# DTC Social Good DTC retail brands strengthen the community element through social good. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jun 27, 2017 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/directtocommunity ## Key Figures - Trend score: 5.3/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 14 to Jun 8, 2017 - Published: Jun 27, 2017 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the DTC Social Good trend ### DTC Social Good Direct-To-Consumer brands are highlighting a sense of community through their involvement in social causes. ### Sustainable Subscriptions Subscription services are now offering curated selections of natural and eco-friendly products, including household essentials, personal care items and swimwear. ### 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. ## What the DTC Social Good trend means for industry ### For 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 for DTC Social Good Trend score 5.3 out of 10, from popularity 71%, activity 80%, freshness 8%. - Popularity: 71% - Activity: 80% - Freshness: 8% ## Examples of the DTC Social Good trend 4 featured examples from Feb 14 to Jun 8, 2017. - [Socially Conscious Lifestyle Subscriptions](https://www.trendhunter.com/trends/love-goodly): Love Goodly Offers Eco-Friendly Products Monthly (Category: Eco) Implication: The beauty and wellness industry can tap into the socially conscious lifestyle trend by creating eco-friendly and ethical products. - [Pride-Supporting Fashion Campaigns](https://www.trendhunter.com/trends/everlane): Everlane Spotlighted Hari Nef in Its Celebratory Editorial (Category: Social Good) Implication: The fashion industry can produce more collections that support and give back to social causes like LGBT rights - [Stylish Recycled Swimwear](https://www.trendhunter.com/trends/reformation-swimwear): The Reformation Swimwear Collection is Made from 85% Recycled Materials (Category: Eco) Implication: 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. - [Natural Home Essentials Subscriptions](https://www.trendhunter.com/trends/honest-essentials-bundle): The Honest Essentials Bundle Provides Personal Care Items (Category: Eco) Implication: Opportunity for online retailers to offer subscription-based services for home essentials. ## 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 Social Good - [Athlete-Partnership Charity Pizzas](https://www.trendhunter.com/trends/nick-bosa) - [Pet Rescue Food Donations](https://www.trendhunter.com/trends/badlands-ranch) - [Life Jacket Technology Advancements](https://www.trendhunter.com/trends/life-jacket-technology) All articles: [Social Good](https://www.trendhunter.com/socialgood)