# Female-Focused Recovery Brands are supporting female economic recovery in light of COVID-19. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Jan 19, 2021 | Category: [Special](https://www.trendhunter.com/pro/category/special-features) Source: Trend Hunter, https://www.trendhunter.com/protrends/femalefocused-recovery ## Key Figures - Trend score: 1.4/10 - Evidence articles: 4 ## What is the Female-Focused Recovery trend? **Female-Focused Recovery:** The COVID-19 crisis has disproportionately affected women economically as many traditionally female-oriented jobs–like retail and childcare–were forced to close. To support this demographic, brands are launching funding, courses, and platforms to help women more easily re-enter the workforce. ## The consumer insight behind the Female-Focused Recovery trend Women, and in particular women of color, have been disproportionate discriminated in the workplace and unequal opportunities in the workplace. Now, women are also more likely to be responsible for child care duties as society continues to physical distance, limiting their scope of work. Informed consumers are increasingly dissatisfied with the failing systems that have long promoted gender inequalities and are pressuring brands and institutions to better support vulnerable people. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 10, 2020 to Apr 19, 2021 - Published: Jan 19, 2021 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [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 Female-Focused Recovery trend ### Women's Workforce Re-entry Brands are launching funding, courses, and platforms to help women more easily re-enter the workforce. ### Diversity Focused Job Hunting Solutions A growing number of diversity focused job hunting solutions are hitting the market to infuse diversity into teams of all kinds. ### Entrepreneurial Courses for Women Courses like Selfmade offer entrepreneurial training specifically for women to support their economic recovery. ## What the Female-Focused Recovery trend means for industry ### For Human Resources HR departments can explore diversity-focused job hunting solutions to create more inclusive teams. ### For Education and Training Brands can launch entrepreneurial courses for women to support their economic recovery. ### For Luxury and Retail Companies can create vocational training programs that guide women back into the workforce and support their advancement in creative, craft, and luxury retail professions. ## Workshop question How can your brand prioritize its diversity and inclusion efforts to support women and people of color? ## Trend signals for Female-Focused Recovery Trend score 1.4 out of 10, from popularity 21%, activity 12%, freshness 10%. - Popularity: 21% - Activity: 12% - Freshness: 10% ## Examples of the Female-Focused Recovery trend 4 featured examples from Dec 10, 2020 to Apr 19, 2021. - [Female Employment Support](https://www.trendhunter.com/trends/the-shecovery-project): The She-Covery Project Confronts Gendered Job Loss Amid COVID-19 (Category: Special) Implication: The human resources industry can explore innovative work arrangements and training programs to support the retention and advancement of female employees and to mitigate the impact… - [Female-Centric Job Platforms](https://www.trendhunter.com/trends/herjobs): 'HerJobs' Helps Teams Diversify by Boosting Female Talent on Teams (Category: Business) Implication: There is an opportunity for the human resources industry to adopt and integrate diversity-focused job platforms to increase the representation of underrepresented groups in the wo… - [Female Entrepreneurial Courses](https://www.trendhunter.com/trends/selfmade): Founders of Selfmade Hope to Support the 'She-Covery' Movement (Category: Special) Implication: Opportunity to provide diverse and accessible entrepreneurial education for women via digital platforms and technology. - [Women's Workforce Training Programs](https://www.trendhunter.com/trends/institut-des-mtiers-dexcellence): LVMH's Institut des Métiers d’Excellence Program is in Japan (Category: Business) Implication: LVMH's program is disrupting the luxury fashion retail industry by offering aspiring designers and retail workers unique hands-on experience and skills development. ## 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 Special - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) All articles: [Special](https://www.trendhunter.com/special)