# Equality Marketing Campaigns focused on achieving equality appeal to female consumers. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Mar 9, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/equalityfocused-marketing ## Key Figures - Trend score: 4.4/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 9, 2014 to Jun 1, 2016 - Published: Mar 9, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Equality Marketing trend ### 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. ### 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. ### 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. ## What the Equality Marketing trend means for industry ### For 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 for Equality Marketing Trend score 4.4 out of 10, from popularity 68%, activity 55%, freshness 8%. - Popularity: 68% - Activity: 55% - Freshness: 8% ## Examples of the Equality Marketing trend 6 featured examples from Oct 9, 2014 to Jun 1, 2016. - [Equality-Promoting Campaigns](https://www.trendhunter.com/trends/equality-promoting): The Trans at Work Campaign Highlights Trans People's Accomplishments (Category: Tech) Implication: Disruptive innovation opportunity: Utilizing creative campaigns and targeted messaging to promote equality and empower marginalized communities. - [Gender-Bending Fitness Editorials](https://www.trendhunter.com/trends/mens-fitness-australia): This Issue of Men’s Fitness Australia Features Ronda Rousey (Category: Lifestyle) Implication: Fitness magazines, gym equipment manufacturers, and athletic apparel brands have the potential to break gender stereotypes and promote gender equality in their marketing campaigns. - [Crude Gender Equality Ads](https://www.trendhunter.com/trends/wage-gap): Sarah Silverman Discusses the Wage Gap and the Equal Payback Project (Category: Marketing) Implication: There is an opportunity for disruptive innovation in developing tools and systems that promote equitable compensation practices and mitigate the gender pay gap. - [Empowering Shampoo Ads](https://www.trendhunter.com/trends/shampoo-commercial): This Pantene Shampoo Commercial Reminds Women to be Needlessly Unapologetic (Category: Social Good) Implication: Companies in the personal care products industry can embrace disruptive innovation by developing products and campaigns that empower individuals and challenge societal norms, simi… - [Female Lumberjack Campaigns](https://www.trendhunter.com/trends/strengthhasnogender): The #StrengthHasNoGender Campaign Celebrates Women's History Month (Category: Marketing) Implication: The campaign presents an opportunity for companies in the advertising and marketing industry to create inclusive and empowering campaigns that resonate with diverse audiences. - [Equality Movement Branding](https://www.trendhunter.com/trends/heforshe-logo): The HeForShe Logo Represents the Organization's Values (Category: Social Good) Implication: Branding agencies and designers can help equality organizations create thoughtful, gender-neutral branding. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)