Category
Marketing
Polarized Marketing
Trend cluster
Category
Protean
Ethical
How socially conscious credit cards align with ethical consumer virtues.
4.1
Trend score
What's Happening
What is the Protean Ethical trend?
Protean Ethical: Consumers are actively seeking to be more socially conscious, from making charitable donations to taking eco initiatives. Credit cards offering these types of rewards programs align with these virtues. Coordinating product features with client conscience entices consumers to spend more freely.
Trend themes
Themes within the Protean Ethical trend
Three behaviours holding the trend together01
Socially Conscious Credit Cards
Credit cards offering rewards programs that align with consumer social and environmental values, thereby enticing consumers to spend more freely.
02
Microlending Credit Cards
Credit cards that promote microlending or give back towards environmental protection projects, thus offering opportunities for socially conscious consumption.
03
Green Credit Cards
Credit cards made of environmentally friendly materials and offering rewards or the option to make donations towards environmentally friendly charities or initiatives.
Industry implications
What the Protean Ethical trend means for industry
Where the trend changes the playbookFor
Finance
Finance professionals can benefit from partnering with socially conscious organizations in order to provide rewards programs that satisfy consumers' desire for socially responsible consumption.
For
Charity
Charity organizations can benefit from partnering with credit card companies and banks to develop programs that allow consumers to make donations towards causes they believe in.
For
Technology
Technology companies can develop applications that allow users to easily make microlending grants or donations towards environmental protection projects using their credit card as a tool for social good.
Trend signals
Trend signals for Protean Ethical
Trend score 4.1 out of 10, from popularity 63%, activity 51%, freshness 8%.
Popularity63%
Activity51%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Protean Ethical trend
4 featured examples from Feb 29 to May 31, 2008CategoryUnique
High-Tech Savings & Donation
Credit Card Pig Bank
The credit card pig bank presents an opportunity for banks and credit card companies to develop and promote contactless payment solutions.
CategoryEco
7 Green Credit Cards + HSBC ecosmart MasterCard
Disruptive innovation opportunity: Introduce eco-incentives on credit cards with unique and attractive rewards for customers, setting a new standard in sustainable banking.
CategoryEco
Green Credit Cards
Leonardo DiCaprio & HSBC
The banking industry can explore disruptive innovation opportunities by developing eco-friendly credit cards.
CategorySocial Good
Microlending Credit Cards
KivaB4B Doubles Grants
Disruptive innovation opportunity: Exploring innovative ways to provide microfinance services to underserved individuals and communities.
