Category
Business
Assisted Conversion
Trend cluster
Category
Empowered
Representation
Women-specific representation aims to amplify the voice of women.
1.5
Trend score
Trend
What is the Empowered Representation trend?
Empowered Representation: Brands that are beginning to understand the growing desire for representation across industries are aiming to address this with women-specific ventures that amplify the voice and work of women only.
Insight
The consumer insight behind the Empowered Representation trend
The fourth wave of feminism has brought on a lot of conversations around topics like female representation, sexuality, and workplace equality. Consumers are pushing for brands to adjust to their changing expectations for how women and girls should be represented—and all-encompassing equality is a big part of that shift. Consumers now expect that brands do more than pay lip service to causes related to social issues, and actually act on the progression they claim to support.
Trend themes
Themes within the Empowered Representation trend
Three behaviours holding the trend together01
Female Representation
Brands are catering to the growing consumer demand for women-specific ventures, aiming to amplify the voice and work of women through products, services, and content.
02
Gender Targeted Marketing
Facial recognition technology and gender detection is being used to target specific groups of people in marketing campaigns.
03
Women-Only Networks
Apps, platforms, and communities are creating women-only features to offer mentoring, professional networking and to connect women in previously male-dominated industries.
Industry implications
What the Empowered Representation trend means for industry
Where the trend changes the playbookFor
Marketing
Facial recognition technology and gender detection is opening a new door for marketers to target specific interest groups with greater precision than before.
For
Arts & Culture
The arts and culture industry is learning to redefine its scope in the #MeToo era with more gender-inclusive representation of female artists.
For
Professional Networking
Women-only apps, platforms and communities are disrupting the professional culture, answering the demand of female professionals seeking more representation and support as they navigate male-dominated industries.
Workshop question
How could your brand better focus on women’s representation?
Trend signals
Trend signals for Empowered Representation
Trend score 1.5 out of 10, from popularity 26%, activity 10%, freshness 9%.
Popularity26%
Activity10%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Empowered Representation trend
4 featured examples from Nov 1, 2018 to Dec 27, 2019CategorySocial Good
Women-Only Networking Features
Bumble Bizz's Women Only Feature Connects Professionals
Build social networking platforms that cater specifically to women professionals, providing a space for them to connect and collaborate.
CategoryPop Culture
Women's History Podcasts
The Wing's In-House Historian Hosts the 'No Man's Land' Brand Podcast
Disruptive innovation opportunity in creating inclusive storytelling platforms.
CategoryMarketing
Women-Only Beer Advertising
Astra's Facial Recognition Billboard Can Detect the Sex of Viewers
The development of gender-specific facial recognition billboards presents disruptive innovation opportunities for advertising and marketing agencies to create more targeted and ap…
CategoryArt & Design
Women-Only Museum Purchases
The Baltimore Museum of Art Will Only Buy from Women Artists in 2020
Museums can leverage this trend to redefine their collection and highlight women artists.
