Category
Tech
Delegated Interfaces
Trend cluster
Category
EmpowerTech
Brands look to virtual platforms to inform and empower Gen Z.
3.5
Trend score
Trend
What is the EmpowerTech trend?
EmpowerTech: Brands are using the digital space to build bonds through empowerment, charity, and genuine relatability for Gen Z consumers. Leveraging platforms Gen Z already connects with shows consumers which brands have the same values—an important characteristic to the next core consumer demographic.
Insight
The consumer insight behind the EmpowerTech trend
Gen Z is the only current generation that grew up with technology as a core part of their everyday lives from a very young age. Thus, this cohort is more inclined to turn to products, services, and brands in general that are able to leverage the seamless online transactions they’ve grown accustomed to. This generation’s social and political activism is predominantly facilitated and organized through online interactions, so brands that are able to align to those values are especially appealing to them.
Trend themes
Themes within the EmpowerTech trend
Three behaviours holding the trend together01
Empowerment Campaigns
Brands are leveraging digital campaigns to inspire and empower consumers, particularly Gen Z, by aligning with their social and political values.
02
Charity Fundraising Events
Online platforms and gaming companies are teaming up with charities to host events that empower women in traditionally male-dominated fields and raise money for social causes.
03
Disruptive Video Games
Companies are creating video games that challenge traditional gender norms by featuring female protagonists who solve problems and empower themselves, while incorporating brand messaging and offers.
Industry implications
What the EmpowerTech trend means for industry
Where the trend changes the playbookFor
Digital Marketing
Brands can capitalize on Gen Z's preference for digital communication and activism by creating campaigns that align with their values, creating lasting bonds.
For
Gaming
Gaming companies can leverage their platforms to promote social causes and empower women while providing gamers with creative and enriching experiences.
For
Ecommerce
Online retailers can pay homage to powerful women figures and charitable causes by leveraging their platforms to market unique and empowering merchandise to fans and collectors.
Workshop question
How are you establishing a connection with Gen Z (or even Z Alpha) to ensure you are top of mind during their transition into adulthood?
Trend signals
Trend signals for EmpowerTech
Trend score 3.5 out of 10, from popularity 60%, activity 38%, freshness 8%.
Popularity60%
Activity38%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the EmpowerTech trend
4 featured examples from Mar 7 to Mar 25, 2019CategoryMarketing
Empowering Superheroine Shops
eBay's Superheroine HQ Spotlights Female Comic Book Heroes
The rise of female superheroes presents opportunities for film and TV studios to create and promote more female-led franchises with strong female characters.
CategoryTech
Empowering Promotional Video Games
'Pitaya' is a "Game-Changing Game" from Telecom Company Tuenti
Disruptive innovation opportunity: Explore the integration of interactive games into telecommunication services to enhance customer engagement and loyalty.
CategorySocial Good
Online Game Charity Tournaments
Skillz & Susan G. Komen Host the Play for the Cure Event
The esports and gaming industry can leverage online game charity tournaments as a way to give back to the community and strengthen player engagement.
CategoryTech
Empowering Streaming Platform Fundraisers
Twitch and 1000 Dreams Fund Team Up for a Charity Event
Disruptive innovation opportunity: Introduce new technologies or platforms that promote equal representation and opportunities for women in the broadcasting industry.
