# Consent Prioritization Brands promote safe sex and enthusiastic consent. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Apr 4, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/consent-prioritization ## Key Figures - Trend score: 3.3/10 - Evidence articles: 3 ## 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. ## 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. ## At a Glance - Evidence: 3 featured examples - Articles from: Nov 11, 2017 to Apr 4, 2019 - Published: Apr 4, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Consent Prioritization trend ### Enthusiastic Consent Brands and products are shifting towards promoting enthusiastic consent between partners. ### 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. ### 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. ## What the Consent Prioritization trend means for industry ### For 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 for Consent Prioritization Trend score 3.3 out of 10, from popularity 49%, activity 42%, freshness 8%. - Popularity: 49% - Activity: 42% - Freshness: 8% ## Examples of the Consent Prioritization trend 3 featured examples from Nov 11, 2017 to Apr 4, 2019. - [Consent-Focused Condom Packaging](https://www.trendhunter.com/trends/condom-packaging1): Tulipán's Free Condoms Can Only Be Open by Two People (Category: Lifestyle) Implication: Opportunities for the sexual health industry to create innovative contraceptives and promote sexual consent and safety. - [Romance Readiness Buttons](https://www.trendhunter.com/trends/lovesync): The 'LoveSync' Buttons Let Couples Communicate in a Non-Verbal Way (Category: Naughty) Implication: 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… - [Consent-Promoting Condoms](https://www.trendhunter.com/trends/wait): The 'Wait' Project Emphasizes the Importance of Enthusiastic Consent (Category: Lifestyle) Implication: Providing an opportunity to innovate on traditional contraception and sexual health education. ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)