As we approach the end of the year, it’s time to take stock of the shifting trends that are reshaping consumer behaviors. From growing gender polarization among the young to the increasing consumer demand for accountability, the impact of these societal changes cannot be ignored. In this month’s report, we uncover the most pressing developments making waves in culture, politics, and industry, and how they affect the brands that need to stay ahead.
Here are 3 of the top trends you need to watch in November.
Gender Polarization: A Growing Divide Among Young Generations
Recent developments, particularly during the US presidential election, highlight the deepening political and ideological divide between young men and women. This division extends beyond politics, influencing religion, social justice movements, and gender perceptions. Gen Z women are increasingly distancing themselves from traditional religious institutions, while Gen Z men lean toward more conservative ideologies, leading to significant polarization on issues such as feminism, LGBTQ+ rights, and gender equality.
How Brands Can Act:
In response to this divide, brands must approach inclusivity with nuance and authenticity. Engage with both sides of the conversation while recognizing the complexities of these ideological shifts. Foster discussions that bridge gaps between genders and ensure that your messaging respects differing viewpoints. As consumers demand authenticity, it’s critical for brands to engage in dialogue that fosters unity and challenges stereotypes.
See Beyond:
As polarization spreads globally, brands have an opportunity to navigate these divides by creating platforms for meaningful dialogue. Think about how your brand can facilitate connections rather than fuel division, contributing to a more inclusive and understanding world.
The Consumer Battle Against Shrinkflation: Winning or Losing?
Shrinkflation—the phenomenon of shrinking product sizes while maintaining or increasing prices—has reached new heights. From Cadbury chocolate boxes to common grocery items, consumers are noticing that their money isn’t stretching as far as it used to. This has led to significant backlash on social media, with boycotts and protests growing louder. However, some brands have started to respond positively by offering extra value, such as bonus portions or product recipe changes, after facing public criticism.
How Brands Can Act:
Brands need to be transparent with their customers about price changes and product downsizing. If you must reduce sizes, make it clear and ensure customers are aware of any extra value or benefits. Consider offering options for customers to choose product sizes or customize their orders to suit their budget. Innovative pricing models that align with consumer needs during tough economic times can help restore trust and loyalty.
See Beyond:
As inflationary pressures continue, consumers will be more vigilant and vocal. Brands that lead with transparency, creativity, and empathy during times of economic uncertainty will secure stronger, longer-lasting customer relationships.
The Fashion Industry’s Struggle with Inclusivity: A Style Over Substance Debate
Inclusivity in the fashion world has long been hailed as a necessary shift, but the recent backlash to events like the Victoria’s Secret Fashion Show reveals how difficult it is to truly represent diversity. While attempts were made to cast older, plus size, and transgender models, critics argue that these efforts were more about optics than genuine inclusivity. The Met Gala’s upcoming theme, Superfine: Tailoring Black Style, has also sparked controversy regarding cultural appropriation and misinterpretation of its deeper meaning.
How Brands Can Act:
To avoid tokenism, brands must go beyond surface-level diversity efforts. Instead, build long-term, genuine partnerships with marginalized communities, ensuring that the voices of underrepresented groups are integrated authentically into your brand story. Inclusivity must be embedded in every facet of your brand, from marketing and product development to collaborations and customer engagement.
See Beyond:
The demand for real inclusivity will grow, and brands that fail to authentically engage with diverse communities may face a backlash. The future of fashion is about embracing authentic diversity and celebrating individuality while remaining mindful of cultural context.
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