Category
Lifestyle
Festive Fusions
4.2
Trend score
Trend
What is the Branded Offset trend?
Branded Offset: While many eco-conscious brands have aimed for carbon-neutrality, there has recently been an increase in brands committing to being climate positive or producing zero carbon emissions while also removing additional carbon from the environment. With consumers' values shifting towards eco-conscious consumption, these initiatives highlight how brands are innovating their products and manufacturing processes to set a precedent of shifting towards a positive impact on the environment.
Insight
The consumer insight behind the Branded Offset trend
For eco-conscious consumers, corporations are often seen more as a hindrance than help toward the goal of ultimate sustainability. Largely because so far, the climate change crisis is often facilitated by corporations. Thus, consumers are more likely to trust brands that take actively visible climate-positive stances, and follow-through in everything from materials used to production processes.
Trend themes
Themes within the Branded Offset trend
Three behaviours holding the trend together01
Climate-Positive Initiatives
Brands are committing to being climate positive or producing zero carbon emissions while also removing additional carbon from the environment.
02
Eco-friendly Apparel
Brands are innovating their products and manufacturing processes to set a precedent of shifting towards a positive impact on the environment.
03
Circular Economy
Companies aim to create economic and social benefits while minimizing environmental impact via sustainable production, distribution, and consumption.
Industry implications
What the Branded Offset trend means for industry
Where the trend changes the playbookFor
Fashion Industry
As consumers' values shift towards eco-conscious consumption, fashion brands are incorporating more sustainable practices in their products and manufacturing processes.
For
Energy Industry
Carbon-offsetting campaigns support renewable energy initiatives, such as wind and solar energy, to reduce carbon footprint.
For
Home Goods Industry
More sustainable materials, such as rice straw, are being incorporated into the production of everyday home goods, in an effort to reduce pollution and waste.
Workshop question
Consider how your brand could leverage sustainable initiatives to align with your customer’s values.
Trend signals
Trend signals for Branded Offset
Trend score 4.2 out of 10, from popularity 74%, activity 44%, freshness 8%.
Popularity74%
Activity44%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Branded Offset trend
4 featured examples from Jun 13, 2018 to Jun 6, 2019CategoryEco
Air Pollution-Absorbing Shirts
The Kloters 'RepAir' Shirt Rids the Air from Contaminants
The fashion and apparel industry can incorporate innovations in sustainable material and technology to address environmental issues.
CategoryEco
Climate-Positive Sneakers
Elliott Footwear's Vegan Leather Sneakers Use 100% Recycled Microfiber
The sustainable fashion industry can benefit from the trend towards eco-friendly clothing by adopting and promoting environmentally-sustainable initiatives.
CategoryEco
Pollution-Combating Housewares
The IKEA FÖRÄNDRING Collection is Made from Rice Straw
Waste materials can be transformed into furniture, which presents opportunities for innovative sustainable products.
CategoryEco
Carbon-Offsetting Initiatives
Reformation's 'Carbon is Canceled' Supports Sustainable Practices
The fashion industry can embrace carbon-offsetting initiatives and sustainable practices to cater to the growing demand for eco-friendly clothing and accessories.
