In honor of Transgender Awareness Week, Kraft created a limited-edition peanut butter storybook that helps to support discussions on why the use of pronouns is so important. His, Hers, Them & Theirs: Learning Pronouns with the Bears is a storybook that features the brand's own iconic mascots, Crunchy and Smoothie, and it shares a tale that's focused on acceptance, inclusion and affirming the identities of others.
Within the pages of the storybook, families will find the work of transgender author Nick North and LGBTQ2S+ illustrator Paul Dotey. The limited-edition book is being made available to Canadians online and all proceeds will help to support transgender and LGBTQ2S+ communities. Additionally, Kraft Peanut Butter is supporting Rainbow Railroad.
Why This Trend Is Growing
- Transgender Awareness Marketing
- Companies can follow Kraft's example and create limited-edition products that support marginalized communities to raise awareness and funds.
- Inclusive Storytelling
- Using diverse characters and authentically representing marginalized groups in marketing and advertising content can promote social acceptance and inclusion.
- Pronoun Education
- Creating educational materials centered around pronoun use can promote understanding of gender identities and inclusive language.
Industries Being Reshaped
- Food and Beverage
- Companies in the food and beverage industry can create products that support marginalized communities and promote inclusivity.
- Publishing
- The publishing industry can focus on creating and promoting diverse literature that includes diverse representation of marginalized groups.
- Education
- Educational institutions and organizations can prioritize teaching about gender identities and pronoun use to promote understanding and inclusion.
