Bloom Thinks: Identity wars and peace

By Ed Hayes, CSO

The fight for equality and acceptance goes on. But we’re seeing positive shifts in how the debate is framed.

Brands are no longer solely focussed on fighting against negative labels and stereotypes; instead, they are celebrating freedom and acceptance in more positive ways.

And we’re seeing steady change in brand attitudes and behaviours.

Not long ago, emerging, niche brands were front and centre. Now mainstream brands are catching up and opening up, and as more consumers are drawn to spaces where they are celebrated rather than tolerated, brands that take action vs sit on the sidelines are growing in appeal.

As a result, more categories are embracing less conventional approaches to identity- with a focus on reimagining the debate in positive, constructive and welcoming ways.

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