Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded Body
Honesty
Brands that are open about insecurities resonate with consumers.
4.3
Trend score
Trend
What is the Branded Body Honesty trend?
Branded Body Honesty: The road to self-acceptance is by no means an easy one, and though many consumers are taking a celebratory approach to body image, this does not mean they are free from insecurity. Consumers are opting to expose, rather than conceal, these insecurities as a form of empowerment, and they appreciate brands that do the same. This shift reveals a desire for consumer-brand interaction that's open, honest and conducive to sharing.
Trend themes
Themes within the Branded Body Honesty trend
Three behaviours holding the trend together01
Body Positivity Movement
The increasing acceptance of body positivity has made consumers demand brands to embrace and celebrate all body types.
02
Authenticity
Consumers globally have shown an increasing level of preferences for brands that are open and honest about their struggles and insecurities.
03
Embracing the Power of Words
Brands are using social media, specifically Twitter, as a medium to communicate words of encouragement and kindness to promote self-acceptance and self-love.
Industry implications
What the Branded Body Honesty trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion companies can promote body positivity by using real people who represent all body types and shapes for their campaigns instead of ultra-thin models.
For
Health and Wellness
Brands can challenge traditional beauty standards by highlighting how physical improvements do not equal happiness and encourage customers to focus on the feeling of being healthy and good.
For
Personal Care
Companies can create campaigns that celebrate acceptance and empower their customers with self-love and acceptance by promoting all-natural beauty products that cater to all body types and aim to improve their self-esteem positively.
Workshop question
What is one area where you could be more honest with your customer?
Trend signals
Trend signals for Branded Body Honesty
Trend score 4.3 out of 10, from popularity 74%, activity 46%, freshness 8%.
Popularity74%
Activity46%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Body Honesty trend
4 featured examples from Oct 21, 2014 to Feb 22, 2015CategoryFashion
Intimate Body Image Photography
Jen Davis Explores Intimacy and Obesity in 11 Years
Disruptive innovation opportunities exist in redefining traditional notions of beauty, representation, and body image through creative expression and visual mediums.
CategoryPop Culture
Truthful Body Image Videos
This Video Asks What If We Were Honest About Women's Bodies
The body positivity movement is becoming more mainstream, influencing industries such as fashion, beauty and wellness.
CategoryFashion
Uplifting Beauty Campaigns
Dove's #SpeakBeautiful Encourages Kind Words on Social Media
The beauty and personal care industry can leverage positive social media campaigns to inspire consumers and promote self-confidence, driving growth and loyalty.
CategoryPop Culture
Thought-Provoking Insecurity Videos
The Jubilee Project Asks People About What They Want to Change
Disruptive innovation can be found in the creation of inclusive and diverse beauty products and services that celebrate all body types and challenge traditional beauty standards.
