Brands experiment with brand mascots & ambassadors to create more diversity
Trend - Realizing the need to be more open and inclusive with their audiences, brands are getting creative with their brand mascots and ambassadors. This is particularly the case with brands that shift the existing traditional norms around gender, disabilities as well as incorporating elements of CGI advances.
Insight - Millennials and Gen Z are seeking diversity and representation in all aspects of engagement, both digital and physical. Increasingly, diversity and inclusion play a key role in the outlook that shapes these socially conscious demographic groups. This awareness has been driven in part by these groups feeling liberated to speak out against brands and institutions who have historically avoided supporting social issues or causes. Customers are increasingly drawn towards brands that break the mold and embrace uniqueness and inclusivity.
Insight - Millennials and Gen Z are seeking diversity and representation in all aspects of engagement, both digital and physical. Increasingly, diversity and inclusion play a key role in the outlook that shapes these socially conscious demographic groups. This awareness has been driven in part by these groups feeling liberated to speak out against brands and institutions who have historically avoided supporting social issues or causes. Customers are increasingly drawn towards brands that break the mold and embrace uniqueness and inclusivity.
Workshop Question - How can you diversify your brand representation through the use of more inclusive marketing tactics?
Trend Themes
1. Diverse and Inclusive Mascots and Ambassadors - Brands are getting creative with their brand mascots and ambassadors, particularly shifting the existing traditional norms around gender, disabilities, and incorporating elements of CGI advances.
2. Male Brand Ambassadors in Beauty Industry - A growing number of beauty brands are welcoming male ambassadors to be the face of their products.
3. Employee Ambassador Programs - H&M and other retail companies are launching internal ambassador programs, made up of their own style-conscious employees.
Industry Implications
1. Marketing and Advertising - There is a need for brands and businesses to be more open and inclusive with their audiences as Millennials and Gen Z seek diversity and representation in all aspects of engagement, both digital and physical.
2. Beauty Industry - The shift in gender norms has opened up opportunities for male brand ambassadors in the beauty industry.
3. Retail Industry - Brands are launching employee ambassador programs, which can be effective at building an authentic and relatable presence.
6 Featured, 47 Examples:
170,588 Total Clicks
Date Range:
Jan 18 — Aug 19
Trending:
Average
Consumer Insight Topics:
