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Activism Consumer Insights

Black-Owned Support
Brands are making it easier to support black-owned businesses
Trend - In response to recent social injustices profiled on social media and the news, brands are launching directories to help consumers identify and support black-owned businesses. These platforms showcase a range of businesses from restaurants and salons to banks and museums.

Insight - In recent years, social media has had an impact on the visibility of the systemic injustices committed against the black community. In the wake of the 'Black Lives Matter' movement, many are looking for ways to support the black community in place of their traditional retailers and are invested in actionable ways to protest against white supremacy, and one of these ways is by "voting with their wallet." People's anger and frustration has led them to financially support individuals, businesses and communities that are most affected by racial injustice.
Workshop Question - How can your brand serve under-represented communities?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Protesting
Organizations are launching online protests to fight injustices
Trend - In the wake of COVID-19 and in light of people being much more vocal about systemic racism, many organizations are launching virtual protests to bring together campaigners to combat social injustices. These online events replace in-person protests and include virtual "walkouts," video-conferencing protests, and video game rallies.

Insight - In the age of social media, more people are exposed to the injustices delivered by governing bodies, and have a visceral reaction to stand up and speak out. This demographic is looking to unify their voices for the greater good and feel a sense of community with others who share their outrage at these social and racial injustices. In light of COVID-19 physical distancing restrictions, these individuals seek out platforms to connect with like-minded people in order to discuss and organize for change.
Workshop Question - How does your brand plan to implement the calls for systemic change that racialized and minority communities are making?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstrual Activist
Period brands are tapping activism in packaging and marketing materials
Trend - Many menstrual brands are opting in for powerful packaging and marketing designs that encourage awareness. Predominantly, these products are delivered with strong messages that empower consumers and place the focus on important issues like period poverty or period shaming, facilitating further discourse on social and higher levels.

Insight - As equality is a major pillar of contemporary society, consumers emphasize it continuously and across all social spaces—whether it is in the private or commercial sphere. Seeing an opportunity to be activists through their consumption habits, many choose to opt-in for products that push a meaningful message forward, with the hopes of initiating change not only on the social but also on the institutional level.
Workshop Question - How can your brand bring awareness to an issue through its marketing tactics?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Data-Based Awareness
Artists & brands are sharing important climate change data in unexpected ways
Trend - Brands and artists advocate for environmental awareness with engaging and interactive initiatives. These creative endeavors entail the use of relevant and real-time climate change data in various installations and campaigns that have the potential to serve as an educational tool for the public.

Insight - Consumers respond well to information that is accessible to them and offered in a seamless way in real-time. While some become increasingly overwhelmed by dire reports on climate change, others choose to engage sparingly with the various media sources that cover the issue. As a result, space opens up here for public climate change education through facts and important data that are presented in creative, interactive and non-threatening ways.
Workshop Question - How could your brand open up the conversation about climate change in an accessible way?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lighthearted Altruism
Campaigns focused on inclusiveness take on a more casual tone
Trend - Brands and organizations looking to signify a commitment to diversity are doing so with marketing campaigns that have an unexpectedly light and sometimes even sarcastic tone to them. This stands in stark contrast to the typically serious and emotion-driven style that's come to be characteristic of this content.

Insight - Consumers, especially those who are immediately impacted by diversity efforts, are accustomed to messaging around inclusiveness that has a very serious and intense tone that's effective at eliciting an emotional response, but not necessarily resulting in meaningful change. As a result, there's a craving for more frank and honest communication around important topics like diversity.
Workshop Question - What are some ways your brand could approach a serious topic with a respectful but radically honest approach?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Designer Activism
Activist groups turn to high-profile designers for marketing purposes
Trend - Activists embrace visually engaging opportunities with designers to capture people's attention when advocating for social and ecological change. More specifically, the latest collaborations involve well-known designers and artists. These partnerships guarantee boundary-pushing campaigns, and take advantage of the creator’s high-profile status to push messaging to a broader audience.

Insight - Many individuals find it hard to discuss certain sensitive issues, and so design-friendly activist materials are not only educational but also easier to interact with. This works particularly well on Millennials and Gen Z who are drawn to aesthetics and might feel compelled to share on social media. In this way, activist groups can introduce issues in less confrontational ways and invite the public to partake in open conversations that minimize shared anxieties.
Workshop Question - How can your brand introduce a social issue in an eloquent way?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Tree
Activists advocate for ecology by humanizing trees across digital platforms
Trend - In order to engage consumers on the topic of reforestation, brands are launching campaigns that allot trees communication tools, facilitating an environment where users have the sensation that they are directly interacting with trees.

Insight - By tapping social media and digital platforms for sustainability advocacy, companies are able to capture the attention of Millennial and Gen Z crowds. As instant communication is inherent for these generations, the technique in this context is accessible, curiosity-spiking, and relatable. Moreover, as Millennials and Gen Zers put particular emphasis on sustainability, the impact is more robust. The method is not only playful in-and-of-itself, but it also allows for the introduction of an entertaining quality that encourages interaction and raises awareness in a seamless manner.
Workshop Question - How can your brand utilize social media to advocate for ecology?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cause-Oriented Footwear
Sneaker brands use their product to raise awareness for important causes
Implications - In recent times there has been an increase in the number of brands taking stances on various issues and leveraging their platform to increase awareness of the causes and campaigns they stand behind -- and the footwear industry is no exception. With the resurgence of sneakerhead culture in recent years, brands are combining that passion with a focus on activism. Such products highlight the progression of brands’ corporate social responsibility initiatives, which better align with the rising shift of activism among younger consumers.
Workshop Question - If your brand were to launch a product or campaign to raise awareness of a cause, what cause would your brand select?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wearable Politics
Brands, artists and organizations imbue apparel with powerful charged messages
Implications - While politically themed apparel isn't anything new, it's been showing up more frequently in places one previously might not have expected. Given the visibility of politics from all angle in the social media age, it's not much of a surprise that brands, artists and organizations alike have felt the need to share their views. Not only has this increased the variety of apparel of this nature and the availability of it, but it illustrates how a dialogue between consumers and brands has grown more personal.
Workshop Question - Does your company vocalize a stance on any political issues? If so, what are the advantages and disadvantages therein? Ask the same questions if you are not vocal.
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Athletic
Sportswear adapts to fit the needs of increasingly multicultural consumer bases
Implications - Consumers have banded together to demand more from the athletic brands that they buy from, resulting in a more culturally inclusive range of apparel. More specifically, many have incorporated hijabs into their offerings. In addition, others have been careful to make more modest pieces available for women. This illustrates that many brands are making socially progressive changes in order to involve more consumers, while simultaneously driving a positive message and prompting other brands to do the same.
Workshop Question - How can your brand create and promote a culture of inclusion?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends