Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Commentary
Brands make bold comments on social issues to take a public stance.
2.8
Trend score
Trend
What is the Branded Commentary trend?
Branded Commentary: No longer choosing to be a bystander, brands are making moves toward bolder, in-your-face marketing tactics that push on topics that are often sensitive or political in nature. Seeking to connect with consumers, brands are taking part in conversations around things like gender stereotypes and the state of the political environment to clearly showcase their stance on social issues. These examples speak to the rise of more straightforward marketing tactics, as well as the fact that brands are willing to take more risks when it comes to creating authentic connections with their consumers.
Trend themes
Themes within the Branded Commentary trend
Three behaviours holding the trend together01
Bold Brand Stances
More brands are taking a public stance on sensitive or political topics to authentically connect with consumers.
02
Challenging Gender Stereotypes
Brands are breaking down gender barriers and featuring non-traditional ambassadors.
03
Empowering Women Empowerment
Brands are creating installations that empower women and celebrate their successes.
Industry implications
What the Branded Commentary trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
The marketing and advertising industry is undergoing a transformation towards bolder, more authentic tactics.
For
Fashion and Beauty
Fashion and beauty brands are prioritizing ethical and animal-friendly production, and promoting gender neutrality.
For
Technology and Entrepreneurship
Digital native brands are leveraging technology to connect with consumers in meaningful ways and promote real-life connections.
Workshop question
What social and political issues most affect your core consumers? How can you speak to those issues more prominently in your products or marketing efforts?
Trend signals
Trend signals for Branded Commentary
Trend score 2.8 out of 10, from popularity 49%, activity 26%, freshness 8%.
Popularity49%
Activity26%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Branded Commentary trend
6 featured examples from Nov 13, 2017 to Mar 13, 2018CategoryMarketing
Empowering Women-Focused Installations
Bumble's SXSW Activation Focuses on Real Life Connections
Creating specialized activations and spaces for women at events like SXSW opens up opportunities for event planners and experiential marketers to cater to specific demographics.
CategoryFashion
Drag Queen Skincare Ambassadors
Drag Queen 'Milk' is the Face of Madonna's MDNA SKIN Line
Fashion brands can partner with drag queens to create unique, collaborative collections that appeal to all types of consumers.
CategoryMarketing
Stereotype-Fighting Ads
Harry's 'A Man Like You' Ad Questions What Constitutes Masculinity
Opportunity for advertising agencies to create campaigns that challenge traditional gender stereotypes and engage consumers emotionally.
CategoryMarketing
Company-Driven Political Protests
Sonos is Supporting Net Neutrality by Closing Its New York Store
Companies in the consumer electronics industry can leverage their product platforms and customer base to promote net neutrality and other social/political issues for brand recogni…
CategoryFashion
Cruelty-Free Fashion Runways
Dyne's Fall/Winter 2018 Show Commented on the Social Climate
The fashion and apparel industry can shift towards ethical and sustainable fashion practices, while embracing gender neutral designs and creating functional and weatherproof fashi…
CategoryMarketing
Gender Barrier-Breaking Colonels
Reba McEntire is the First Female to Play KFC's Colonel Sanders
Fast food chains can break gender barriers by selecting gender-neutral brand ambassadors for their marketing campaigns.
