Category
Lifestyle
Assisted Choices
Trend cluster
Category
Confidence
Prioritization
Brands focus on boosting the confidence of their customers.
3.4
Trend score
Trend
What is the Confidence Prioritization trend?
Confidence Prioritization: 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
The consumer insight behind the Confidence Prioritization trend
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.
Trend themes
Themes within the Confidence Prioritization trend
Three behaviours holding the trend together01
Confidence Marketing
Brands are prioritizing confidence over flaws and perceived needs for self-improvement to market products.
02
Inclusivity
Industries are recognizing the need to serve traditionally underserved demographics with inclusive offerings.
03
Community Connection
Companies are creating campaigns that encourage connections and interactions to build communities.
Industry implications
What the Confidence Prioritization trend means for industry
Where the trend changes the playbookFor
Beauty and Cosmetics
The beauty and cosmetics industry can create inclusive campaigns to boost confidence and offer complimentary classes.
For
Health and Wellness
Health and wellness industry can create stylish health equipment that promotes confidence and inclusivity.
For
Entertainment and Fitness
Entertainment and fitness industry can offer inclusive dance programs that boost confidence and act as a workout.
Workshop question
How could your brand better prioritize empowerment in its products, services or campaigns?
Trend signals
Trend signals for Confidence Prioritization
Trend score 3.4 out of 10, from popularity 55%, activity 39%, freshness 8%.
Popularity55%
Activity39%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Confidence Prioritization trend
4 featured examples from Nov 8, 2017 to Jan 23, 2019CategoryLifestyle
Confidence-Boosting Hearing Aids
The 'OH' Hearing Aid Device Reduces the Stigma for Users
Creating innovative medical equipment that caters to individual preferences.
CategoryFashion
Cost-Free Trans Makeup Classes
Sephora is Offering Complimentary Classes to the Trans Community
The cosmetics and beauty industry can adopt this trend to cater to the dynamic needs of a more diverse customer base and offer free classes, resources, or tutorials while offering…
CategoryLifestyle
High Heel Dance Programs
Toronto's 'Army of Sass' Offers Inclusive Lessons for All Skill Levels
Dance studios can innovate by offering inclusive dance programs that cater to people of diverse backgrounds and skill levels, fostering a supportive and inclusive dance community.
CategoryMarketing
Confidence-Boosting Free Cab Rides
EXCEL Gum's Toronto Campaign Seeks to Promote Connections
The ride-sharing industry can explore partnerships with brands to create interactive campaigns that promote community engagement and social connectivity.
