Category
Lifestyle
Assisted Choices
Trend cluster
Category
Ageless
Campaign
Clothing brands ensure adequate age representation in their campaigns.
4.7
Trend score
Trend
What is the Ageless Campaign trend?
Ageless Campaign: The fashion industry's long history of exclusion is slowly being addressed, and brands in this space are now increasingly addressing age discrimination or exclusion by including models of all ages in their campaigns.
Insight
The consumer insight behind the Ageless Campaign trend
Today's consumer now expects a more authentic form of marketing, in which the many facets of their appearances and identities are represented. Rather than appreciating the traditional, aspirational marketing that they were once accustomed to, consumers are now looking for real world applications and representation in the brands they choose to purchase from. These individuals are drawn to companies that understand and reflect the needs and identities of their target audiences.
Trend themes
Themes within the Ageless Campaign trend
Three behaviours holding the trend together01
Inclusive Campaigns
Fashion brands are increasingly addressing age discrimination or exclusion by including models of all ages in their campaigns, reflecting the needs and identities of their target audiences.
02
Anti-Ageism Movement
Agencies like Grey Model Agency are providing 'beautifully aging' models for a range of campaigns and advertisements, inspiring a new 'grey' generation of models to step in front of the camera.
03
Age-Defying Attitude
Consumer expectations are shifting towards an authentic form of marketing, in which the many facets of their appearances and identities are represented leading brands to showcase age-diversity and encourage age-embracing attitudes.
Industry implications
What the Ageless Campaign trend means for industry
Where the trend changes the playbookFor
Fashion Industry
Clothing brands are ensuring adequate age representation in their campaigns, reflecting the needs and identities of their target audience.
For
Modeling Industry
Agencies like Grey Model Agency are providing 'beautifully aging' models for a range of campaigns and advertisements.
For
Beauty and Personal Care Industry
Consumer expectations for authentic marketing are shifting leading beauty and personal care brands to showcase age-diversity and encourage age-embracing attitudes.
Workshop question
How could your brand better represent the diversity of its target audiences?
Trend signals
Trend signals for Ageless Campaign
Trend score 4.7 out of 10, from popularity 66%, activity 67%, freshness 9%.
Popularity66%
Activity67%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Ageless Campaign trend
5 featured examples from Aug 27, 2018 to Jul 15, 2020CategorySocial Good
Mature Women-Celebrating Campaigns
Knix's New Lingerie Campaign Exclusively Features Women Over 50
Fashion brands can innovate by developing clothing lines that specifically target women over 50, promoting inclusivity and diversity.
CategoryFashion
Age-Defying Luxe Fashion Projects
This Helmut Lang Campaign Boldly Breaks Generation Barriers
Retailers can embrace inclusive and age-inclusive marketing strategies to broaden their target audience and increase sales.
CategoryPop Culture
All-Ages Bodysuit Campaigns
Inamorata Women's Bodysuit Collection is Modeled by a Diverse Group
Integrating inclusive fashion practices and diverse representation in marketing strategies to establish a strong brand connection with consumers.
CategoryFashion
Mature Modeling Agencies
Grey Model Agency Works with Mature Models Who Redefine the Industry
The fashion industry has the opportunity to shift towards a more age-diverse and inclusive representation of beauty.
CategoryMarketing
Age Diversity Underwear Ads
The Knix 'Age Doesn't Matter' Campaign Celebrates Beauty at Any Age
Fashion brands can disrupt the industry by featuring more diverse models and embracing age diversity in their campaigns.
