunglasses to those in need for every pair purchased. By seamlessly integrating social purpose into retail transactions brands can ease consumer consciousness and provide a layer of added value.

Usually seen in retail settings, it is interesting to note how this approach is filtering into the travel and hospitality industries.

For a wider look a consumers' charitable outlook, see JellyChip: Social Network for Good, Bombas X Gap: Conscious Consumerism at Christmas and Millennials Pay to Shop Sustainably.

For more on brands promoting social good while maintaining their corporate social responsibility see our upcoming report Doing Good, publishing in January 2016.