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Activism Consumer Insights

Inclusive Athletics
Brands are launching campaigns to support neurodivergent athletes in sports
Trend - Both athletics brands and those adjacent to the sports industry are launching campaigns to support the inclusion of neurodiverse athletes. These campaigns include community activations, fundraising for charities, and sporting programs, thus building trust and good will with the communities.

Insight - As consumers become more socially conscious, their purchasing decisions increasingly reflect their values, particularly regarding inclusion. This shift in consumer behavior is evident in the sports industry, where there is a growing demand for brands to favor inclusion and show clear support for social issues. This trend is pushing brands to initiate and sponsor events, products, and endorsements that highlight neurodiversity in sports, thereby fostering a culture of acceptance and recognition.
Workshop Question - How could your brand build trust with socially-conscious consumers by developing initiatives that support and include underrepresented communities?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Accountability
Consumers are holding brands responsible for their carbon footprint
Trend - Consumers are holding brands accountable for their environmental impact, driving a shift towards eco-action. This goes beyond mere greenwashing and performative gestures. Social media empowers consumers to expose greenwashing, demand transparency, and advocate for sustainable practices.

Insight - Fueled by heightened environmental awareness, shifting priorities towards sustainability values, and rising skepticism of greenwashing, consumers are demanding eco-action, not apology. Social media empowers them to expose greenwashing, demand transparency, and advocate for sustainable practices. This eco-accountability trend necessitates brands to demonstrate genuine commitment and systemic changes to address their environmental footprint and build a more sustainable future. Failure to adapt risks public scrutiny and market contraction in the face of empowered, eco-conscious consumers.
Workshop Question - How can your brand enhance transparency, authenticity, and genuine environmental efforts to meet the growing demand for eco-accountability from consumers?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable De-Influencing
Brands launch campaigns that highlight the danger of overconsumption
Trend - On social media, especially platforms like TikTok, the "de-influencing" trend is gaining traction. This movement flips the script on traditional influencer marketing by encouraging users to critically analyze trending products and resist impulsive purchases. De-influencers often expose potential drawbacks of popular items, prompting a shift in consumer behavior. As this movement gains traction, brands are strategically engaging in de-influencing campaigns to demonstrate their commitment to sustainable practices.

Insight - Social media's relentless promotion of consumption fuels the "de-influencing" movement, as consumers grapple with the paradox of acquiring "sustainable" products that may still contribute to environmental problems. This growing awareness prompts a reevaluation of what truly brings fulfillment and a critical examination of the beneficiaries within the endless consumption cycle – primarily large corporations – and the costs borne by both consumers and the environment. Interestingly, this shift in consumer behavior has the potential to redefine the very nature of brand loyalty in the digital age.
Workshop Question - In an era marked by growing skepticism towards influencer-led consumerism, how can your brand authentically contribute to sustainable practices and engage customers in meaningful ways?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Driven Loyalty
Brands are using social activism to drive consumer loyalty programs
Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.

Insight - Voting with the dollar is a popular concept in North America. Consumers value brands that are transparent, authentic, and have a positive impact on the world. Some interact exclusively with these brands, while others prefer to do so when possible. Of the brands that engage in charity work, consumers prefer those that demonstrate their values with tangible actions. These consumers are more loyal to brands that integrate activism directly into the core business model.
Workshop Question - How can your brand integrate activism and charitable actions into your consumer loyalty program to drive customer loyalty and differentiate from competitors?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neurodiverse Workplace
Companies are launching initiatives designed for neurodiverse workforces
Trend - Corporations are launching DEI programs and initiatives designed to support the careers and lives of neurodiverse employees. These programs ensure equality in hiring patterns, resource access, and worker compensation. These benefit businesses by improving employee satisfaction and retention.

Insight - In the post-pandemic working world, employees have many options for workplace culture, such as finding flexible working hours, locations, or compensation. Employees each have preferences, such as wanting more flexibility or a larger wage. However, workers quickly leave jobs where they feel they do not belong, resulting in high turnover for less desirable workplaces. Companies are avoiding this fault by launching new DEI initiatives that, in addition to other protected classes, support neurodivergent workers.
Workshop Question - How could your brand ensure its DEI programs and initiatives make all potential employees feel welcome and supported?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Regenerative Coffee
Brands are employing biodynamic farming methods to reduce the impact of coffee
Trend - Coffee brands are implementing regenerative farming practices to ensure that coffee farming has a positive impact on the surrounding environment. These farming methods result in cleaner coffee blends while improving animal welfare, worker rights, and surrounding ecosystems.

Insight - There is a growing market of consumers that are drawn to products that promote social good, whether it be related to working conditions, animal welfare, or environmental impact. These consumers prefer products with certifications on the label to ensure them that the products are supporting good causes. This
Workshop Question - How can your brand improve its attraction to the modern consumer by adopting environmentally or socially-positive practices?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Web3 Empowerment
Organizations make Web3 more inclusive for Hispanic & Latin American populations
Trend - Organizations are launching new Web3 campaigns, tools, courses, and products that are specifically geared toward Hispanic and Latin American populations. The majority of these initiatives have been founded in an effort to make Web3 more accessible and inclusive for both these groups.

Insight - Hispanic communities, as well as Latin American populations more broadly, face difficult and uneven barriers when entering the world of Web3. In the US, challenges include a lack of community funding and unequal Internet access. In Latin America, interested parties are held back by weaker tech infrastructure and fewer educational opportunities. To lessen these barriers, organizations are introducing Web3 initiatives dedicated to supporting these groups.
Workshop Question - How could your brand make its products or services more accessible and inclusive for all racial and ethnic groups?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
LGBTQ+ Gaming
Developers are creating games that represent LGBTQ+ communities and stories
Trend - Game developers are addressing the issue of inadequate LGBTQ+ representation in gaming. These communities often feel unrepresented by games that center around straight, cisgender characters. Development studios are addressing this blindspot by promoting LGBTQ+ characters and stories in video games.

Insight - Representation is key in the media as all consumers, from teens to adults, look for themselves in content that they consume. In gaming, members of the LGBQT+ community often feel unrepresented, turning to small-budget independent games that tell their stories. This has placed pressure on more prominent, mainstream game creators to incorporate more diverse stories, characters, and identities into video games. These titles also strive to educate gamers on LGBTQ+ issues.
Workshop Question - How does your brand ensure diversity and equality in its services or products?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Unified Bar
Bars are taking initiatives to bring communities together and support those in need
Trend - Bars are using their platforms as community establishments for social outreach. The companies are creating more inclusive environments through in-house initiatives and branded donations for worthy causes.

Insight - Throughout the pandemic, North Americans who were given the opportunity to work safely from home have had more time for introspection, leading to a greater appreciation of the sense of community and social interactions. As these consumers look inward and reassess their values, they expect companies to do the same. In response to this social change, businesses are increasing their community involvement to create a more inclusive environment for customers.
Workshop Question - How can your company improve its social outreach?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ethical Metaverse
Companies are bringing social good campaigns to the metaverse
Trend - Companies across various industries are taking to the metaverse to spread awareness of ongoing societal issues in the physical world. These initiatives have been expressed through NFTs, metaverse avatars, and social services that encourage users to continue supporting humanitarian efforts.

Insight - The metaverse has allowed users to engage in new methods of communication that hone in on technological advancements. In a bid to reach virtual audiences, humanitarian and philanthropic organizations are communicating their efforts using the newly available technology. This brings real-world issues to the platform's forefront, making it accessible to metaverse users who subscribe to social activism.
Workshop Question - How can your company better communicate in the metaverse?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends