The U.S. is a big beautiful melting pot of cultures, ethnicities, shades, sizes, features, and identities. There’s no doubt that minority groups will one day become the majority. In fact, according to the American Marketing Association, Asians, African-Americans, and Hispanics will contribute to 90% of population growth between 2014 and 2020. With this shift in demographics, a new American consumer has emerged with a new set of needs.
Brands have finally taken the time to stop and listen to what consumers really want…and that’s to be included. Today, brands must focus on inclusion like never before or they will be the ones left out. We decided to create a monthly series that celebrate brands who celebrate all of us.
Here are a few of our favorite brands who’ve listened and responded to our growing multicultural and diverse market.
Fenty Beauty was a direct response to beauty consumers’ pleas of wanting a quality foundation to match their unique skin tone. With 40 diverse shades of foundation and a growing product line, Fenty has provided consumers from nearly every nationality an opportunity to find a shade that is perfect for them. Mixing shades is a thing of the past as Fenty created a new color spectrum standard many beauty brands are scrambling to keep up with.
Athletic apparel models were once thought to be one size, slender. Outdoor Voices has stripped away convention and reinvented what an active lifestyle brand looks like. This includes advertising campaigns that feature men and women of all sizes and ethnicities. Their intentional inclusion demonstrates a recognition of our diverse American culture and commitment to connect with our changing demographics.
Similar to Fenty, Good American was created as a response to a significant gap in the market for quality denim that fit an array of sizes. Available in sizes 00-24, the line celebrates curves and enhance features that make the wearer feel fabulous. We have yet to reach a size-agnostic society however, the market is responding positively to brands like Good American that cater to a variety of shapes and sizes.
Target has long been at the forefront of launching progressive campaigns so we weren’t surprised when they recently launched an innovative adaptive clothing line. The collection was design-engineered to fit those with disabilities or sensory-processing sensitivities. Not only did Target create beautiful designs that could be adorned by all, they made the special garments cost-friendly and accessible with pants that range from $20-45 and shirts under $10.