# Altered Identity Brands temporarily shift their visual identities to promote good causes. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 6, 2018 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/altered-identity ## Key Figures - Trend score: 3.1/10 - Evidence articles: 6 ## What is the Altered Identity trend? **Altered Identity:** As a brand, significantly altering a recognizable visual identity would normally be a risky change, however there are some exceptions that come in the form of the promotion of positive social causes. This shift is most evidenced by brands’ increased willingness to diverge from their identities when it comes to bringing awareness to endangered species — offering morality-driven consumers the brand and value alignment they seek in their purchase decisions. ## At a Glance - Evidence: 6 featured examples - Articles from: Jul 16, 2016 to Jul 24, 2018 - Published: Mar 6, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Altered Identity trend ### Cause-Driven Branding Brands are willing to significantly alter their visual identity to bring awareness to endangered species or other socially driven causes. ### Exotic Branding Consumer desire for more biophilic products is at play, as urban consumers become further disconnected from the natural world, resulting in a focus on products and imagery that have lush, natural elements. ### Endangered Species Awareness Campaigns Companies are using innovative marketing tactics like replacing logos with threatened species, featuring animal-embossed cosmetics, and offering chocolate series with animal figurines to raise awareness for endangered animals and ecosystems. ## What the Altered Identity trend means for industry ### For Marketing and Advertising Companies can create cause-driven branding and awareness campaigns through brand identity alteration, product marketing, and sponsorship. ### For Consumer Goods and Retail Retailers can focus branding efforts on lush, natural elements and create exotic and biophilic product packaging and displays. ### For Wildlife Conservation and Environmental Sustainability Companies can create awareness campaigns and sponsorships for endangered species and ecosystems to encourage consumer activism, while also implementing sustainable conservation initiatives. ## Workshop question How could your brand temporarily alter its visual identity to promote a positive cause? ## Trend signals for Altered Identity Trend score 3.1 out of 10, from popularity 36%, activity 49%, freshness 8%. - Popularity: 36% - Activity: 49% - Freshness: 8% ## Examples of the Altered Identity trend 6 featured examples from Jul 16, 2016 to Jul 24, 2018. - [Endangered Species Campaign Shirts](https://www.trendhunter.com/trends/ten-new-logos): Lacoste Aims to Protect Endangered Species with 10 New Logos (Category: Social Good) Implication: Fashion retail businesses can make a positive difference by embracing marketing campaigns that promote conservation efforts. - [Biodiversity Ice Cream Branding](https://www.trendhunter.com/trends/ice-cream-company): The Selva Nevada Ice Cream Company is Columbian Wildlife-Focused (Category: Lifestyle) Implication: Industry can leverage the desire for nature-inspired branding and exotic flavor profiles to create innovative products. - [Collectible Conservation Chocolates](https://www.trendhunter.com/trends/yowies-chocolate-rescue-series): Yowie’s Chocolate Rescue Series Contains Animal Figurines (Category: Eco) Implication: Confectionery companies can explore partnerships with conservation organizations to create similar products that educate and raise awareness about endangered species. - [Endangered Species-Supporting Runways](https://www.trendhunter.com/trends/fashion-with-a-cause): LACOSTE and IUCN Boast Nature Through Fashion with a Cause (Category: Luxury) Implication: Opportunity for fashion brands to collaborate with conservation organizations to create collections with a cause. - [Monkey Matchmaking Campaigns](https://www.trendhunter.com/trends/planting-program): The Body Shop is Promoting Its CSR Planting Program Through Tinder (Category: Tech) Implication: Disruptive innovation opportunity: Creating sustainable and socially responsible product lines to appeal to environmentally-conscious consumers. - [Animal-Embossed Blush Shades](https://www.trendhunter.com/trends/blush-shades): Chantecaille's 20th Anniversary is Celebrated with Artistic Designs (Category: Fashion) Implication: Chantecaille's 20th-anniversary collection demonstrates a growing trend in the cosmetics industry towards emphasizing social and environmental responsibility with products that su… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Social Good - [Athlete-Partnership Charity Pizzas](https://www.trendhunter.com/trends/nick-bosa) - [Pet Rescue Food Donations](https://www.trendhunter.com/trends/badlands-ranch) - [Life Jacket Technology Advancements](https://www.trendhunter.com/trends/life-jacket-technology) All articles: [Social Good](https://www.trendhunter.com/socialgood)