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Branded Accountability

Some brands take responsibility for their own inaction on issues of justice

Trend - Consumer pressure has made brands and institutions more aware that their past unwillingness to address the inequality that they help perpetuate, both internally and in society at large, is no longer an option. Some brands are aiming to change by taking significant financial and/or representation-based measures that aim for the equal treatment and success of visible minorities and women.

Insight - Now that the lines between activists and the average consumer have blurred due to increased education and general public knowledge of social issues, consumers expect that brands make effective changes to rectify their mistakes and complicity in the various issues plaguing the world today. Consumers expect more than lip service from brands when they’re addressing their mistakes, and instead expect that significant systemic changes are made in order to balance the scales and mitigate the favouring of certain demographics over others.
Workshop Question - How is your brand making internal changes that reflect the push for real, systemic change?
Trend Themes
1. Brand Accountability - More brands are starting to feel pressure from consumers to make systemic changes to rectify their past mistakes in regards to equality and diversity.
2. Inclusivity Initiatives - Companies are increasingly launching initiatives to increase diversity and cultural inclusion in various industries.
3. Trauma-informed Design - Fashion designers are drawing on personal experiences with trauma to create empowering collections and messages.
Industry Implications
1. Education - Initiatives like socially-conscious education ads and diversity-focused museums are driving change in the education industry.
2. Arts and Culture - Inclusivity initiatives ranging from the fragrance industry to the wine industry target discrimination issues across all forms of art and culture.
3. Tech - Anti-racist tech language initiatives show how tech companies are making a difference by removing insensitive language from their platforms.
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
9 Featured, 80 Examples:
93,030 Total Clicks
Date Range:
Jun 20 — Nov 22
Trending:
Mild
Consumer Insight Topics:

Featured Examples

Trauma-Informed Fashion Lines
Trauma-Informed Fashion Lines
Eleni Kyriacou Draws on Her Own Experiences in These New Designs
Fashion designer Eleni Kyriacou reflects on her “experiences of exposing the abusive culture at the Bartlett School of Architecture” in her latest collection. The capsule, although... MORE
Celebrational Branded Women's Initiatives
Celebrational Branded Women's Initiatives
Truand Truand Continues its Women's Campaign
Truand Truand continues its efforts to empower women by donating 10% of its sales to the Canadian Women’s Foundation since the brand’s launch in 2021. Thus far, the empowering company... MORE
Gender Equality Wine Collections
Gender Equality Wine Collections
The Disrupt Now Collection Exposes Wine Industry Inequality
Teneral Cellars is a purpose-driven, women-owned winery and it is committed to addressing gender inequality in the wine industry with its newly launched Disrupt Now Collection. The release of the... MORE
Charitable Toy Block Contributions
Charitable Toy Block Contributions
LEGO Has Donated 4 Million to Educating Children on Racism
As protests erupt throughout the United States, some brands are stepping up to make a difference where it counts—LEGO is an example of one of these brands, as it used its platform to not only... MORE
Anti-Racist Tech Language Initiatives
Anti-Racist Tech Language Initiatives
Github to Remove Racially Insensitive Terms Like ‘Master’
Amid the resurgence of Black Lives Matter protests in the United States, Github CEO Nat Friedman announced that the Microsoft-owned company will replace the term ‘master’ with a neutral term... MORE
Fragrance Diversity Initiatives
Fragrance Diversity Initiatives
The Fragrance Foundation is Diversifying the Eurocentric Industry
The Fragrance Foundation (TFF) recently launched an initiative to increase diversity and cultural inclusion in the otherwise Eurocentric industry. The company aims to provide access to opportunities... MORE
Increased Black-Owned Beauty Pledges
Increased Black-Owned Beauty Pledges
Brother Vellies Founder Launched 'The 15% Pledge' Initiative
In light of the resurgence of the Black Lives Matter movement across the globe, many brands are reevaluating their business to ensure inclusivity is met at all fronts, and one brand is setting... MORE
play_circle_filledSocially Conscious Education Ads
Socially Conscious Education Ads
NEA's Being Informed Is Not Enough Video Addresses Inequality
Focusing on racial injustice in the field of education, this video by National Education Association (NEA) suggests that “being informed is not enough” and states that information is... MORE
Women-Only Museum Purchases
Women-Only Museum Purchases
The Baltimore Museum of Art Will Only Buy from Women Artists in 2020
In an effort to fight against gender inequality, the Baltimore Museum of Art has announced that it will only buy works made by women in the year 2020. The museum’s current Director,... MORE

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