Campaigns and products specific to transgender people are rising in prominence
Trend - Large brands are increasingly highlighting the trials, triumphs and activism of transgender communities in their products, services and campaigns. Where once trans people were mostly included in the mainstream under umbrella campaigns related to the LGBT+ community as a whole, brands are realizing the importance of reflecting distinct consumer experiences.
Insight - When it comes to diversity, brands paying lip service and being general is no longer an option. Young consumers in particular understand that even within marginalized communities, there are many factors that make experiences different for individuals--including race, gender, class and sexual orientation. The growing understanding of intersectionality among young people has resulted in activists pushing for that intersectionality to be represented across brands and institutions.
Insight - When it comes to diversity, brands paying lip service and being general is no longer an option. Young consumers in particular understand that even within marginalized communities, there are many factors that make experiences different for individuals--including race, gender, class and sexual orientation. The growing understanding of intersectionality among young people has resulted in activists pushing for that intersectionality to be represented across brands and institutions.
Workshop Question - How could your brand take a more nuanced approach to inclusion both internally and in the demographics it is trying to reach?
Trend Themes
1. Intersectionality Branding - Brands are realizing the importance of reflecting distinct consumer experiences and are highlighting the trials, triumphs, and activism of transgender communities in their products, services, and campaigns.
2. Empathetic Gaming - Video games are showcasing what it's like to be transgendered with choices that tend to fall into two categories: being anxious or being honest.
3. Trans-inclusive Spaces - Organizations are advocating for and supporting the needs of marginalized communities by offering safe spaces, services that promote safe sex and wellbeing, and specialist services.
Industry Implications
1. Cosmetics Industry - Cosmetics brands have an opportunity to create diverse product lines that offer a vast selection of color options, much like L'Oreal True Match's vast selection of shades.
2. Fashion Industry - The fashion industry can create a safe zone for personal expression and body positivity for everyone, including the LGBTQ+ community.
3. Healthcare Industry - The healthcare industry has an opportunity to offer equal access to education and services that promote safe sex and support the LGBTQ+ community, like Birmingham LGBT's HIV and STI testing, HIV prevention and support, and peer mentoring and specialist services.
5 Featured, 43 Examples:
199,325 Total Clicks
Date Range:
Jan 17 — Feb 19
Trending:
Mild
Consumer Insight Topics:
