The John Lewis Christmas advert has become somewhat of a national fixture in the British cultural landscape. This year's advert has been roundly lauded for meeting the tone of 2020 appropriately - and central to that is the fact that the advert concentrates on charity fundraising, as opposed to consumption.

Listening to the CEO of Waitrose, the fundraising target this Christmas is £4 million, a hugely ambitious target given one of the more recent corporate partnerships between a high profile charity and another major UK supermarket chain is £6 million over three years.

It would be great if John Lewis's position spawns a new culture of fundraising partnerships at Christmas. Not just in 2020 and 2021 at a time when charities are desperate for funds and many are facing collapse, but on an ongoing basis - especially for those charities whose objects resound so clearly at the festive season.