# Bicultural Branding Appealing to diverse groups through more than marketing. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jan 22, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/multicultural-branding ## Key Figures - Trend score: 3.6/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jun 9, 2014 to Jan 21, 2015 - Published: Jan 22, 2015 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Bicultural Branding trend ### 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. ### Equality-Touting Campaigns Campaigns are both visually arresting and socially conscious which champions equality. ### 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. ## What the Bicultural Branding trend means for industry ### For 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 for Bicultural Branding Trend score 3.6 out of 10, from popularity 51%, activity 48%, freshness 8%. - Popularity: 51% - Activity: 48% - Freshness: 8% ## Examples of the Bicultural Branding trend 7 featured examples from Jun 9, 2014 to Jan 21, 2015. - [Mixed Family Portraits](https://www.trendhunter.com/trends/mixed-blood): CYJO Captures Stunning Images of Multi-Ethnic Families in Mixed Blood (Category: Fashion) Implication: Advancement in technology and demand for inclusive representation opens up new opportunities for photographers specializing in mixed-family portraits. - [Diversity-Focused Fashion Ads](https://www.trendhunter.com/trends/erykah-badu-givenchy): The Erykah Badu Givenchy Campaign Exclusively Uses Women of Color (Category: Fashion) Implication: Opportunity for fashion brands to disrupt the industry by promoting diversity and inclusivity in their advertising campaigns. - [Equality-Touting Campaigns](https://www.trendhunter.com/trends/pharell-williams-x-adidas-originals): The Pharrell Williams x adidas Originals Campaign Champions Equality (Category: Pop Culture) Implication: 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. - [Diversity-Celebrating Pizzas](https://www.trendhunter.com/trends/pizza-hut-canada): Pizza Hut Canada Has Four New Pizzas That Honor Multiculturalism (Category: Lifestyle) Implication: Restaurants can attract diverse customers by offering multicultural flavors and fusion cuisine. - [Millennial Photography Campaigns](https://www.trendhunter.com/trends/generation-image): Nikon's 'I AM Generation Image' Appeals to the Instagram Age (Category: Tech) Implication: 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… - [Celebrated Latino Collaborations](https://www.trendhunter.com/trends/hispanic-market): High-Profile Names Lend Authenticity to Hispanic Marketing (Category: Marketing) Implication: Disruptive innovation opportunity: Partnering with influential individuals to authentically connect with target audiences and enhance market visibility. - [Heartwarming Dad Ads](https://www.trendhunter.com/trends/cheerios-effect): The Cheerios Effect Campaign Captures Real Family Stories (Category: Marketing) Implication: Businesses can implement diversity and inclusivity in their advertisements and appeal to a wider demographic of consumers. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)