Category
Business
Assisted Conversion
Trend cluster
Category
Gender
Spotlighting
Campaigns and products specific to transgender people are rising in prominence.
2.8
Trend score
Trend
What is the Gender Spotlighting trend?
Gender Spotlighting: Large brands are increasingly highlighting the trials, triumphs and activism of transgender communities in their products, services and campaigns. Where once trans people were mostly included in the mainstream under umbrella campaigns related to the LGBT+ community as a whole, brands are realizing the importance of reflecting distinct consumer experiences.
Insight
The consumer insight behind the Gender Spotlighting trend
When it comes to diversity, brands paying lip service and being general is no longer an option. Young consumers in particular understand that even within marginalized communities, there are many factors that make experiences different for individuals--including race, gender, class and sexual orientation. The growing understanding of intersectionality among young people has resulted in activists pushing for that intersectionality to be represented across brands and institutions.
Trend themes
Themes within the Gender Spotlighting trend
Three behaviours holding the trend together01
Intersectionality Branding
Brands are realizing the importance of reflecting distinct consumer experiences and are highlighting the trials, triumphs, and activism of transgender communities in their products, services, and campaigns.
02
Empathetic Gaming
Video games are showcasing what it's like to be transgendered with choices that tend to fall into two categories: being anxious or being honest.
03
Trans-Inclusive Spaces
Organizations are advocating for and supporting the needs of marginalized communities by offering safe spaces, services that promote safe sex and wellbeing, and specialist services.
Industry implications
What the Gender Spotlighting trend means for industry
Where the trend changes the playbookFor
Cosmetics Industry
Cosmetics brands have an opportunity to create diverse product lines that offer a vast selection of color options, much like L'Oreal True Match's vast selection of shades.
For
Fashion Industry
The fashion industry can create a safe zone for personal expression and body positivity for everyone, including the LGBTQ+ community.
For
Healthcare Industry
The healthcare industry has an opportunity to offer equal access to education and services that promote safe sex and support the LGBTQ+ community, like Birmingham LGBT's HIV and STI testing, HIV prevention and support, and peer mentoring and specialist services.
Workshop question
How could your brand take a more nuanced approach to inclusion both internally and in the demographics it is trying to reach?
Trend signals
Trend signals for Gender Spotlighting
Trend score 2.8 out of 10, from popularity 36%, activity 40%, freshness 8%.
Popularity36%
Activity40%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Gender Spotlighting trend
5 featured examples from Jan 13, 2017 to Feb 13, 2019CategoryLuxury
Trans-Supportive Fashion Runways
Gypsy Sport's Fall 2018 Highlights Transgender Models
Incorporating transgender models and promoting body positivity in fashion shows to cater to a more diverse and inclusive customer base.
CategoryTech
Trans Experience Indie Games
'One Night, Hot Springs' Showcases Transgender Life in Japan
There is a growing demand for inclusive and diverse video games that accurately depict the experiences of marginalized communities.
CategoryLifestyle
LGBT-Friendly Sexual Health Clinics
Birmingham LGBT Recognizes Marginalized Communities
Disruptive innovation opportunities in the sexual health clinic industry to better serve marginalized communities, such as providing more accessible testing services and support f…
CategoryFashion
Diverse Foundation Campaigns
This L'Oreal True Match Commercial Celebrates Different Skin Shades
The cosmetics industry has the potential to revolutionize their marketing strategies and product development by promoting diversity and inclusivity.
CategoryMarketing
Trans-Supporting In-Store Campaigns
LUSH is Expanding its #TransRightAreHumanRights Campaign
Cosmetics brands can embrace activist-focused campaigns to promote inclusivity and support marginalized communities.
