Category
Lifestyle
Assisted Choices
Trend cluster
Category
Lighthearted
Altruism
Campaigns focused on inclusiveness take on a more casual tone.
2.9
Trend score
Trend
What is the Lighthearted Altruism trend?
Lighthearted Altruism: Brands and organizations looking to signify a commitment to diversity are doing so with marketing campaigns that have an unexpectedly light and sometimes even sarcastic tone to them. This stands in stark contrast to the typically serious and emotion-driven style that's come to be characteristic of this content.
Insight
The consumer insight behind the Lighthearted Altruism trend
Consumers, especially those who are immediately impacted by diversity efforts, are accustomed to messaging around inclusiveness that has a very serious and intense tone that's effective at eliciting an emotional response, but not necessarily resulting in meaningful change. As a result, there's a craving for more frank and honest communication around important topics like diversity.
Trend themes
Themes within the Lighthearted Altruism trend
Three behaviours holding the trend together01
Lighthearted Altruism
Brands are using a more casual tone in marketing campaigns focused on inclusiveness, and consumers want more frank and honest communication.
02
Inclusive Advertising
Businesses are creating ads that showcase diversity and inclusivity, with a particular focus on people with disabilities.
03
Cultural Inclusion
Companies are creating campaigns that promote diversity and inclusivity of different cultures and traditions.
Industry implications
What the Lighthearted Altruism trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
These trends offer opportunities to create more effective and meaningful marketing campaigns focused on inclusivity.
For
Corporate Social Responsibility
Companies can use these trends to drive a more comprehensive approach to corporate social responsibility and promote diversity and inclusion in the workplace.
For
Fashion and Apparel
These trends present opportunities to create more inclusive clothing and undergarment lines that cater to a wider range of body types and disabilities.
Workshop question
What are some ways your brand could approach a serious topic with a respectful but radically honest approach?
Trend signals
Trend signals for Lighthearted Altruism
Trend score 2.9 out of 10, from popularity 58%, activity 20%, freshness 9%.
Popularity58%
Activity20%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Lighthearted Altruism trend
4 featured examples from Aug 8 to Oct 30, 2019CategorySocial Good
Inclusive Male-Targeted Underwear Campaigns
Hanes Debuted the Comfort-Focused 'Every Bod' Campaign
Inclusive campaigns and innovative product designs could disrupt the traditional male underwear industry.
CategoryMarketing
Parody Inclusion Ads
Valuable 500's 'Diversish' Campaign Promotes Hiring People with Disabilities
Ad agencies and marketing firms can partner with organizations to create impactful campaigns that call out issues in industries' messaging and initiate change.
CategoryMarketing
Inclusivity-Focused Burger Ads
This Burger King Ad Employs Eduardo — a Cheerful Man Who is Blind
Fast food chains can follow the trend created by Burger King in creating an inclusive and accessible dining experience for visually-impaired customers.
CategorySocial Good
Diwali-Themed Inclusive Campaigns
Aditya Birla Group Launched the #BlurTheBoundaries Campaign
Disruptive innovation opportunity: Develop inclusive campaigns that challenge traditional advertising norms and cater to diverse consumer segments.
