# Playful Empowerment Younger consumers seek lighthearted forms of feminism. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jul 28, 2016 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/playful-empowerment ## Key Figures - Trend score: 3.1/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Apr 4, 2015 to Jul 26, 2016 - Published: Jul 28, 2016 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Playful Empowerment trend ### 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. ### 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. ### 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. ## What the Playful Empowerment trend means for industry ### For 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 for Playful Empowerment Trend score 3.1 out of 10, from popularity 51%, activity 34%, freshness 8%. - Popularity: 51% - Activity: 34% - Freshness: 8% ## Examples of the Playful Empowerment trend 6 featured examples from Apr 4, 2015 to Jul 26, 2016. - [Realistic Morning Routine Ads](https://www.trendhunter.com/trends/organic-valley-ad): This Organic Valley Ad Shows What Women's Mornings are Really Like (Category: Pop Culture) Implication: Companies can create healthy, convenient breakfast products that appeal to busy professionals looking for morning meal options that fit their fast-paced lifestyle. - [Feminist Ice Creams](https://www.trendhunter.com/trends/ben-jerrys): Amanda McCall Creates Unique Ben & Jerry's Flavor Centering on Inspiring Women (Category: Pop Culture) Implication: 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. - [All-Female DJ Workshops](https://www.trendhunter.com/trends/dj-workshop): This Immersive Workshop Was Created to Empower Musically Inclined Women (Category: Art & Design) Implication: Opportunities for DJ workshops and classes specifically designed for women to learn and excel in the electronic music industry. - [Activist Music Videos](https://www.trendhunter.com/trends/wannabe): Project Everyone Remade a Spice Girls Music Video for Women's Rights (Category: Pop Culture) Implication: The music industry has the potential to not only entertain, but also to serve as a powerful tool for social change and activism. - [Girls-Only Gamer Parties](https://www.trendhunter.com/trends/girl-gamers): Microsoft Japan Threw an Xbox Party Exclusively for Girl Gamers (Category: Tech) Implication: 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. - [Female Action Hero Ads](https://www.trendhunter.com/trends/female-action-hero): This Ad Features GoldieBlox Female Dolls as Iconic Male Protagonists (Category: Life-Stages) Implication: Opportunity for disruptive innovation in designing and manufacturing action figures that promote gender equality and female empowerment. ## 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)