Category
Lifestyle
Assisted Choices
Trend cluster
Category
Equality
Marketing
Campaigns focused on achieving equality appeal to female consumers.
4.4
Trend score
Trend
What is the Equality Marketing trend?
Equality Marketing: Looking to connect with their female consumers, brands are turning to marketing tactics that level the playing field between the sexes. Targeting issues such as the wage gap and sexual assault, brands seek to become more socially conscious and relevant. Equality-focused marketing is ultimately an attempt to meaningfully engage consumers who are at the forefront of social change.
Trend themes
Themes within the Equality Marketing trend
Three behaviours holding the trend together01
Equality-Focused Marketing
Brands are targeting social issues such as the wage gap and sexual assault in an attempt to become more socially conscious and appeal to female consumers.
02
Gender Equality Branding
Brands are using bold and thoughtful design that combines both masculine and feminine aesthetics to represent the values of gender equality movements and ultimately, become a symbol of gender equality.
03
Equality-Promoting Campaigns
Photo and video series are used to highlight the accomplishments and successes of various trans and gender-nonconforming people to raise awareness and provide more opportunities for trans people in different fields of work.
Industry implications
What the Equality Marketing trend means for industry
Where the trend changes the playbookFor
Marketing
Brands should focus on marketing tactics that level the playing field between sexes and become more socially conscious by targeting social issues such as the wage gap and sexual assault.
For
Design
Designers can use bold and thoughtful design that combines both masculine and feminine aesthetics to represent the values of gender equality movements and ultimately, become a symbol of gender equality.
For
Employment
Campaigns such as 'Trans at Work' highlight the accomplishments and successes of various trans and gender-nonconforming people to reduce employment discrimination and raise awareness of the employment issues trans people face.
Trend signals
Trend signals for Equality Marketing
Trend score 4.4 out of 10, from popularity 68%, activity 55%, freshness 8%.
Popularity68%
Activity55%
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 Equality Marketing trend
6 featured examples from Oct 9, 2014 to Jun 1, 2016CategoryTech
Equality-Promoting Campaigns
The Trans at Work Campaign Highlights Trans People's Accomplishments
Disruptive innovation opportunity: Utilizing creative campaigns and targeted messaging to promote equality and empower marginalized communities.
CategoryLifestyle
Gender-Bending Fitness Editorials
This Issue of Men’s Fitness Australia Features Ronda Rousey
Fitness magazines, gym equipment manufacturers, and athletic apparel brands have the potential to break gender stereotypes and promote gender equality in their marketing campaigns.
CategoryMarketing
Crude Gender Equality Ads
Sarah Silverman Discusses the Wage Gap and the Equal Payback Project
There is an opportunity for disruptive innovation in developing tools and systems that promote equitable compensation practices and mitigate the gender pay gap.
CategorySocial Good
Empowering Shampoo Ads
This Pantene Shampoo Commercial Reminds Women to be Needlessly Unapologetic
Companies in the personal care products industry can embrace disruptive innovation by developing products and campaigns that empower individuals and challenge societal norms, simi…
CategoryMarketing
Female Lumberjack Campaigns
The #StrengthHasNoGender Campaign Celebrates Women's History Month
The campaign presents an opportunity for companies in the advertising and marketing industry to create inclusive and empowering campaigns that resonate with diverse audiences.
CategorySocial Good
Equality Movement Branding
The HeForShe Logo Represents the Organization's Values
Branding agencies and designers can help equality organizations create thoughtful, gender-neutral branding.
