This is fresh, pulling together purpose and place to connect with consumers. Swedish retailer H&M reached out with a wash-up pop-up store at a popular Dutch beach a few weeks ago to support its partnership with WaterAid, a global charity devoted to improving water quality, sanitation and hygiene education in developing countries. A quarter of the proceeds from every item of beachwear sold at the store went to WaterAid. Sun, sand, swimwear when you need it most. And the feeling that you’re making a difference. Nice.