Category
Lifestyle
Assisted Choices
Trend cluster
Category
Diversified
Ambassador
Brands experiment with brand mascots & ambassadors to create more diversity.
3.6
Trend score
Trend
What is the Diversified Ambassador trend?
Diversified Ambassador: Realizing the need to be more open and inclusive with their audiences, brands are getting creative with their brand mascots and ambassadors. This is particularly the case with brands that shift the existing traditional norms around gender, disabilities as well as incorporating elements of CGI advances.
Insight
The consumer insight behind the Diversified Ambassador trend
Millennials and Gen Z are seeking diversity and representation in all aspects of engagement, both digital and physical. Increasingly, diversity and inclusion play a key role in the outlook that shapes these socially conscious demographic groups. This awareness has been driven in part by these groups feeling liberated to speak out against brands and institutions who have historically avoided supporting social issues or causes. Customers are increasingly drawn towards brands that break the mold and embrace uniqueness and inclusivity.
Trend themes
Themes within the Diversified Ambassador trend
Three behaviours holding the trend together01
Diverse and Inclusive Mascots and Ambassadors
Brands are getting creative with their brand mascots and ambassadors, particularly shifting the existing traditional norms around gender, disabilities, and incorporating elements of CGI advances.
02
Male Brand Ambassadors in Beauty Industry
A growing number of beauty brands are welcoming male ambassadors to be the face of their products.
03
Employee Ambassador Programs
H&M and other retail companies are launching internal ambassador programs, made up of their own style-conscious employees.
Industry implications
What the Diversified Ambassador trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
There is a need for brands and businesses to be more open and inclusive with their audiences as Millennials and Gen Z seek diversity and representation in all aspects of engagement, both digital and physical.
For
Beauty Industry
The shift in gender norms has opened up opportunities for male brand ambassadors in the beauty industry.
For
Retail Industry
Brands are launching employee ambassador programs, which can be effective at building an authentic and relatable presence.
Workshop question
How can you diversify your brand representation through the use of more inclusive marketing tactics?
Trend signals
Trend signals for Diversified Ambassador
Trend score 3.6 out of 10, from popularity 52%, activity 48%, freshness 8%.
Popularity52%
Activity48%
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 Diversified Ambassador trend
6 featured examples from Jan 28, 2018 to Aug 24, 2019CategoryPop Culture
Fictitious Brand-Representing Influencers
Lil Wavi is a Digital Human with a Scandalous Attitude
Identifying disruptive innovation opportunities in the fashion industry, particularly in the realm of digital influencers.
CategoryMarketing
Socially Inclusive Branding Projects
Benefit Cosmetics' Campaign Boasts a Model with Down Syndrome
Beauty companies can create disruptive innovation opportunities by showcasing diverse models in their campaigns and promoting inclusive messaging.
CategoryMarketing
Crossover QSR Mascots
Chester Cheetah is the New Face of KFC, Taking on the Role of the Colonel
Quick Service Restaurants can explore disruptive innovation by leveraging crossover mascots from other QSRs to create unique promotional campaigns and attract new customers.
CategoryMarketing
Employee Ambassador Programs
H&M Insiders Leverages Employees as Style Advisors
Retailers can implement employee ambassador programs to strengthen their brand image and increase customer engagement.
CategoryFashion
Male Skincare Ambassadors
Jonathan Van Ness is the Face of Biossance's Squalane Skincare
The beauty industry is witnessing a shift towards inclusivity with the introduction of male ambassadors.
CategoryMarketing
Gender Barrier-Breaking Colonels
Reba McEntire is the First Female to Play KFC's Colonel Sanders
Fast food chains can break gender barriers by selecting gender-neutral brand ambassadors for their marketing campaigns.
