Category
Lifestyle
Assisted Choices
Trend cluster
Category
Historical
Referencing
American brands evoke history to cater to Hispanic and Black communities.
1.6
Trend score
Trend
What is the Historical Referencing trend?
Historical Referencing: Brands in North America are referencing history in order to appeal to Hispanic and Black communities, offering a swift departure to the erasure or sugarcoating of these communities' history that has long been the case in educational, institutional and brand-related platforms. This shift comes as a direct response to the activism for representation and awareness within these communities, as well as brands' recognition that the multicultural makeup of North America can no longer go ignored.
Trend themes
Themes within the Historical Referencing trend
Three behaviours holding the trend together01
Heritage-Highlighting
Brands are referencing history and using cultural artifacts to showcase the tremendous influence of diverse cultures throughout history.
02
Activist-Honoring
Brands are creating collections to honor powerful activists and promote positive initiatives in the athletic community.
03
Social Experiment Dining
Restaurants are using social experiments to highlight societal and racial inequalities and tailor dining experiences according to personal factors.
Industry implications
What the Historical Referencing trend means for industry
Where the trend changes the playbookFor
Food and Snack Industry
Food and snack companies are creating new product lines to appeal to diverse cultural tastes and broaden consumer palates.
For
Advertising and Marketing Industry
Brands are using heritage-referencing and activism-honoring campaigns to appeal to shoppers across diverse communities.
For
Hospitality and Restaurant Industry
Restaurants are using social experiments to highlight inequalities in society and promote dialogue at the dinner table.
Workshop question
How could your brand cater to communities of color in an authentic way?
Trend signals
Trend signals for Historical Referencing
Trend score 1.6 out of 10, from popularity 24%, activity 15%, freshness 8%.
Popularity24%
Activity15%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Historical Referencing trend
5 featured examples from May 24, 2017 to Aug 10, 2019CategoryLifestyle
Authentic Hispanic Snacks
The Delicias Gloria Line Was Created to Appeal to Mexican Tastes
The food and beverage industry has the potential to capitalize on the growing demand for authentic and culturally diverse snack options.
CategoryLifestyle
Social Experiment Restaurant Pop-Ups
The SAARTJ Restaurant Aims to Show Privilege in Society
Disruptive innovation opportunity: Transform the traditional restaurant industry by incorporating personal factors into culinary experiences to foster inclusivity and highlight so…
CategoryFashion
Activist-Honoring Athletic Collections
Nike Unleashes Its Equality Black History Month Collection
Sports brands can create socially conscious collections that reflect diversity and promote equality within the athletic community.
CategoryLifestyle
Heritage-Highlighting Library Resources
The Google-Launched 'Latino Cultures' Diversifies the Web
The 'Latino Cultures' program provides an engaging platform for educational institutions to teach students about Latino culture and history.
CategoryMarketing
Immigration Tribute Ads
The Bazta Arpaio Ad Invoked an Ad from the 60s to Make a Political Point
Opportunity for advertising agencies to create impactful political ads and campaigns.
