Small businesses are being built on the premise of charity and purpose
Trend - Whereas big brands tend to be reactive in their charitable campaigns, an increasing number of small businesses are being built for the very purpose of raising awareness and contributing to various social, environmental and political causes.
Insight - When it comes to buying from big brands, Millennials and Gen Z have become increasingly cautious. Between unethical production practices, contributions to environmental destruction, and being slow to react to pressing social and political issues, many big brands work against the causes that younger generations in particular are so passionate about. These generations are no longer interested in brands that pay lip service to positive causes, and are instead drawn to those that show an understanding and willingness to change based on valid criticisms.
Insight - When it comes to buying from big brands, Millennials and Gen Z have become increasingly cautious. Between unethical production practices, contributions to environmental destruction, and being slow to react to pressing social and political issues, many big brands work against the causes that younger generations in particular are so passionate about. These generations are no longer interested in brands that pay lip service to positive causes, and are instead drawn to those that show an understanding and willingness to change based on valid criticisms.
Workshop Question - How can your brand/organization better incorporate solutions to local or global issues, in a way that reads as more than a marketing ploy?
Trend Themes
1. Ethical Business Practices - Small businesses are being created to raise awareness and contribute to social, environmental and political causes through ethical business practices.
2. Sustainable Materials - Companies are creating innovative products by using sustainable materials in production to address environmental concerns.
3. Community Building - Businesses are prioritizing social good by creating outreach programs to positively impact communities.
Industry Implications
1. Fashion Industry - The fashion industry can take cues from social enterprises creating sustainable materials and ethical business practices.
2. Food Industry - The food industry can help promote ethical business practices by sourcing ingredients from post-conflict countries and prioritizing community building.
3. Yoga and Wellness Industry - Yoga and wellness businesses can benefit from creating social and charitable outreach programs that align with their values.
7 Featured, 62 Examples:
421,524 Total Clicks
Date Range:
Dec 15 — Jan 18
Trending:
Mild
Consumer Insight Topics:
