# Diversified Ambassador Brands experiment with brand mascots & ambassadors to create more diversity. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jul 14, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/diversified-ambassador ## Key Figures - Trend score: 3.6/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 28, 2018 to Aug 24, 2019 - Published: Jul 14, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Diversified Ambassador trend ### 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. ### Male Brand Ambassadors in Beauty Industry A growing number of beauty brands are welcoming male ambassadors to be the face of their products. ### Employee Ambassador Programs H&M and other retail companies are launching internal ambassador programs, made up of their own style-conscious employees. ## What the Diversified Ambassador trend means for industry ### For 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 for Diversified Ambassador Trend score 3.6 out of 10, from popularity 52%, activity 48%, freshness 8%. - Popularity: 52% - Activity: 48% - Freshness: 8% ## Examples of the Diversified Ambassador trend 6 featured examples from Jan 28, 2018 to Aug 24, 2019. - [Fictitious Brand-Representing Influencers](https://www.trendhunter.com/trends/digital-human): Lil Wavi is a Digital Human with a Scandalous Attitude (Category: Pop Culture) Implication: Identifying disruptive innovation opportunities in the fashion industry, particularly in the realm of digital influencers. - [Socially Inclusive Branding Projects](https://www.trendhunter.com/trends/model-with-downs-syndrome): Benefit Cosmetics' Campaign Boasts a Model with Down Syndrome (Category: Marketing) Implication: Beauty companies can create disruptive innovation opportunities by showcasing diverse models in their campaigns and promoting inclusive messaging. - [Crossover QSR Mascots](https://www.trendhunter.com/trends/face-of-kfc): Chester Cheetah is the New Face of KFC, Taking on the Role of the Colonel (Category: Marketing) Implication: Quick Service Restaurants can explore disruptive innovation by leveraging crossover mascots from other QSRs to create unique promotional campaigns and attract new customers. - [Employee Ambassador Programs](https://www.trendhunter.com/trends/hm-insiders): H&M Insiders Leverages Employees as Style Advisors (Category: Marketing) Implication: Retailers can implement employee ambassador programs to strengthen their brand image and increase customer engagement. - [Male Skincare Ambassadors](https://www.trendhunter.com/trends/skincare-ambassador): Jonathan Van Ness is the Face of Biossance's Squalane Skincare (Category: Fashion) Implication: The beauty industry is witnessing a shift towards inclusivity with the introduction of male ambassadors. - [Gender Barrier-Breaking Colonels](https://www.trendhunter.com/trends/colonel-sanders): Reba McEntire is the First Female to Play KFC's Colonel Sanders (Category: Marketing) Implication: Fast food chains can break gender barriers by selecting gender-neutral brand ambassadors for their marketing campaigns. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)