Category
Fashion
Palette Cases
Trend cluster
Category
Unified
Bar
Bars are taking initiatives to bring communities together and support those in need.
3.0
Trend score
What's Happening
What is the Unified Bar trend?
Unified Bar: Bars are using their platforms as community establishments for social outreach. The companies are creating more inclusive environments through in-house initiatives and branded donations for worthy causes.
Insight
The consumer insight behind the Unified Bar trend
Throughout the pandemic, North Americans who were given the opportunity to work safely from home have had more time for introspection, leading to a greater appreciation of the sense of community and social interactions. As these consumers look inward and reassess their values, they expect companies to do the same. In response to this social change, businesses are increasing their community involvement to create a more inclusive environment for customers.
Evidence
Examples of the Unified Bar trend
CategoryMarketing
Beer-Branded Pandemic Campaigns
Heineken's Shutters Initiative Supports the Re-Opening of Bars
Brands in the beverage industry are investing in pandemic-specific campaigns to bolster the success of on-trade partners
CategorySocial Good
Family-Supporting Bar Campaigns
Bar Louie's 'Cocktails For A Cause' Supports Workers' Children
The foodservice industry can support their workers and their families by partnering with non-profits that provide support during times of crisis.
CategoryLifestyle
Inclusive Bar Initiatives
Miller Lite's Open & Proud Creates Safe Spaces for the LGBTQ Community
Bar and nightclub owners can integrate the Open & Proud program into their businesses to create safe and inclusive spaces for the LGBTQ community.
CategoryMarketing
Inclusive St. Patrick's Day Ads
Tullamore D.E.W.’s O’Everyone Campaign Invites Anyone to Be Irish
Alcohol brands can promote inclusivity and diversity in their marketing campaigns and support the hospitality industry.
Workshop question
How can your company improve its social outreach?
Trend themes
Themes within the Unified Bar trend
Three behaviours holding the trend together01
Community Involvement
Bars are using their platforms as community establishments for social outreach
02
Inclusive Initiatives
Miller Lite's Open & Proud creates safe spaces for the LGBTQ community
03
Charitable Campaigns
Bar Louie's Cocktails For A Cause supports workers' children
Industry implications
What the Unified Bar trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Bars and restaurants, especially those serving alcohol, can incorporate charitable and socially responsible programs to entice customers
For
Marketing and Advertising
Brands can use their marketing campaigns to promote inclusive and diverse values, creating a loyal client base
For
Non-Profit
Charitable organizations can identify opportunities to partner with foodservice brands to support their initiatives and be part of larger social movements
Trend signals
Trend signals for Unified Bar
Trend score 3.0 out of 10, from popularity 43%, activity 37%, freshness 11%.
Popularity43%
Activity37%
Freshness11%
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
Asia-Pacific
South America
