Brands focus on boosting the confidence of their customers
Trend - Instead of focusing on flaws and perceived needs for self-improvement to market products, brands in a range of industries are prioritizing confidence. This is done either in favor of demographics who are traditionally underserved in this area or those within unlikely spaces.
Insight - Today's Millennial consumers are using social media as a tool to celebrate themselves and/or their community by sharing and advocating for inclusion. As a result, individuals have strongly rejected toxic media narratives in favor of more empowering ones. For many, this is tied to a growing consciousness and acceptance of diverse identity aspects like gender, sexuality, ethnicity, and/or body image.
Insight - Today's Millennial consumers are using social media as a tool to celebrate themselves and/or their community by sharing and advocating for inclusion. As a result, individuals have strongly rejected toxic media narratives in favor of more empowering ones. For many, this is tied to a growing consciousness and acceptance of diverse identity aspects like gender, sexuality, ethnicity, and/or body image.
Workshop Question - How could your brand better prioritize empowerment in its products, services or campaigns?
Trend Themes
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Confidence Marketing — Brands are prioritizing confidence over flaws and perceived needs for self-improvement to market products.
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Inclusivity — Industries are recognizing the need to serve traditionally underserved demographics with inclusive offerings.
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Community Connection — Companies are creating campaigns that encourage connections and interactions to build communities.
Industry Implications
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Beauty and Cosmetics — The beauty and cosmetics industry can create inclusive campaigns to boost confidence and offer complimentary classes.
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Health and Wellness — Health and wellness industry can create stylish health equipment that promotes confidence and inclusivity.
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Entertainment and Fitness — Entertainment and fitness industry can offer inclusive dance programs that boost confidence and act as a workout.
