The shopping malls of the holding are traditionally a place where residents of St. Petersburg get acquainted with local social initiatives and charitable organizations. Charity exhibitions, concerts, and festivals are regularly held at the shopping malls.
Thirteen complexes have cash boxes where anyone can make a donation to a verified non-profit organization.
HC "Adamant" cooperates with the "Thank You!" charity stores. Thanks to the "Thank You!" containers installed in 14 shopping malls, it is possible to collect about 15 tons of items per month. Some of the items are distributed to those in need, while others are sold by Thank You! stores in favor of charitable foundations.