# Gender Spotlighting Campaigns and products specific to transgender people are rising in prominence. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Dec 11, 2018 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/gender-spotlighting ## Key Figures - Trend score: 2.8/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 13, 2017 to Feb 13, 2019 - Published: Dec 11, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Gender Spotlighting trend ### 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. ### 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. ### 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. ## What the Gender Spotlighting trend means for industry ### For 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 for Gender Spotlighting Trend score 2.8 out of 10, from popularity 36%, activity 40%, freshness 8%. - Popularity: 36% - Activity: 40% - Freshness: 8% ## Examples of the Gender Spotlighting trend 5 featured examples from Jan 13, 2017 to Feb 13, 2019. - [Trans-Supportive Fashion Runways](https://www.trendhunter.com/trends/transgender-models1): Gypsy Sport's Fall 2018 Highlights Transgender Models (Category: Luxury) Implication: Incorporating transgender models and promoting body positivity in fashion shows to cater to a more diverse and inclusive customer base. - [Trans Experience Indie Games](https://www.trendhunter.com/trends/one-night-hot-springs): 'One Night, Hot Springs' Showcases Transgender Life in Japan (Category: Tech) Implication: There is a growing demand for inclusive and diverse video games that accurately depict the experiences of marginalized communities. - [LGBT-Friendly Sexual Health Clinics](https://www.trendhunter.com/trends/birmingham-lgbt): Birmingham LGBT Recognizes Marginalized Communities (Category: Lifestyle) Implication: Disruptive innovation opportunities in the sexual health clinic industry to better serve marginalized communities, such as providing more accessible testing services and support f… - [Diverse Foundation Campaigns](https://www.trendhunter.com/trends/loreal-true-match): This L'Oreal True Match Commercial Celebrates Different Skin Shades (Category: Fashion) Implication: The cosmetics industry has the potential to revolutionize their marketing strategies and product development by promoting diversity and inclusivity. - [Trans-Supporting In-Store Campaigns](https://www.trendhunter.com/trends/transrightsarehumanrights): LUSH is Expanding its #TransRightAreHumanRights Campaign (Category: Marketing) Implication: Cosmetics brands can embrace activist-focused campaigns to promote inclusivity and support marginalized communities. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)