Category
Lifestyle
Assisted Choices
Trend cluster
Category
DTC Social
Good
DTC retail brands strengthen the community element through social good.
5.3
Trend score
Trend
What is the DTC Social Good trend?
DTC Social Good: One of the benefits of the new DTC retail model -- brands that sell their products direct to the consumer as opposed to using a third-party retail site or space -- is that it highlights a sense of community, as well as authenticity. This is being highlighted through connection to social causes. The connection is a natural progression as entrepreneurial businesses inherently seem more trustworthy to consumers, making DTC involvement in social good seem less like a marketing ploy, and more like genuine activism.
Trend themes
Themes within the DTC Social Good trend
Three behaviours holding the trend together01
DTC Social Good
Direct-To-Consumer brands are highlighting a sense of community through their involvement in social causes.
02
Sustainable Subscriptions
Subscription services are now offering curated selections of natural and eco-friendly products, including household essentials, personal care items and swimwear.
03
Pride Fashion Campaigns
Fashion brands are featuring models and creating apparel that celebrates the LGBTQ+ community during pride month, raising funds for civil rights advocacy groups.
Industry implications
What the DTC Social Good trend means for industry
Where the trend changes the playbookFor
Retail
Retailers can incorporate social causes into their brand messaging to build consumer trust and loyalty.
For
Subscription Services
Subscription services can specialize in eco-friendly and socially conscious products to target consumers who prefer to shop with their conscience.
For
Fashion
Fashion brands can produce sustainable apparel and celebrate diversity and body positivity to attract consumers who seek socially and environmentally conscious products.
Workshop question
Is your brand connected to a social cause? If not, why? If yes, what are you doing to communicate authenticity in your cause work?
Trend signals
Trend signals for DTC Social Good
Trend score 5.3 out of 10, from popularity 71%, activity 80%, freshness 8%.
Popularity71%
Activity80%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the DTC Social Good trend
4 featured examples from Feb 14 to Jun 8, 2017CategoryEco
Socially Conscious Lifestyle Subscriptions
Love Goodly Offers Eco-Friendly Products Monthly
The beauty and wellness industry can tap into the socially conscious lifestyle trend by creating eco-friendly and ethical products.
CategorySocial Good
Pride-Supporting Fashion Campaigns
Everlane Spotlighted Hari Nef in Its Celebratory Editorial
The fashion industry can produce more collections that support and give back to social causes like LGBT rights
CategoryEco
Stylish Recycled Swimwear
The Reformation Swimwear Collection is Made from 85% Recycled Materials
The fashion industry can capitalize on the trend towards creating sustainable collections and embracing body positivity to cater to a conscientious and inclusive consumer market.
CategoryEco
Natural Home Essentials Subscriptions
The Honest Essentials Bundle Provides Personal Care Items
Opportunity for online retailers to offer subscription-based services for home essentials.
