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Lifestyle Inclusion

Self-care brands owned by WOC challenge the industry's stereotypical target

Trend - Wellness and lifestyle-related industries have long been exclusionary in the demographics they appeal to and target, but this is now changing with the growth of brands in this space that are owned by women of color. Businesses in this space include everything from hair care collections created by and for black women and women of color, and women and minority-supporting subscription boxes.

Insight - Consumers are increasingly demanding representation and equal opportunity in a range of industries, and are now quicker to call out brands and industries that have failed to meet their standards--whether that's in opportunities for minorities, the treatment of minorities, or in exclusionary targeting. With growing knowledge around how discrimination in various industries is impacting many minorities--particularly black and minority women--consumers are turning to brands that are owned by the demographics that have previously received less representation.
Workshop Question - How is your brand authentically presenting opportunities for women of color?
Trend Themes
1. Inclusive Demographic Targeting - Brands owned by minorities, women and people of color are gaining popularity as consumers demand for equal representation in both entertainment and commerce.
2. Simplified Editing for Minimalism - Product lines that cater to the minimalist woman, using high-quality, clean and locally sourced ingredients, are growing in popularity in the haircare and beauty industry.
3. Innovative Retail Subscription Services - Subscription services that promote inclusivity and diversity in retail, focusing on minority-owned businesses, are becoming a more accessible, and more popular way for consumers to shop, explore, and discover new brands.
Industry Implications
1. Entertainment - Inclusive content creation industries, like audio, editorial and visual media, are increasingly demanded by minority consumers as under-representation is challenged and attitudes regarding race and identity evolve.
2. Haircare/beauty - The high demand for clean, locally-sourced minimalistic products points to an opportunity for the haircare and beauty industry to break from large batches of manufacturing and exploration of clean health, developing a more mature and sophisticated industry.
3. Retail/subscription Services - The boom of innovative subscription-type retail services presents endless opportunities to explore diverse markets and suppliers, opening businesses to wider audiences while retaining key authentic product aspects and the benefits of community diversity.
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
4 Featured, 36 Examples:
102,792 Total Clicks
Date Range:
Aug 19 — Oct 20
Trending:
Warm
Consumer Insight Topics:

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