Category
Lifestyle
Assisted Choices
Trend cluster
Category
Inclusive
Holiday
Holiday marketing enhances focus on relationships outside the nuclear family.
2.6
Trend score
Trend
What is the Inclusive Holiday trend?
Inclusive Holiday: Holiday marketing in North America is straying from its more traditional representations of the nuclear family, to be more inclusive of a wide range of familial relationships. By representing and catering to a much broader group of consumers in their products and services, these brands seek to highlight the value of diversity in North America.
Insight
The consumer insight behind the Inclusive Holiday trend
When it comes to race, gender, ethnicity and religion, North America is extremely diverse. However, consumers in this region have long been accustomed to seeing specific demographics represented in the media, often excluding others who may better represent them. With the spotlight now on the importance and power of diversity, consumers are increasingly demanding that brands cater to and represent their clientele in its entirety.
Trend themes
Themes within the Inclusive Holiday trend
Three behaviours holding the trend together01
Inclusive Holiday Marketing
Brands in North America are representing and catering to a much broader group of consumers in their products and services, highlighting the value of diversity in North America, which is trending in the holiday season.
02
Personalized Gifting
Quirky Gift Library's Christmas Chocolate Bars and customizable gift selection showcase the disruptive innovation opportunity for brands to incorporate personalization in their products to cater to their clients' interests and preferences.
03
In-store Diversity and Representation Campaigns
Sephora's holiday campaign featuring casting of the company's own diverse employees and elevating and celebrating in-store diversity represents a trend towards the importance of diversity representation in marketing campaigns.
Industry implications
What the Inclusive Holiday trend means for industry
Where the trend changes the playbookFor
Retail and Consumer Goods Industry
Inclusive holiday marketing campaigns and personalized gifting offer potential disruptive innovation opportunities for retail and consumer goods industry professionals to cater to an increasingly diverse customer base.
For
Food and Beverage Industry
The 12 Curries of Christmas Advent Calendar showcases an innovative opportunity for food and beverage industry professionals to create unconventional holiday countdowns and introduce new festive season holiday traditions
For
Home Decor and Furnishing Industry
Ikea's VÄRMER collection celebrating different holiday cultures offers an innovation opportunity for home decor and furnishing industry professionals to create different cultural experience designs for the festive season.
Workshop question
How could your brand better highlight inclusivity in its campaigns?
Trend signals
Trend signals for Inclusive Holiday
Trend score 2.6 out of 10, from popularity 36%, activity 35%, freshness 9%.
Popularity36%
Activity35%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Inclusive Holiday trend
6 featured examples from Jun 30, 2017 to Nov 8, 2019CategoryMarketing
In-Store Diversity Campaigns
Sephora Hired Its Own Employees to Model for Its Latest Holiday Ads
Disruptive innovation opportunity: Retailers can adopt in-store diversity campaigns to showcase representation and authenticity.
CategoryLifestyle
Curry-Filled Advent Calendars
The 12 Curries of Christmas Advent Calendar Shares Fragrant Blends
The food and beverage industry can capitalize on the trend of unique advent calendars by offering innovative and flavorful products during the holiday season.
CategoryLifestyle
Christmas Friendship Chocolates
Quirky Gift Library's Christmas Chocolate Bars Celebrate Friends
New opportunities for personalized and festive products in the food and beverage industry like personalized menus for celebrations and themed food options.
CategoryLifestyle
Multicultural Holiday Homeware
Ikea's VÄRMER Collection Celebrates Different Holiday Cultures
Opportunities for retailers to create inclusive holiday collections that cater to diverse cultural celebrations.
CategoryFashion
Redefined Family Lookbooks
Fluide Beauty's Holiday Beauty Campaign Celebrates Chosen Families
Opportunity for beauty brands to create more inclusive and diverse product lines, marketing campaigns, and photoshoots.
CategoryMarketing
Inclusive Holiday Ads
KFC Malaysia Launched a Campaign Reflecting the Diversity of the Country
Opportunity for fast food chains to create inclusive campaigns that appeal to diverse consumer bases.
