# Lighthearted Altruism Campaigns focused on inclusiveness take on a more casual tone. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Nov 7, 2019 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/lighthearted-altruism ## Key Figures - Trend score: 2.9/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 8 to Oct 30, 2019 - Published: Nov 7, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Lighthearted Altruism trend ### Lighthearted Altruism Brands are using a more casual tone in marketing campaigns focused on inclusiveness, and consumers want more frank and honest communication. ### Inclusive Advertising Businesses are creating ads that showcase diversity and inclusivity, with a particular focus on people with disabilities. ### Cultural Inclusion Companies are creating campaigns that promote diversity and inclusivity of different cultures and traditions. ## What the Lighthearted Altruism trend means for industry ### For 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 for Lighthearted Altruism Trend score 2.9 out of 10, from popularity 58%, activity 20%, freshness 9%. - Popularity: 58% - Activity: 20% - Freshness: 9% ## Examples of the Lighthearted Altruism trend 4 featured examples from Aug 8 to Oct 30, 2019. - [Inclusive Male-Targeted Underwear Campaigns](https://www.trendhunter.com/trends/every-bod): Hanes Debuted the Comfort-Focused 'Every Bod' Campaign (Category: Social Good) Implication: Inclusive campaigns and innovative product designs could disrupt the traditional male underwear industry. - [Parody Inclusion Ads](https://www.trendhunter.com/trends/diversish): Valuable 500's 'Diversish' Campaign Promotes Hiring People with Disabilities (Category: Marketing) Implication: Ad agencies and marketing firms can partner with organizations to create impactful campaigns that call out issues in industries' messaging and initiate change. - [Inclusivity-Focused Burger Ads](https://www.trendhunter.com/trends/burger-king-ad): This Burger King Ad Employs Eduardo — a Cheerful Man Who is Blind (Category: Marketing) Implication: Fast food chains can follow the trend created by Burger King in creating an inclusive and accessible dining experience for visually-impaired customers. - [Diwali-Themed Inclusive Campaigns](https://www.trendhunter.com/trends/blurtheboundaries-campaign): Aditya Birla Group Launched the #BlurTheBoundaries Campaign (Category: Social Good) Implication: Disruptive innovation opportunity: Develop inclusive campaigns that challenge traditional advertising norms and cater to diverse consumer segments. ## 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 Social Good - [Athlete-Partnership Charity Pizzas](https://www.trendhunter.com/trends/nick-bosa) - [Pet Rescue Food Donations](https://www.trendhunter.com/trends/badlands-ranch) - [Life Jacket Technology Advancements](https://www.trendhunter.com/trends/life-jacket-technology) All articles: [Social Good](https://www.trendhunter.com/socialgood)