# Confidence Prioritization Brands focus on boosting the confidence of their customers. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published May 13, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/confidence-prioritization ## Key Figures - Trend score: 3.4/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 8, 2017 to Jan 23, 2019 - Published: May 13, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Confidence Prioritization trend ### Confidence Marketing Brands are prioritizing confidence over flaws and perceived needs for self-improvement to market products. ### Inclusivity Industries are recognizing the need to serve traditionally underserved demographics with inclusive offerings. ### Community Connection Companies are creating campaigns that encourage connections and interactions to build communities. ## What the Confidence Prioritization trend means for industry ### For 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 for Confidence Prioritization Trend score 3.4 out of 10, from popularity 55%, activity 39%, freshness 8%. - Popularity: 55% - Activity: 39% - Freshness: 8% ## Examples of the Confidence Prioritization trend 4 featured examples from Nov 8, 2017 to Jan 23, 2019. - [Confidence-Boosting Hearing Aids](https://www.trendhunter.com/trends/hearing-aid-device): The 'OH' Hearing Aid Device Reduces the Stigma for Users (Category: Lifestyle) Implication: Creating innovative medical equipment that caters to individual preferences. - [Cost-Free Trans Makeup Classes](https://www.trendhunter.com/trends/free-makeup-classes): Sephora is Offering Complimentary Classes to the Trans Community (Category: Fashion) Implication: 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… - [High Heel Dance Programs](https://www.trendhunter.com/trends/army-of-sass): Toronto's 'Army of Sass' Offers Inclusive Lessons for All Skill Levels (Category: Lifestyle) Implication: 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. - [Confidence-Boosting Free Cab Rides](https://www.trendhunter.com/trends/free-cab-rides): EXCEL Gum's Toronto Campaign Seeks to Promote Connections (Category: Marketing) Implication: The ride-sharing industry can explore partnerships with brands to create interactive campaigns that promote community engagement and social connectivity. ## 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)