I would like to posit that there is an interesting confluence of opposing events happening:
1. Our collective assessment of world is rapidly approaching dumpster fire status.
2. Driven by a sense of rampant futility (see #1), people are seeking out areas and experiences where something good is actually happening.
It’s clear that marketers are starting to recognize this trend as they try to attach their brands to larger social missions. The flurry of feel-good commercials that ran in the most recent Super Bowl (a fairly accurate example of where we are at any given cultural moment) is a helpful case study.