Clothing brands ensure adequate age representation in their campaigns
Trend - The fashion industry's long history of exclusion is slowly being addressed, and brands in this space are now increasingly addressing age discrimination or exclusion by including models of all ages in their campaigns.
Insight - Today's consumer now expects a more authentic form of marketing, in which the many facets of their appearances and identities are represented. Rather than appreciating the traditional, aspirational marketing that they were once accustomed to, consumers are now looking for real world applications and representation in the brands they choose to purchase from. These individuals are drawn to companies that understand and reflect the needs and identities of their target audiences.
Insight - Today's consumer now expects a more authentic form of marketing, in which the many facets of their appearances and identities are represented. Rather than appreciating the traditional, aspirational marketing that they were once accustomed to, consumers are now looking for real world applications and representation in the brands they choose to purchase from. These individuals are drawn to companies that understand and reflect the needs and identities of their target audiences.
Workshop Question - How could your brand better represent the diversity of its target audiences?
Trend Themes
1. Inclusive Campaigns - Fashion brands are increasingly addressing age discrimination or exclusion by including models of all ages in their campaigns, reflecting the needs and identities of their target audiences.
2. Anti-ageism Movement - Agencies like Grey Model Agency are providing 'beautifully aging' models for a range of campaigns and advertisements, inspiring a new 'grey' generation of models to step in front of the camera.
3. Age-defying Attitude - Consumer expectations are shifting towards an authentic form of marketing, in which the many facets of their appearances and identities are represented leading brands to showcase age-diversity and encourage age-embracing attitudes.
Industry Implications
1. Fashion Industry - Clothing brands are ensuring adequate age representation in their campaigns, reflecting the needs and identities of their target audience.
2. Modeling Industry - Agencies like Grey Model Agency are providing 'beautifully aging' models for a range of campaigns and advertisements.
3. Beauty and Personal Care Industry - Consumer expectations for authentic marketing are shifting leading beauty and personal care brands to showcase age-diversity and encourage age-embracing attitudes.
5 Featured, 43 Examples:
148,128 Total Clicks
Date Range:
Aug 18 — Jul 20
Trending:
Warm
Consumer Insight Topics:
