Over half of respondents (54%) wanted to see sustainably sourced products on offer, 38% wished to see social issues tackled by companies, and a larger 69% wanted clear evidence of contribution to local communities.
Pennies CEO Alison Hutchinson said,
“Our results were higher than we thought, but a rise in the ‘ethical consumer’ chimes with our experience as customers; we demand more from retailers in terms of product choice, convenience and payment options – and Brits also have a philanthropic vein running through them.”
The findings also resonate with Helen Dickinson, CEO of the British Retail Consortium, which this year launched its own initiative earlier, Better Retail, Better World, to mobilise the retail industry to tackle some of the global challenges highlighted in the UN’s Sustainable Development Goals.
Helen Dickinson says,
“We are seeing the industry respond to challenges and changes in retail and address the changing expectations of their customers. Retailers are making encouraging progress on issues like pay growth, productivity, sustainability and demonstrable commitment to communities and charity.”
Pennies is the digital upgrade of the traditional charity box, which enables customers to anonymously donate a few pence to charity at the point of sale when paying by card or mobile wallet; in-store, online and in-app. No customer data is collected or stored.
Hutchinson continues,
“The UK public hold dear the ability to give to causes and communities around them, and for retailers one option available to them is offering customers the chance to ‘join in’ by digitally giving a few pennies when they pay.
“Our own model of microdonation gives customers data-free giving. This contributes to an improved opinion of a retailer’s brand by making customers feel-good about their shopping experience – and keeping their personal data safe.
“We have seen donation levels up by 50% compared to this time last year, and this momentum has enabled over 60M microdonations – and counting – in total; as fewer of us use or carry cash but still want to give a little back.”
Pennies’ roster of high street brands includes Domino’s Pizza, Topps Tiles, The Entertainer, Screwfix, Hobbycraft, Zizzi and Ask restaurants, as continues to grow in every UK retail sector.
Pennies has been shortlisted in four categories at the Charity Times Awards 2026, recognising its innovation, leadership and impact in making digital giving simple and accessible.
TrainPal customers can now make a voluntary charity donation when booking train tickets, thanks to a new partnership with fintech charity Pennies. The initiative supports Railway 200’s ‘Trips Change Lives’ campaign, helping raise funds for charities as part of the UK’s railway bicentenary celebrations.
The Pennies Awards 2026 are open for nominations, recognising the merchants, partners, charities and individuals helping to turn small donations into big impact across the UK.
0 Comments