Category
Lifestyle
Assisted Choices
Trend cluster
Category
Cause
Alignment
Brands and activists remix campaigns and causes to be more forward-thinking.
4.8
Trend score
Trend
What is the Cause Alignment trend?
Cause Alignment: As inequality continues to remain a poignant issue around the world, companies and activists alike are taking a page from one another's manuals to take said issues to a more mainstream audience. Whereas corporations were once encouraged to remain as neutral as possible in regard to controversial issues, it is now understood that in order for a brand to appeal to the impassioned millennial, it must take a stand.
Trend themes
Themes within the Cause Alignment trend
Three behaviours holding the trend together01
Cause-Related Marketing
Companies are incorporating social and political issues in their advertisements to reach younger demographics who increasingly view buying as a political act.
02
Body Positivity
Brands are eliminating idealized beauty standards in advertisements in favor of emphasizing and celebrating diversity in women's bodies.
03
Social Media Activism
Advocacy groups and brands are utilizing social media to promote change and spark public discourse on important issues, such as queer rights and body positivity.
Industry implications
What the Cause Alignment trend means for industry
Where the trend changes the playbookFor
Marketing & Advertising
Businesses can embrace cause-related marketing and body positivity campaigns to promote brand values and reach socially conscious consumers.
For
Advocacy & Non-Profit
Activist groups can utilize social media to mobilize their supporters on various issues and promote real-world action and change.
For
Fashion & Apparel
Fashion brands can lead the charge in breaking down conventional beauty standards by producing clothing for a diverse range of body types and using diverse models in their campaigns.
Trend signals
Trend signals for Cause Alignment
Trend score 4.8 out of 10, from popularity 86%, activity 50%, freshness 8%.
Popularity86%
Activity50%
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
Evidence
Examples of the Cause Alignment trend
4 featured examples from Feb 7, 2014 to Sep 30, 2015CategoryMarketing
Body Diversity Campaigns
This Dear Kate Ad Celebrates All Different Types of Bodies
Disruptive Innovation Opportunity: Transform the fashion industry by embracing body diversity and inclusive sizing.
CategorySocial Good
Satirical Olympic Sponsorship Videos
This Video Questions LGBT Support at the Sochi 2014 Games
The impact of controversial sponsorships on consumer behavior and brand image for advertising agencies.
CategoryMarketing
Activist Ice Cream Campaigns
Ben & Jerry's Campaign for Change Addresses Gay Rights in Russia
Food and beverage companies can leverage their products to create impactful campaigns that support social causes and advocate for change.
CategoryMarketing
Empowering Girl Campaigns
Dove's Newest Ad Promotes Self-Esteem Boosting for Girls
Cosmetic brands can create advertising campaigns targeted towards younger audiences to promote body positivity products.
