How the Royal British Legion transformed perceptions of the charity through retail

The Royal British Legion has been working for some time to transform perceptions of the brand. It has high brand awareness, particularly around its annual Poppy Appeal, and as John Norton, head of retail trading at the charity puts it, is in a unique position as the “custodian of remembrance”.
However with that comes challenges. While millions of people buy a poppy every year, the majority of its most active supporters are aged 70+ and tend to be white and male.
That in turn held bac