TRENDS

FEMINIST CATALYZATION

SHELBY WALSH, curator and president at Trendhunter.com on why brands can no longer be silent on social issues, how dating apps must be more predictive in partnering people and the latest tech driven diet fad that might be the best way to adopt a healthier lifestyle.

Campaigns around gender equality often meet with mixed success.

Large brands like Pepsi and cosmetics major, Hard Candy have been criticized in the past for over simplifying complex issues and exploiting cultural shifts for profit-making. Still, with ground breaking, social movements like the recent Times Up and Me Too campaigns, the focus is back on reinforcing a connection with customers.

In order to establish an authentic relationship with people, brands will increasingly collaborate with leaders and co-create a dialogue, enabling an effective channel of communication to deliver relevant messages. It is most likely that these leaders are a part of generation Z, with a strong social media following, in a sense, ensuring campaigns reach the right target audience.

At times, if brands lean towards a political thought or a hot button issue, the response might be divided. For instance, Budweiser addressed the issue of immigration amidst the US Presidential campaign during last year’s Superbowl event, which trended on Twitter as #BoycottBudweiser.

That being said, consumers will curate brands that take a stand, one way or another so it is better to speak up than be a passive observer. It is possible some brands that would have waited too long will miss the bus and lose relevance.

At times, if brands lean towards a political thought or a hot button issue, the response might be divided. That being said, consumers will curate brands that take a stand, one way or another so it is better to speak up than be a passive observer.

1.1

Adolescent Activism

Art Director, Martins Zelcs and his friends created a game that lets players learn about the various angles of the gun control debate and also promotes participation in the March for Our Lives protest. Players need to jump over obstacles (comically, NRA supporters) to reach offices of governors and congressmen.

1.2

Fashion Advocacy

Swedish-American artist, Michele Pred launched her latest handbag line, The Power of The Purse, at the 2018 Oscars. Designs were created with electroluminescent wire and each purse came with its unique catch phrase such as My Body, My Business, Equal Pay, Pro-Choice or simply, Feminist.

1.3

Empowering Art Installations

We’re not playing the field, we’re leveling it - were the neon-lit words, welcoming attendees into Bumble’s SXSW activation. The dating app-turned-career-andfriendship-networking platform wanted to engage with women attending the conference and have them interact with each other, testing out Bumble Date, Bumble Bizz and Bumble BFF at the event.

1.4

Stereotype-Fighting Ads

Harry’s is a new generation shaving company. Typically razor ads have showcased a one dimensional version of manhood. Tailored to debunk myths around the right way to “be” or “act” Harry’s promoted its A Man like You campaign, showcasing a young boy teach an alien how to be a man.