Category
Lifestyle
Assisted Choices
Trend cluster
Category
Playful
Empowerment
Younger consumers seek lighthearted forms of feminism.
3.1
Trend score
Trend
What is the Playful Empowerment trend?
Playful Empowerment: As a backlash to the calculated, sentimental approach to feminism executed by many brands, younger consumers are seeking (and creating) more lighthearted approaches to girl power. This speaks to the Gen Z idea of natural diversity as opposed to forced mindfulness, pointing to the general preferences of a youth group raised on more empathetic values.
Trend themes
Themes within the Playful Empowerment trend
Three behaviours holding the trend together01
Lighthearted Feminism
Younger consumers are seeking more lighthearted approaches to girl power, pointing to the general preferences of a youth group raised on more empathetic values and diversity.
02
Empowering Women
More industries are focusing on empowering women, from girl-only gaming events and female action hero ads to all-female DJ workshops, highlighting the need and opportunity to create safe environments for women to learn, explore, and create.
03
Realistic Lifestyle Ads
Realistic representations of womanhood and the need for authenticity are taking hold in mainstream media, from Organic Valley's 'Real Morning Report' to Project Everyone's remake of Spice Girls' Wannabe music video, offering the opportunity to create brand campaigns and messaging using humor, relatability, and transparency.
Industry implications
What the Playful Empowerment trend means for industry
Where the trend changes the playbookFor
Games and Entertainment
Industries such as gaming and entertainment can explore creating more gender-neutral content and inclusive environments to cater to the needs of younger consumers' empathetic and diverse values and tackle issues of discrimination and inclusivity.
For
Food and Beverage
Companies in the food and beverage industry can focus on creating products that cater to the needs of busy, working women with health-conscious and realistic options that speak to consumers' daily struggles and goals for self-care and self-love.
For
Media and Advertising
Advertising and media professionals can focus on creating campaigns that present a more accurate and realistic portrayal of women and tackle issues of gender inequality and representation in mainstream media, using humor, relatability, and transparency to capture audiences' attention and increase engagement.
Workshop question
What message does your brand send when it comes to issues of equality?
Trend signals
Trend signals for Playful Empowerment
Trend score 3.1 out of 10, from popularity 51%, activity 34%, freshness 8%.
Popularity51%
Activity34%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Playful Empowerment trend
6 featured examples from Apr 4, 2015 to Jul 26, 2016CategoryPop Culture
Realistic Morning Routine Ads
This Organic Valley Ad Shows What Women's Mornings are Really Like
Companies can create healthy, convenient breakfast products that appeal to busy professionals looking for morning meal options that fit their fast-paced lifestyle.
CategoryPop Culture
Feminist Ice Creams
Amanda McCall Creates Unique Ben & Jerry's Flavor Centering on Inspiring Women
Ice cream brands have an opportunity to tap into the trend of feminism by creating flavors that reflect influential women, catering to socially conscious consumers.
CategoryArt & Design
All-Female DJ Workshops
This Immersive Workshop Was Created to Empower Musically Inclined Women
Opportunities for DJ workshops and classes specifically designed for women to learn and excel in the electronic music industry.
CategoryPop Culture
Activist Music Videos
Project Everyone Remade a Spice Girls Music Video for Women's Rights
The music industry has the potential to not only entertain, but also to serve as a powerful tool for social change and activism.
CategoryTech
Girls-Only Gamer Parties
Microsoft Japan Threw an Xbox Party Exclusively for Girl Gamers
The gaming industry can benefit from creating more opportunities and events that cater specifically to women, allowing for a more inclusive and diverse gaming community.
CategoryLife-Stages
Female Action Hero Ads
This Ad Features GoldieBlox Female Dolls as Iconic Male Protagonists
Opportunity for disruptive innovation in designing and manufacturing action figures that promote gender equality and female empowerment.
