# Rival Solidarity Rival brands are putting their differences aside for a larger purpose. By [Amy Duong](https://www.trendhunter.com/amyduong), Trend and Research Writer | Published Jun 2, 2020 | Category: [World](https://www.trendhunter.com/pro/category/global-trends-and-hip-travel) Source: Trend Hunter, https://www.trendhunter.com/protrends/rival-solidarity ## Key Figures - Trend score: 3.1/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 12, 2019 to Jun 3, 2020 - Published: Jun 2, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Rival Solidarity trend ### Brand Solidarity In the current social and political climate, consumers appreciate rival brands that put their differences aside for a larger purpose. ### Sustainability Collaboration Collaboration between rival brands in developing environmentally friendly products and initiatives will appeal to conscious consumers. ### 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. ## What the Rival Solidarity trend means for industry ### For 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 for Rival Solidarity Trend score 3.1 out of 10, from popularity 41%, activity 44%, freshness 9%. - Popularity: 41% - Activity: 44% - Freshness: 9% ## Examples of the Rival Solidarity trend 4 featured examples from Nov 12, 2019 to Jun 3, 2020. - [Waste-Reducing Beverage Programs](https://www.trendhunter.com/trends/every-bottle-back): The Every Bottle Back Program Aims to Reduce Plastic Waste (Category: Eco) Implication: The Every Bottle Back program is relevant to the beverage industry as it encourages companies to reduce plastic waste and improve recycling practices. - [Zero-Carbon Collaborative Shoes](https://www.trendhunter.com/trends/adidas-and-allbirds): adidas and Allbirds Join Forces to Support Sustainable Causes (Category: World) Implication: Disruptive innovation opportunity: Explore sustainable design, materials, and technologies to create high-performance footwear with zero-carbon footprint for athletes and sports e… - [Sports Brand Solidarity Ads](https://www.trendhunter.com/trends/untilweallwin): Nike's #UntilWeAllWin Campaign was Publicly Supported by adidas (Category: Lifestyle) Implication: Disruption opportunity for sports apparel brands to go beyond competition and collaborate on advocacy campaigns. - [Cancer-Fighting Fast Food Initiatives](https://www.trendhunter.com/trends/day-without-whopper): Burger King's Day Without Whopper Ad Support Its Rival Brand (Category: Lifestyle) Implication: The fast food industry can explore disruptive innovation opportunities through collaborative marketing tactics and cause-driven campaigns. ## Recent trend clusters - [Layered Getaways](https://www.trendhunter.com/protrends/short-trip-leisure) (World) - [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) ## Trending in World - [Electrically Powered Airline Seats](https://www.trendhunter.com/trends/premium-economy-seat) - [Family Rave Vacations](https://www.trendhunter.com/trends/family-rave) - [Free In-Flight Internet](https://www.trendhunter.com/trends/free-in-flight-internet) - [Flexible Luxury Motorhomes](https://www.trendhunter.com/trends/flexible-luxury-motorhomes) All articles: [World](https://www.trendhunter.com/world)