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Social Business Consumer Insights

LGBTQ+ Entrepreneurship
Organizations are striving to develop a diverse business and tech industry
Trend - Nonprofit organizations are looking to support the business endeavors of the LGBTQ+ community. In this space, various entrepreneurship resources, programming, and events are being directed toward overcoming barriers and getting ahead in industries.

Insight - Diversity and inclusion in all facets of life—from social circles to workplaces—are extremely important to contemporary consumers and as a result, many are advocating in favor of equality and opportunity for all. Given the many systemic barriers that are historically encoded into Western civilization, consumers are creating a demand for specialized resources that will support and assist in the growth of people who are part of marginalized communities.
Workshop Question - How can your brand support the LGBTQ+ community?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bean Transparency
Brands in the coffee space are offering transparency through traceability tools
Trend - Brands in the coffee space—ranging from quick-serve restaurants to direct-to-consumer retailers—are leveraging technology with traceability tools to provide consumers more transparency about their beans. This includes stating which farm the beans originated from and allowing consumers to verify that farmworkers were paid a fair wage.

Insight - Many consumers are now well informed about exploitative practices used to produce various crops. These procedures affect the community, the farmers, and the land in long-lasting ways. These consumers are passionate about sustainability and ethical labor and are looking to use their purchasing power to support brands that reflect these values. Brands that offer transparency in their supply chain will appeal to sustainable, ethical consumers.
Workshop Question - How can your brand showcase its ethical and sustainable practices?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Un-Isolated Senior
Brands are launching initiatives to connect seniors during the pandemic
Trend - Brands are launching products and services aimed at keeping seniors connected and engaged amid the COVID-19 restrictions. These range from playful QSR entertainment to retiree-specific radio station recommendations.

Insight - The COVID-19 pandemic has been a very difficult lifestyle adjustment for people of all ages, and older generations have the added risk of being more likely to be affected by the virus. Although economies around the world are reopening, many social distancing restrictions are still in place and are causing a prolonged period of isolation for this demographic. Countering the collective psychological impact of the ongoing pandemic is just as important as containing the virus itself.
Workshop Question - How can your brand authentically support vulnerable populations in challenging times?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Non-Binary Tech
Brands in the technology space are launching gender-fluid characters
Trend - Technology brands ranging from video games to smartphones are now including non-binary characters for consumers to use as representation. These include AI assistants, video game avatars, and emojis.

Insight - Consumers are demanding representation at all levels and from all businesses they frequent. This is especially prevalent in younger demographics, including Gen Z and Millennial consumers, who are less conservative and have become more educated on inclusion and self-representation. As a result, they are unencumbered by the social restrictions of the past and are seeking the opportunity to represent themselves digitally with the same ease of their cis-gendered peers.
Workshop Question - How can your brand offer better representation?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Pride
Brands have launched digital Pride events to help the community come together
Trend - Social distancing regulations in the face of COVID-19 have been restricted, but in an effort to bring the LGBTQ+ community together, brands are launching digital celebrations. These range from social media hashtag campaigns to branded live-streamed events.

Insight - Pride is an important cultural event for many in the LGBT2Q+ community that celebrates the milestones the group has achieved and fights for further equality under the law and within society. In recent years, many brands have begun supporting the movement as consumers demand inclusivity from the businesses they patron. As COVID-19 restrictions have limited in-person events, consumers are still expecting the same level of support from these brands.
Workshop Question - How can your brand support community initiatives during global crises?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Language
Brands are launching campaigns that identify how language can be oppressive
Trend - Brands are understanding that the everyday language we use, shapes the way society views the world. As a result, many have launched inclusive language initiatives that challenge the world to rethink the words that are used. These range from anti-racist coding campaigns to anti-sexist language campaigns.

Insight - Consumers are no longer standing for the oppressive tendencies used in the past and understand the nuanced ways systemic inequality presents itself throughout society. These informed consumers are no longer accepting of brands that simply pay lip service to progressive causes. As a result, they expect brands to actively fight these damaging stereotypes.
Workshop Question - How can your brand rethink its social responsibility to support equality?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reevaluated Inclusive
Brands are re-evaluating their businesses to support the Black community
Trend - Amid the resurgence of the Black Lives Matter movement, brands are re-evaluating their business models to combat systematic racism. These initiatives include evaluating the number of products on their shelf owned by Black business owners, funding budding Black-owned startups, and removing racist language in their coding.

Insight - Protests continue throughout the globe as the world seeks to call out systemic racism amid the wrongful death of Geroge Floyd, Rayshard Brooks, and far too many others. Thanks to social media, more consumers have become aware of the injustices the Black community faces, and are using these platforms to call out brands that participate in the oppression of this community. As a result, they are turning to brands that go further than posting their outrage on a superficial level and are seeking brands that actively find ways to support Black communities with tangible plans of action.
Workshop Question - How can your brand aim for equality and diversity at all levels?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Circular Seafood
Waste from the seafood industry is re-introduced into the consumption cycle
Trend - As much of the world looks to prioritize efforts towards living in a more sustainable way, organic waste from the fishing industry is being reused and recycled for consumption. From turning lobster shells into bioplastics to making chips out of discarded fish skins, these offering speak the the growing consumer expectation and appetite for sustainability in all facets of their lives.

Insight - As concerns around sustainability become better understood, more and more consumers are identifying with this cause, to the point that for many, it becomes an integral part of who they are. As a result, there's more open-mindedness when it comes to creative solutions and products that support a more circular economy.
Workshop Question - How have growing consumer expectations related to sustainability impacted your business?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digitized Merchant
Cash economies go digital with merchant-centric benefits
Trend - The lack of digital payment infrastructure that extends to small and micro businesses is a significant challenge for businesses operating in primarily cash economies. In an effort to combat this, an increasing number of payment technology providers are establishing merchant-centric benefits ranging from loyalty programs to cost-free implementation processes.

Insight - For today's business owner, establishing secure and effective production, management, and transactional processes are crucial. This consumer is focused on benefits like cost-reduction and security in order to compete in industries that are ever-evolving and expanding with new waves of tech innovations.
Workshop Question - How has a move toward more digitized payment processes impacted your organization?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends