Category
Business
Assisted Conversion
Trend cluster
Category
Lifestyle
Inclusion
Self-care brands owned by WOC challenge the industry's stereotypical target.
3.7
Trend score
Trend
What is the Lifestyle Inclusion trend?
Lifestyle Inclusion: 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
The consumer insight behind the Lifestyle Inclusion trend
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.
Trend themes
Themes within the Lifestyle Inclusion trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Lifestyle Inclusion trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How is your brand authentically presenting opportunities for women of color?
Trend signals
Trend signals for Lifestyle Inclusion
Trend score 3.7 out of 10, from popularity 50%, activity 52%, freshness 9%.
Popularity50%
Activity52%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Lifestyle Inclusion trend
4 featured examples from Aug 15, 2019 to Oct 10, 2020CategoryBusiness
Minority-Supporting Subscription Boxes
The Izzy Box Spotlights Minority- & Women-Owned Businesses
The subscription box industry has the opportunity to tap into the growing demand for diverse and socially conscious products while providing a personalized experience for consumer…
CategoryFashion
Minimalist Curly Haircare Lines
BREAD is a Clean Haircare Brand Catering Primarily to WOC
Disruptive innovation opportunity: revolutionize the beauty and personal care industry by introducing clean, minimalist haircare brands that meet the needs of diverse consumers.
CategoryLifestyle
Nearly Seamless Period Panties
Ruby Love Unveiled the New Bliss Collection for National Period Day
Disruptive innovation opportunity: Integrate period-proof technology into mainstream fashion by creating innovative and stylish designs.
CategoryLifestyle
Inclusive Motherhood Lifestyle Brands
Sugaberry is a Lifestyle Brand for and by Moms of Color
Opportunities for media companies to create diverse and inclusive content for mothers, such as podcasts, videos, and articles.
