Category
World
Layered Getaways
Trend cluster
Category
Rival
Solidarity
Rival brands are putting their differences aside for a larger purpose.
3.1
Trend score
Trend
What is the Rival Solidarity trend?
Rival Solidarity: In the world of marketing, brands of every industry have rivals due to the similarity of their product or service and the audience they share. In efforts to raise awareness to worldly issues, competing brands are joining forces to combat matters at a larger scale.
Insight
The consumer insight behind the Rival Solidarity trend
The current social and political climate has caused mental, emotional, and economic strain on consumers, which drives them to look for ways to contribute to causes they support. As a result, consumers are more likely to appreciate companies that share their same values and support different global issues as a way to connect and extend their ability to help.
Trend themes
Themes within the Rival Solidarity trend
Three behaviours holding the trend together01
Brand Solidarity
In the current social and political climate, consumers appreciate rival brands that put their differences aside for a larger purpose.
02
Sustainability Collaboration
Collaboration between rival brands in developing environmentally friendly products and initiatives will appeal to conscious consumers.
03
Cause-Driven Marketing
The rise in cause-driven marketing, where brands support global issues and values that resonate with their customers, allows them to connect and extend their ability to help.
Industry implications
What the Rival Solidarity trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
The food and beverage industry can collaborate to reduce waste and support cancer-fighting initiatives, gaining consumer appeal while also addressing global issues.
For
Sporting Goods Industry
Rival brands in the sporting goods industry can join forces to develop sustainable sports products that resonate with their customers and address climate change.
For
Fashion Industry
The fashion industry can collaborate in support of sustainable initiatives and develop products that appeal to conscious consumers.
Workshop question
How can your brand raise awareness to worldly initiatives?
Trend signals
Trend signals for Rival Solidarity
Trend score 3.1 out of 10, from popularity 41%, activity 44%, freshness 9%.
Popularity41%
Activity44%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Rival Solidarity trend
4 featured examples from Nov 12, 2019 to Jun 3, 2020CategoryEco
Waste-Reducing Beverage Programs
The Every Bottle Back Program Aims to Reduce Plastic Waste
The Every Bottle Back program is relevant to the beverage industry as it encourages companies to reduce plastic waste and improve recycling practices.
CategoryWorld
Zero-Carbon Collaborative Shoes
adidas and Allbirds Join Forces to Support Sustainable Causes
Disruptive innovation opportunity: Explore sustainable design, materials, and technologies to create high-performance footwear with zero-carbon footprint for athletes and sports e…
CategoryLifestyle
Sports Brand Solidarity Ads
Nike's #UntilWeAllWin Campaign was Publicly Supported by adidas
Disruption opportunity for sports apparel brands to go beyond competition and collaborate on advocacy campaigns.
CategoryLifestyle
Cancer-Fighting Fast Food Initiatives
Burger King's Day Without Whopper Ad Support Its Rival Brand
The fast food industry can explore disruptive innovation opportunities through collaborative marketing tactics and cause-driven campaigns.
