Debenhams Group (formerly Boohoo Group) has extended its partnership with UK charity Pennies, giving its customers the option to make charitable donations when they shop.
They will be able to ‘micro-donate’ at checkout by rounding up their total spend to the nearest pound for the charity via purchases at brands including Pretty Little Thing, boohoo and MAN
The initial pledge will to go towards the British Heart Foundation (BHF), building on the group’s longstanding partnership.
Debenhams said the concept of giving ‘little and often’ is particularly popular among Gen Z and young Millennials, with 70% of these demographics aware of Pennies and regularly contributing via micro-donations. To date, Pennies has facilitated 251 million contributions, raising over £61 million for more than 1,000 causes.
The partnership also forms part of the group’s “renewed commitment” to Environmental, Social, and Governance (ESG) and will be a key pillar in an upcoming plan set to be published later this year.
Dan Finley, chief executive of Debenhams Group, said: “Partnering with Pennies… [empowers] customers to make a tangible difference when they shop with us. This partnership is representative of the community spirit that sits at the very heart of Debenhams Group and is an important part of our new Group ESG commitments.
“We have a proud history supporting the vital work of the British Heart Foundation and look forward to extending this support to even more charities in the future through our Pennies partnership.”
