Holiday marketing enhances focus on relationships outside the nuclear family
Trend - Holiday marketing in North America is straying from its more traditional representations of the nuclear family, to be more inclusive of a wide range of familial relationships. By representing and catering to a much broader group of consumers in their products and services, these brands seek to highlight the value of diversity in North America.
Insight - When it comes to race, gender, ethnicity and religion, North America is extremely diverse. However, consumers in this region have long been accustomed to seeing specific demographics represented in the media, often excluding others who may better represent them. With the spotlight now on the importance and power of diversity, consumers are increasingly demanding that brands cater to and represent their clientele in its entirety.
Insight - When it comes to race, gender, ethnicity and religion, North America is extremely diverse. However, consumers in this region have long been accustomed to seeing specific demographics represented in the media, often excluding others who may better represent them. With the spotlight now on the importance and power of diversity, consumers are increasingly demanding that brands cater to and represent their clientele in its entirety.
Workshop Question - How could your brand better highlight inclusivity in its campaigns?
Trend Themes
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Inclusive Holiday Marketing — Brands in North America are representing and catering to a much broader group of consumers in their products and services, highlighting the value of diversity in North America, which is trending in the holiday season.
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Personalized Gifting — Quirky Gift Library's Christmas Chocolate Bars and customizable gift selection showcase the disruptive innovation opportunity for brands to incorporate personalization in their products to cater to their clients' interests and preferences.
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In-store Diversity and Representation Campaigns — Sephora's holiday campaign featuring casting of the company's own diverse employees and elevating and celebrating in-store diversity represents a trend towards the importance of diversity representation in marketing campaigns.
Industry Implications
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Retail and Consumer Goods Industry — Inclusive holiday marketing campaigns and personalized gifting offer potential disruptive innovation opportunities for retail and consumer goods industry professionals to cater to an increasingly diverse customer base.
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Food and Beverage Industry — The 12 Curries of Christmas Advent Calendar showcases an innovative opportunity for food and beverage industry professionals to create unconventional holiday countdowns and introduce new festive season holiday traditions
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Home Decor and Furnishing Industry — Ikea's VÄRMER collection celebrating different holiday cultures offers an innovation opportunity for home decor and furnishing industry professionals to create different cultural experience designs for the festive season.
6 Featured, 54 Examples:
114,961 Total Clicks
Date Range:
Jun 17 — Nov 19
Trending:
Mild
Consumer Insight Topics:
