# Cause Alignment Brands and activists remix campaigns and causes to be more forward-thinking. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published May 10, 2014, updated May 13, 2014 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/reappropriated-hacktivism ## Key Figures - Trend score: 4.8/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 7, 2014 to Sep 30, 2015 - Published: May 10, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Cause Alignment trend ### 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. ### Body Positivity Brands are eliminating idealized beauty standards in advertisements in favor of emphasizing and celebrating diversity in women's bodies. ### 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. ## What the Cause Alignment trend means for industry ### For 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 for Cause Alignment Trend score 4.8 out of 10, from popularity 86%, activity 50%, freshness 8%. - Popularity: 86% - Activity: 50% - Freshness: 8% ## Examples of the Cause Alignment trend 4 featured examples from Feb 7, 2014 to Sep 30, 2015. - [Body Diversity Campaigns](https://www.trendhunter.com/trends/dear-kate-ad): This Dear Kate Ad Celebrates All Different Types of Bodies (Category: Marketing) Implication: Disruptive Innovation Opportunity: Transform the fashion industry by embracing body diversity and inclusive sizing. - [Satirical Olympic Sponsorship Videos](https://www.trendhunter.com/trends/sochi-2014-games): This Video Questions LGBT Support at the Sochi 2014 Games (Category: Social Good) Implication: The impact of controversial sponsorships on consumer behavior and brand image for advertising agencies. - [Activist Ice Cream Campaigns](https://www.trendhunter.com/trends/ice-cream-campaign): Ben & Jerry's Campaign for Change Addresses Gay Rights in Russia (Category: Marketing) Implication: Food and beverage companies can leverage their products to create impactful campaigns that support social causes and advocate for change. - [Empowering Girl Campaigns](https://www.trendhunter.com/trends/doves-newest-ad): Dove's Newest Ad Promotes Self-Esteem Boosting for Girls (Category: Marketing) Implication: Cosmetic brands can create advertising campaigns targeted towards younger audiences to promote body positivity products. ## 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)