Underwear brand campaigns take on nuanced approaches to body positivity
Trend - Small brands within the underwear space are taking on body positivity that takes on a range of subjects in the area of body positivity. Everything from non-restrictive masculinity to body hair on women is being expressed in such campaigns, showing a more evolved and progressive understanding of self-expression.
Insight - As consumers, particularly younger Millennials and Gen Z, show a growing resistance to the unrealistic ideals that the brands in beauty and fashion industries have held people to, these industries are having to adapt to newfound consumer expectations. Rather than having restrictive beauty ideals shaped for them, young consumers are taking initiative by promoting and supporting businesses that align with their values--and are forming new narratives as a result.
Insight - As consumers, particularly younger Millennials and Gen Z, show a growing resistance to the unrealistic ideals that the brands in beauty and fashion industries have held people to, these industries are having to adapt to newfound consumer expectations. Rather than having restrictive beauty ideals shaped for them, young consumers are taking initiative by promoting and supporting businesses that align with their values--and are forming new narratives as a result.
Workshop Question - In what ways are consumer perceptions of your industry changing? How could your brand better adapt to those changing expectations?
Trend Themes
1. Body Positivity Campaigns - Brands promoting body positivity across a wide variety of subjects within the beauty and fashion industry.
2. Gender Inclusive Products - Products and services catering to gender inclusive customers.
3. Diversity and Inclusion Campaigns - Brands promoting diversity and inclusion in their advertising campaigns.
Industry Implications
1. Fashion Industry - The fashion industry is being influenced by changing attitudes towards beauty ideals and a growing resistance to unrealistic beauty standards.
2. Personal Care Industry - The personal care industry is being influenced by consumer expectations for inclusive gender products and sustainable menstruation options.
3. Marketing Industry - The marketing industry is being influenced by a growing focus on diversity and inclusion in advertising campaigns.
