Category
Tech
Automated Upkeep
Trend cluster
Category
Empathetical
Branding
Brands address the struggles associated with modern life to form bonds.
4.2
Trend score
Trend
What is the Empathetical Branding trend?
Empathetical Branding: As consumers grow weary from constantly being sold in the overwhelming marketplace, brands are adopting a more empathetic approach to marketing that shows a sense of compassion for the woes associated with modern life. The tried and true method of marketing a problem before offering a solution is ditched for honesty-focused campaigns that create bonds on a more wholesome level to create a lasting relationship. With a customer base less interested in a fleeting brand than ever, the approach is more in-line with the friendship notion craved by individualistic shoppers.
Trend themes
Themes within the Empathetical Branding trend
Three behaviours holding the trend together01
Empathy-based Marketing
Brands are adopting empathy-based marketing strategies that try to form bonds with their customers by acknowledging and addressing the woes associated with modern life.
02
Gender Equality Advocacy
Companies are using their platforms to advocate for gender equality by highlighting real-life disparities and celebrating trailblazers.
03
Gender Role Reversal
Media content creators are exploring gender role reversal ideas by creating thought-provoking short films that vividly present an alternate reality.
Industry implications
What the Empathetical Branding trend means for industry
Where the trend changes the playbookFor
Marketing
The empathy-based marketing trend is especially relevant to companies marketing consumer goods and services.
For
Media & Entertainment
Gender role reversal and gender equality advocacy present an opportunity for media content creators to create innovative and thought-provoking content.
For
Finance
The issue of gender disparity in finance presents opportunities for firms to champion diversity and actively seek out solutions that address the challenges faced by women in the industry.
Trend signals
Trend signals for Empathetical Branding
Trend score 4.2 out of 10, from popularity 70%, activity 49%, freshness 8%.
Popularity70%
Activity49%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Empathetical Branding trend
6 featured examples from May 8, 2013 to Nov 5, 2015CategoryMarketing
Disturbing Gender Inequality Ads
These Powerful Ads Illustrate Sexist Opinions and Attitudes
The advertising industry can leverage disruptive innovation to create thought-provoking campaigns that challenge gender inequality.
CategoryEco
Dying Electronic Ads
These E-Waste Recycling Ads Show Keyboards and USBs on Sick Beds, Near Death
Consumer electronics companies can leverage E-waste recycling trends to differentiate themselves in a crowded market and appeal to customers who are environmentally conscious.
CategoryMarketing
Personal Diary Beauty Ads
Dove’s Carbon Paper Commercial is Helping Youths Live Their Dreams
Opportunities for brands to promote natural, authentic beauty standards and incorporate socially conscious messaging in their advertising.
CategoryLifestyle
Reversed Gender Role Films
Oppressed Majority by Eleonore Pourriat Explores an Alternate Reality
An opportunity for filmmakers to create films that challenge societal norms and expectations by using gender role reversal as a storytelling device.
CategoryMarketing
Female Football Campaigns
This Campaign Aims to Promote Female Football & Increase Youth Interest
There is an opportunity for sports apparel companies to create gender-inclusive clothing lines for all levels of competition, from youth to professional.
CategoryMarketing
Realistic Gender Disparity Ads
This Ad Shows That Women on Currency is Only a Symbolic Change
Opportunities for disruptive innovation in developing financial products or services that promote gender equality in wages.
