# EmpowerTech Brands look to virtual platforms to inform and empower Gen Z. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Mar 28, 2019 | Category: [Tech](https://www.trendhunter.com/pro/category/technology-trends-and-gadgets) Source: Trend Hunter, https://www.trendhunter.com/protrends/empowertech ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 7 to Mar 25, 2019 - Published: Mar 28, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the EmpowerTech trend ### Empowerment Campaigns Brands are leveraging digital campaigns to inspire and empower consumers, particularly Gen Z, by aligning with their social and political values. ### 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. ### 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. ## What the EmpowerTech trend means for industry ### For 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 for EmpowerTech Trend score 3.5 out of 10, from popularity 60%, activity 38%, freshness 8%. - Popularity: 60% - Activity: 38% - Freshness: 8% ## Examples of the EmpowerTech trend 4 featured examples from Mar 7 to Mar 25, 2019. - [Empowering Superheroine Shops](https://www.trendhunter.com/trends/superheroine-hq): eBay's Superheroine HQ Spotlights Female Comic Book Heroes (Category: Marketing) Implication: The rise of female superheroes presents opportunities for film and TV studios to create and promote more female-led franchises with strong female characters. - [Empowering Promotional Video Games](https://www.trendhunter.com/trends/promotional-video-game): 'Pitaya' is a "Game-Changing Game" from Telecom Company Tuenti (Category: Tech) Implication: Disruptive innovation opportunity: Explore the integration of interactive games into telecommunication services to enhance customer engagement and loyalty. - [Online Game Charity Tournaments](https://www.trendhunter.com/trends/play-for-the-cure): Skillz & Susan G. Komen Host the Play for the Cure Event (Category: Social Good) Implication: The esports and gaming industry can leverage online game charity tournaments as a way to give back to the community and strengthen player engagement. - [Empowering Streaming Platform Fundraisers](https://www.trendhunter.com/trends/1000-dreams-fund): Twitch and 1000 Dreams Fund Team Up for a Charity Event (Category: Tech) Implication: Disruptive innovation opportunity: Introduce new technologies or platforms that promote equal representation and opportunities for women in the broadcasting industry. ## Recent trend clusters - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Adaptive Controls](https://www.trendhunter.com/protrends/adaptive-controls) (Tech) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) ## Trending in Tech - [Decor-Led Home Projectors](https://www.trendhunter.com/trends/decor-led-home-projectors) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) - [Dual-Wavelength Recovery Wearables](https://www.trendhunter.com/trends/joint-therapy) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Tech](https://www.trendhunter.com/tech)