# Inclusive Holiday Holiday marketing enhances focus on relationships outside the nuclear family. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 19, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/inclusive-holiday ## Key Figures - Trend score: 2.6/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 30, 2017 to Nov 8, 2019 - Published: Nov 19, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Inclusive Holiday trend ### 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. ### 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. ### 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. ## What the Inclusive Holiday trend means for industry ### For 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 for Inclusive Holiday Trend score 2.6 out of 10, from popularity 36%, activity 35%, freshness 9%. - Popularity: 36% - Activity: 35% - Freshness: 9% ## Examples of the Inclusive Holiday trend 6 featured examples from Jun 30, 2017 to Nov 8, 2019. - [In-Store Diversity Campaigns](https://www.trendhunter.com/trends/instore-diversity): Sephora Hired Its Own Employees to Model for Its Latest Holiday Ads (Category: Marketing) Implication: Disruptive innovation opportunity: Retailers can adopt in-store diversity campaigns to showcase representation and authenticity. - [Curry-Filled Advent Calendars](https://www.trendhunter.com/trends/christmas-advent-calendarr): The 12 Curries of Christmas Advent Calendar Shares Fragrant Blends (Category: Lifestyle) Implication: The food and beverage industry can capitalize on the trend of unique advent calendars by offering innovative and flavorful products during the holiday season. - [Christmas Friendship Chocolates](https://www.trendhunter.com/trends/christmas-chocolate): Quirky Gift Library's Christmas Chocolate Bars Celebrate Friends (Category: Lifestyle) Implication: New opportunities for personalized and festive products in the food and beverage industry like personalized menus for celebrations and themed food options. - [Multicultural Holiday Homeware](https://www.trendhunter.com/trends/vrmer): Ikea's VÄRMER Collection Celebrates Different Holiday Cultures (Category: Lifestyle) Implication: Opportunities for retailers to create inclusive holiday collections that cater to diverse cultural celebrations. - [Redefined Family Lookbooks](https://www.trendhunter.com/trends/holiday-beauty-campaign): Fluide Beauty's Holiday Beauty Campaign Celebrates Chosen Families (Category: Fashion) Implication: Opportunity for beauty brands to create more inclusive and diverse product lines, marketing campaigns, and photoshoots. - [Inclusive Holiday Ads](https://www.trendhunter.com/trends/kfc-malaysia): KFC Malaysia Launched a Campaign Reflecting the Diversity of the Country (Category: Marketing) Implication: Opportunity for fast food chains to create inclusive campaigns that appeal to diverse consumer bases. ## 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)