Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Equality
Brands take effective measures to illustrate gender inequality.
4.1
Trend score
Trend
What is the Branded Equality trend?
Branded Equality: Discussions on gender equality often revolve around discriminatory practices in the workplace. In an effort to further this conversation in a meaningful way, many brands are illustrating the key differences between how different people experience the world, whether that be wage inequality or prejudice in hiring. This action-oriented approach indicates to consumers that brands are not looking to capitalize on social good, but actually strive to promote real-life results.
Trend themes
Themes within the Branded Equality trend
Three behaviours holding the trend together01
Gender Equality
Brands take effective measures to illustrate gender inequality.
02
Feminist Activism
Activist groups and companies are using feminist campaigns to encourage social change.
03
Inclusivity Campaigns
Companies are launching campaigns promoting inclusion and celebrating diversity.
Industry implications
What the Branded Equality trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion brands can use this trend to reinforce their commitment to gender neutrality and diversity.
For
Advertising & Marketing
This trend highlights the need for advertising and marketing industries to promote gender neutral messaging and inclusivity.
For
Entertainment & Media
Entertainment and media industries can use these trends to create diverse and inclusive campaigns, storylines, and characters that respect different gender identities and promote gender equality.
Workshop question
How could your brand become an advocate for a cause and incite action?
Trend signals
Trend signals for Branded Equality
Trend score 4.1 out of 10, from popularity 73%, activity 41%, freshness 8%.
Popularity73%
Activity41%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Equality trend
8 featured examples from Mar 21, 2015 to Jul 5, 2016CategoryMarketing
Striking Womanless Ads
Droga5's Gender Equality Campaign Proves Something is Missing
Disruptive innovation opportunities in the advertising industry include exploring new ways to challenge societal norms and promote gender equality through creative campaigns.
CategorySocial Good
Empowering Female Clothing Brands
'Too Pretty' Knows That Success Isn't About External Beauty
Opportunity for disrupting the fashion industry by creating feminist brands that challenge traditional gender roles.
CategorySocial Good
Wage Gap Shops
Less Than 100 Raises Awareness of Gender Wage Equality by Giving Women a Discount
Incorporate social justice components into retail models including pop-up shops, brick-and-mortar, and e-commerce, championing equality in pricing and diversity in sourcing.
CategoryPop Culture
Experimental Feminist Beers
Cerveja Feminista is a Brazilian Beer with a Gender Equality Twist
Opportunities for craft beer companies to create unique and socially conscious products that align with their brand values and appeal to consumers looking for products with a mess…
CategoryLifestyle
Feminist Workplace Reviews
Crowdsourced Site InHerSight Wants to Eradicate Sexism in the Workplace
The HR industry can utilize InHerSight's gender equality measurement tool to assess and improve workplace conditions for women employees.
CategoryMarketing
Uplifting Sportswear Ads
Sport Chek's Newest Workout Commercial Connects with Female Yogis
Sportswear companies can capitalize on the trend of female-targeted sportswear following the success of Sport Chek's The Pose.
CategorySocial Good
Marriage Equality Dessert Ads
Ben & Jerry's 'Love is Love' Campaign Supports Same-Sex Marriage
Food and beverage companies can create inclusive advertising campaigns and support marriage equality.
CategoryPop Culture
Inclusive Patriotic Campaigns
'We Are America' Allows John Cena to Explain What Being American Is
Develop inclusive advertising campaigns that target diverse audiences and challenge societal norms.
