Category
Fashion
Scaled Restraint
Trend cluster
Category
Purposeful
Baubles
Charitable jewelry empowers consumers to indulge for a good cause.
4.5
Trend score
Trend
What is the Purposeful Baubles trend?
Purposeful Baubles: When it comes to luxuries like jewelry, more Millennials are starting to seek out brands that align with social good causes important to them, allowing them to alleviate anxieties over spending their hard-earned cash on inessentials. With social media tools empowering Millennials to broadcast their support for such causes, brands are strategically leveraging this opportunity in order to spread word-of-mouth and inspire brand loyalty.
Trend themes
Themes within the Purposeful Baubles trend
Three behaviours holding the trend together01
Socially Conscious Luxury
Brands are offering products that align with social good causes important to Millennials.
02
Charitable Jewelry
Jewelry brands are collaborating with charities to create products that give back to social causes.
03
Trade/Exchange Jewelry
Jewelry pieces that are traded in exchange for food aid the homeless and raise awareness about the issue of hunger and food wastage.
Industry implications
What the Purposeful Baubles trend means for industry
Where the trend changes the playbookFor
Fashion/Jewelry Industry
Collaborating with charities to create socially conscious jewelry that appeals to modern consumers.
For
Luxury Jewelry Industry
Luxury jewelry brands are creating products that benefit social causes.
For
Non-profit Organizations
Collaborating with jewelry brands to create products that align with their organizational missions to raise awareness and funds.
Workshop question
How can your brand leverage your loyalty program to promote social good?
Trend signals
Trend signals for Purposeful Baubles
Trend score 4.5 out of 10, from popularity 70%, activity 56%, freshness 8%.
Popularity70%
Activity56%
Freshness8%
Audience
30%Men
70%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 Purposeful Baubles trend
6 featured examples from Nov 21, 2014 to Nov 3, 2016CategorySocial Good
Hunger-Combating Jewelry
This Charitable Initiative Trades Jewelry for Food
Jewelry manufacturers could explore social initiatives to drive sales and promote their brand's reputation.
CategorySocial Good
Educational Jewelry Initiatives
Tiffany & Co's 'Keys for a Cause' Initiative Empowers Saudi Women
The jewelry industry can explore more philanthropic initiatives that benefit the communities they operate in.
CategorySocial Good
Microloan-Funding Necklaces
The Female-Empowering Socially Conscious Accessories Contain Crystals
The jewelry industry could explore similar ideas of sustainable sourcing and socially conscious production, which can appeal to ethically-minded consumers.
CategoryFashion
LGBT Support Rings
This Ring Was Designed in Response to Homophobia in Romania
The jewelry industry can create support and collaboration with activists and organizations to design and produce jewelry that promotes social justice and raises awareness to diffe…
CategorySocial Good
Charitable Jewelry Sets
The Lokai Pact is a Collection of Bracelets That Supports a Good Cause
Jewelry companies can partner with various charities and create charitable collections to appeal to socially responsible consumers looking for style and a way to support their fav…
CategoryFashion
Charitable Jewelry Collections
These Louis Vuitton and Unicef Accessories Aim to Make a Difference
The collaboration between Louis Vuitton and Unicef highlights the disruptive innovation opportunity for the fashion industry to combine luxury and charitable giving.
