Category
Lifestyle
Assisted Choices
Trend cluster
Category
Bicultural
Branding
Appealing to diverse groups through more than marketing.
3.6
Trend score
Trend
What is the Bicultural Branding trend?
Bicultural Branding: With the rise of the Hispanic market and increase in the buying power of the LGBTQ community, it's more important than ever to not just market to a diverse group, but authentically celebrate all groups. Forward-thinking brands are doing so by looking beyond ad executions and into branding initiatives -- such as strategic partnerships, stunts and thoughtful campaigns -- that show major change on their part.
Trend themes
Themes within the Bicultural Branding trend
Three behaviours holding the trend together01
Authentic Diversity Branding
With the rise of diverse audiences, brands are looking beyond ad executions and into branding initiatives that show major change on their part.
02
Equality-Touting Campaigns
Campaigns are both visually arresting and socially conscious which champions equality.
03
Millennial Photography Campaigns
Campaigns that celebrate photography as one of the most effective means of visual storytelling, especially in the age of Millennials and social media.
Industry implications
What the Bicultural Branding trend means for industry
Where the trend changes the playbookFor
Fashion
The industry is moving towards diversity and inclusion not just in marketing executions but also in branding initiatives.
For
Food and Beverages
Brands are celebrating diversity by crafting food and beverages that honor multiculturalism.
For
Advertising and Marketing
In order to reach diverse audiences, industries are investing in partnerships with celebrated names for authenticity and targeting younger consumers with advanced tech know-how.
Trend signals
Trend signals for Bicultural Branding
Trend score 3.6 out of 10, from popularity 51%, activity 48%, freshness 8%.
Popularity51%
Activity48%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Bicultural Branding trend
7 featured examples from Jun 9, 2014 to Jan 21, 2015CategoryFashion
Mixed Family Portraits
CYJO Captures Stunning Images of Multi-Ethnic Families in Mixed Blood
Advancement in technology and demand for inclusive representation opens up new opportunities for photographers specializing in mixed-family portraits.
CategoryFashion
Diversity-Focused Fashion Ads
The Erykah Badu Givenchy Campaign Exclusively Uses Women of Color
Opportunity for fashion brands to disrupt the industry by promoting diversity and inclusivity in their advertising campaigns.
CategoryPop Culture
Equality-Touting Campaigns
The Pharrell Williams x adidas Originals Campaign Champions Equality
Fashion brands and retailers who incorporate diversity in their campaigns have the opportunity to disrupt the traditional standards of beauty and appeal to wider audiences.
CategoryLifestyle
Diversity-Celebrating Pizzas
Pizza Hut Canada Has Four New Pizzas That Honor Multiculturalism
Restaurants can attract diverse customers by offering multicultural flavors and fusion cuisine.
CategoryTech
Millennial Photography Campaigns
Nikon's 'I AM Generation Image' Appeals to the Instagram Age
The emergence of social media platforms and the popularity of user-generated content provide opportunities for photography brands to engage with a new generation of photographers…
CategoryMarketing
Celebrated Latino Collaborations
High-Profile Names Lend Authenticity to Hispanic Marketing
Disruptive innovation opportunity: Partnering with influential individuals to authentically connect with target audiences and enhance market visibility.
CategoryMarketing
Heartwarming Dad Ads
The Cheerios Effect Campaign Captures Real Family Stories
Businesses can implement diversity and inclusivity in their advertisements and appeal to a wider demographic of consumers.
