Social Good Consumer Insights

Trend - Menstrual brands are increasingly designing products for diverse gender identities to highlight the myriad of ways people experience and perceive menstruation. These products remove gendered language and packaging, stepping away from traditional marketing strategies aimed at cisgender women.

Insight - Transgender and non-binary individuals who menstruate may feel uncomfortable with purchasing products specifically marketed for cisgender women. These individuals desire products that can reduce the discomfort or dysphoria caused by gendered marketing or the act of menstruation itself, allowing them to have a supportive and comfortable experience. Brands that cater to this demand can attract consumers in search of products that provide both practical support and a more affirming experience.

Trend - Companies are implementing mentorship programs to support LGBTQ+ employees entering the workforce. By connecting junior employees with successful LGBTQ+ mentors, these initiatives provide resources and skills, fostering a sense of belonging and empowering career growth.

Insight - As Gen Z becomes a larger part of the workforce, many entry-level employees with diverse identities experience isolation and imposter syndrome from perceived underrepresentation. In response, companies are launching programs that connect senior employees with younger LGBTQ+ individuals, providing vital support during their transition into full-time roles. Businesses that identify these unique hurdles can enhance employee retention and gain valuable insights into their diverse consumer bases.

Trend - Brands are increasingly attending conferences and fairs that promote businesses from diverse suppliers. These events, which typically feature minority-, women-, veteran-, and LGBTQ+-owned companies, foster relationships between large corporations in search of vendors that meet diversity criteria.

Insight - The demand for inclusive business practices has incentivized many companies to reevaluate their supplier diversity strategies and seek new partnerships from historically disadvantaged communities. To address this, many leadership teams are opting for physical experiences to connect with and better understand the services underrepresented businesses can offer. These companies recognize that their customers desire authenticity and want to see that reflected in the brands they support.

Trend - Brands in the portable power station industry are creating battery banks and charging solutions powered by solar energy. These are designed to be reliable and sustainable when compared to plug-in competitors, as they provide renewable energy solutions while fully disconnected from the grid.

Insight - As awareness of climate change and its impacts continues to rise, consumers are increasingly looking to brands to lead the way in sustainability. Recognizing that systemic changes are more effective than individual efforts alone, consumers are turning to companies that offer eco-friendly solutions. In the realm of portable power, this means seeking reliable, off-grid power sources that not only meet their energy needs but also align with their environmental values.

Trend - Companies are creating suites of AI-powered tools designed to improve the experience of job searching and interviewing. These tools range from resume generators and optimizers to mock interviews or interview feedback platforms. These brands aim to provide a leg-up in a competitive job market.

Insight - The rise of artificial intelligence is increasingly being integrated into countless professional and personal fields, with the hiring and onboarding processes being no exception. Human Resources departments are turning to AI tools to sift through resumes, leading to a competitive job market being made more competitive for applicants with less experience. In order to appeal to these aspiring professionals, brands are creating AI tools that streamline application processes.

Trend - Toiletry companies are launching eco-friendly product lines with recycled and organic materials. Utilizing post-consumer recycled plastics, papers, and bamboo, these products further reduce the environmental footprint of single-use disposable papers, while only marginally increasing prices.

Insight - Environmentally-conscious consumers find pride in using products from brands that align with their personal values. These consumers are far more likely to purchase products with recyclable packaging, recycled materials, and without single-use plastics. These consumers believe in voting with their dollar toward products that make progress toward a genuine greener future. As a result, brands from typically unsustainable industries, such as toiletries, are now turning to recycled materials.

Trend - Packaging brands are creating tech-based solutions for traceability. These enable consumers, and partnered businesses, to trace packaging back to its source. Often via scanning a QR code, NFC touchpoint, or blockchain ID, it is easy for any user to verify stated sustainability claims.

Insight - While many brands claim their packaging solutions are sustainable or recyclable, making claims such as "76% recycled aluminum,' there is no convenient way for the average consumer to verify most of these statements. While some packaging solutions, such as paper-based ones, are more clearly sustainable, some may be more difficult to ascertain. However, consumers who desire to live eco-friendly lifestyles would appreciate further assurance, leading to brands adding traceable packaging solutions.

Trend - Brands are creating packaging options that can be easily opened and handled by people with various physical abilities, limited hand strength, or dexterity. From snap-caps to easy-peel lids, these types of packaging improve user experience and enhance consumers' sense of autonomy and convenience.

Insight - Consumers with physical disabilities or chronic conditions are often in search of products that accommodate their condition and allow them to perform tasks independently. In response, brands are revamping their packaging designs to be more inclusive, recognizing the importance of accommodating these demographics. By embracing accessible solutions, these brands can expand their consumer base, demonstrate a deeper understanding of their customer's diverse needs, and foster a more inclusive market.

Trend - Businesses across the hospitality industry are investing in single-use paper-based cutlery. These cutleries are to be used in establishments or at home, and can be easily composted once used. This reduces waste in the home and reduces time spent cleaning dishes in high-volume restaurants or hotels.

Insight - While most consumers use reusable metal cutlery in the home, the norm for many take-out restaurants is to provide single-use plastic cutlery, which directly conflicts with the increasing number of consumers adopting eco-friendly lifestyles. These consumers vote with their dollars and prefer food brands with more sustainable solutions, whether it be where the food is sourced from or the packaging offered with the meal. As a result, brands are adopting compostable packaging and cutlery.

Trend - Both athletics brands and those adjacent to the sports industry are launching campaigns to support the inclusion of neurodiverse athletes. These campaigns include community activations, fundraising for charities, and sporting programs, thus building trust and good will with the communities.

Insight - As consumers become more socially conscious, their purchasing decisions increasingly reflect their values, particularly regarding inclusion. This shift in consumer behavior is evident in the sports industry, where there is a growing demand for brands to favor inclusion and show clear support for social issues. This trend is pushing brands to initiate and sponsor events, products, and endorsements that highlight neurodiversity in sports, thereby fostering a culture of acceptance and recognition.