Category
Fashion
Smile Cosmetics
Trend cluster
Category
Intersectional
Campaign
Brands adopt a more intersectional approach to diversity and inclusion.
3.8
Trend score
Trend
What is the Intersectional Campaign trend?
Intersectional Campaign: In recent years, brands have adapted to demands for inclusion by incorporating it into their core values. Inclusion is taken even further by brands that are adopting <i>intersectionality </i>into campaigns or business models--offering a more nuanced and thoughtful approach to DEI.
Insight
The consumer insight behind the Intersectional Campaign trend
Calls for inclusion and equity within a wide range of North American industries have been heavily influenced by Gen Z and Millennials' social impact. These generations are informed consumers, socially conscious, and generally hold progressive values--resulting in them being more discerning shoppers. As consumers, they're more likely to trust brands that demonstrate an understanding and appreciation for their experiences, needs, and personal values.
Trend themes
Themes within the Intersectional Campaign trend
Three behaviours holding the trend together01
Intersectional Campaigns
Brands are adopting intersectionality into campaigns or business models, catering to more nuanced and thoughtful approach to DEI.
02
Mental Health Resource Hubs
Mental health hubs, especially for communities with unique needs, like Black women and the LGBTQ+ community, are being created by public figures in the entertainment industry.
03
Inclusive Educational Apps
Education technology companies are developing products promoting inclusivity and diversity with customized content to cater to children of all educational backgrounds.
Industry implications
What the Intersectional Campaign trend means for industry
Where the trend changes the playbookFor
Fashion and Design
Adaptive fashion and innovative lingerie are becoming more prevalent as brands explore inclusive options for those living with chronic illness or a disability.
For
Entertainment and Media
Public figures in the entertainment industry are building mental health resource hubs, highlighting a wider need for a focus on mental health.
For
Education and Technology
The education technology industry is developing more inclusive products to cater to children of all educational backgrounds by providing customized content.
Workshop question
How could your brand incorporate intersectionality in its efforts toward inclusion?
Trend signals
Trend signals for Intersectional Campaign
Trend score 3.8 out of 10, from popularity 50%, activity 47%, freshness 17%.
Popularity50%
Activity47%
Freshness17%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Intersectional Campaign trend
7 featured examples from Oct 29, 2020 to Jul 21, 2023CategorySocial Good
Pride-Celebrating Apparel
Calvin Klein Launches Its Pride Campaign and 'This is Love' Apparel
Fashion brands can explore creating more Pride-themed collections and apparel.
CategoryFashion
Disability-Inclusive Lingerie
Intimately's Adaptive Lingerie is Made for People with Disabilities
The fashion industry has the opportunity to disrupt the norm by creating and offering adaptive clothing for people with disabilities.
CategoryPop Culture
Rapper-Created Mental Health Hubs
Megan Thee Stallion's Mental Health Website Helps Fans Find Aid
The entertainment industry can collaborate with mental health professionals and nonprofits or create their own initiatives to provide mental health resources and destigmatize ment…
CategoryLife-Stages
Inclusive Children's Education Apps
Smart Tales is Certified by IBCCES as an Autism Resource
Marshmallow Games is an Italian educational tech company that is committed to developing innovative and inclusive products promoting inclusivity and diversity.
CategoryFashion
Age-Inclusive Father's Day Campaigns
Brooks Brothers' Latest Campaign Celebrates Dads
Retailers can leverage their brand heritage and history to create compelling campaigns that resonate with their customers and attract new ones.
CategorySocial Good
LGBTQIA + Charitable Auctions
FOLX Health Partnered with The Black Trans Advocacy Coalition
The collaboration between FOLX Health and The Black Trans Advocacy Coalition presents disruptive innovation opportunities for healthcare technology companies to develop digital so…
CategoryMarketing
Intersectionality Employment Campaigns
LinkedIn Launched the Conversations for Change Campaign
By increasing representation in advertising, companies can attract diverse consumer bases and create more inclusive brand identities.
