# Historical Referencing American brands evoke history to cater to Hispanic and Black communities. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published May 24, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/historical-referencing ## Key Figures - Trend score: 1.6/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: May 24, 2017 to Aug 10, 2019 - Published: May 24, 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 Alpha, Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Historical Referencing trend ### Heritage-Highlighting Brands are referencing history and using cultural artifacts to showcase the tremendous influence of diverse cultures throughout history. ### Activist-Honoring Brands are creating collections to honor powerful activists and promote positive initiatives in the athletic community. ### Social Experiment Dining Restaurants are using social experiments to highlight societal and racial inequalities and tailor dining experiences according to personal factors. ## What the Historical Referencing trend means for industry ### For 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 for Historical Referencing Trend score 1.6 out of 10, from popularity 24%, activity 15%, freshness 8%. - Popularity: 24% - Activity: 15% - Freshness: 8% ## Examples of the Historical Referencing trend 5 featured examples from May 24, 2017 to Aug 10, 2019. - [Authentic Hispanic Snacks](https://www.trendhunter.com/trends/delicias-gloria): The Delicias Gloria Line Was Created to Appeal to Mexican Tastes (Category: Lifestyle) Implication: The food and beverage industry has the potential to capitalize on the growing demand for authentic and culturally diverse snack options. - [Social Experiment Restaurant Pop-Ups](https://www.trendhunter.com/trends/saartj-restaurant): The SAARTJ Restaurant Aims to Show Privilege in Society (Category: Lifestyle) Implication: Disruptive innovation opportunity: Transform the traditional restaurant industry by incorporating personal factors into culinary experiences to foster inclusivity and highlight so… - [Activist-Honoring Athletic Collections](https://www.trendhunter.com/trends/equality-black-history-month-collection): Nike Unleashes Its Equality Black History Month Collection (Category: Fashion) Implication: Sports brands can create socially conscious collections that reflect diversity and promote equality within the athletic community. - [Heritage-Highlighting Library Resources](https://www.trendhunter.com/trends/googlelaunched-latino-cultures): The Google-Launched 'Latino Cultures' Diversifies the Web (Category: Lifestyle) Implication: The 'Latino Cultures' program provides an engaging platform for educational institutions to teach students about Latino culture and history. - [Immigration Tribute Ads](https://www.trendhunter.com/trends/bazta-arpaio): The Bazta Arpaio Ad Invoked an Ad from the 60s to Make a Political Point (Category: Marketing) Implication: Opportunity for advertising agencies to create impactful political ads and campaigns. ## 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)