Category
Lifestyle
Assisted Choices
Trend cluster
Category
Consent
Prioritization
Brands promote safe sex and enthusiastic consent.
3.3
Trend score
Trend
What is the Consent Prioritization trend?
Consent Prioritization: Brands that work within industries related to intimacy, particularly those concerned with safe sex, are increasingly prioritizing the promotion of enthusiastic consent between partners. This shift comes as discussions around sexual assault and harassment have become more nuanced.
Insight
The consumer insight behind the Consent Prioritization trend
Many people, particularly women, are pushing a greater understanding of issues pertaining to women's rights, equality and safety as fourth wave feminism's impact on the modern day grows. This awareness is now being commodified, which for some may undercut the issues at-hand, while for others might bring more awareness.
Trend themes
Themes within the Consent Prioritization trend
Three behaviours holding the trend together01
Enthusiastic Consent
Brands and products are shifting towards promoting enthusiastic consent between partners.
02
Sexual Safety Wearables
New technology is being developed to address issues of sexual assault and harassment on college campuses, such as bracelets that track BAC and location.
03
Discreet Romantic Communication
Products are being developed to enable couples to communicate their interest in being intimate in a nonverbal manner, such as the LoveSync buttons.
Industry implications
What the Consent Prioritization trend means for industry
Where the trend changes the playbookFor
Intimate Products
Companies within this industry should consider shifting towards more enthusiastic consent promotion in their branding and packaging.
For
Sexual Safety Tech
There is an opportunity for tech companies to create new products that aim to address issues of sexual assault and harassment on college campuses.
For
Romantic Communication
Brands within the romance industry could produce products that encourage nonverbal communication around intimacy and consent.
Workshop question
How could your brand better promote or enhance the safety of its employees and/or customers?
Trend signals
Trend signals for Consent Prioritization
Trend score 3.3 out of 10, from popularity 49%, activity 42%, freshness 8%.
Popularity49%
Activity42%
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 Consent Prioritization trend
3 featured examples from Nov 11, 2017 to Apr 4, 2019CategoryLifestyle
Consent-Focused Condom Packaging
Tulipán's Free Condoms Can Only Be Open by Two People
Opportunities for the sexual health industry to create innovative contraceptives and promote sexual consent and safety.
CategoryNaughty
Romance Readiness Buttons
The 'LoveSync' Buttons Let Couples Communicate in a Non-Verbal Way
Technology companies can develop new products that enable non-verbal communication, such as apps or wearables that allow users to convey their interest or consent discreetly and e…
CategoryLifestyle
Consent-Promoting Condoms
The 'Wait' Project Emphasizes the Importance of Enthusiastic Consent
Providing an opportunity to innovate on traditional contraception and sexual health education.
