Responding to the 32% of cruise passengers globally who travel with family, and the 77% of millennials who would consider a cruise (88% would rebook after their first, the highest return rate of any age group – see Key Stats for all), US-based Royal Caribbean has been dismantling the ‘pensionable passenger’ stereotype by creating content for all ages, with key crossovers.

Golf is one of sport’s staunchest bastions of white male culture. Just 5% of the US’s 25 million players are African American (Golf Business News, 2023) – an issue addressed head on by US golf shoe brand FootJoy with its Step Forward centenary films series (February 2023).

UK ‘heritage’ feminine healthcare brand Bodyform (launched in 1948) has reinvented not only itself, but the category. Challenging women’s health taboos, including menstruation (22% of British women feel embarrassed when they have their period – BMJ, 2024), its global campaigns demonstrate how shifting conventional dialogue can drive sales, boost engagement and win awards.

With box office earnings of $1.36bn worldwide (Variety, 2023), 2023’s Barbie movie was just the latest in a series of reinvention moves for the doll by US toy manufacturer Mattel. It’s been leveraging a strategic mix of motivational feminist storytelling and educational assets to shift brand perceptions of the iconic toy, and woo a new generation of parents.

Amid declining sales in the late 2010s – thanks to Gen Zers unimpressed with its non-inclusive beauty standards – US fashion retailer Abercrombie & Fitch’s reinvention began. And it’s maintained momentum into 2024, via (among other focuses) a revised content strategy based on Gen Z’s reverence for authenticity (see Key Stats) that includes selling style with nano-level, ‘non-style’ influencers.