# Branded Commentary Brands make bold comments on social issues to take a public stance. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 15, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-commentary ## Key Figures - Trend score: 2.8/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 13, 2017 to Mar 13, 2018 - Published: Mar 15, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Themes within the Branded Commentary trend ### Bold Brand Stances More brands are taking a public stance on sensitive or political topics to authentically connect with consumers. ### Challenging Gender Stereotypes Brands are breaking down gender barriers and featuring non-traditional ambassadors. ### Empowering Women Empowerment Brands are creating installations that empower women and celebrate their successes. ## What the Branded Commentary trend means for industry ### For 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 for Branded Commentary Trend score 2.8 out of 10, from popularity 49%, activity 26%, freshness 8%. - Popularity: 49% - Activity: 26% - Freshness: 8% ## Examples of the Branded Commentary trend 6 featured examples from Nov 13, 2017 to Mar 13, 2018. - [Empowering Women-Focused Installations](https://www.trendhunter.com/trends/bumbles-sxsw-activation): Bumble's SXSW Activation Focuses on Real Life Connections (Category: Marketing) Implication: 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. - [Drag Queen Skincare Ambassadors](https://www.trendhunter.com/trends/mdna-skin): Drag Queen 'Milk' is the Face of Madonna's MDNA SKIN Line (Category: Fashion) Implication: Fashion brands can partner with drag queens to create unique, collaborative collections that appeal to all types of consumers. - [Stereotype-Fighting Ads](https://www.trendhunter.com/trends/a-man-like-you-ad): Harry's 'A Man Like You' Ad Questions What Constitutes Masculinity (Category: Marketing) Implication: Opportunity for advertising agencies to create campaigns that challenge traditional gender stereotypes and engage consumers emotionally. - [Company-Driven Political Protests](https://www.trendhunter.com/trends/supporting-net-neutrality): Sonos is Supporting Net Neutrality by Closing Its New York Store (Category: Marketing) Implication: 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… - [Cruelty-Free Fashion Runways](https://www.trendhunter.com/trends/crueltyfree-fashion1): Dyne's Fall/Winter 2018 Show Commented on the Social Climate (Category: Fashion) Implication: The fashion and apparel industry can shift towards ethical and sustainable fashion practices, while embracing gender neutral designs and creating functional and weatherproof fashi… - [Gender Barrier-Breaking Colonels](https://www.trendhunter.com/trends/colonel-sanders): Reba McEntire is the First Female to Play KFC's Colonel Sanders (Category: Marketing) Implication: Fast food chains can break gender barriers by selecting gender-neutral brand ambassadors for their marketing campaigns. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)