Background:

Bose has a leading legacy as a true sound innovator, engineering exceptional hardware that takes listening experiences to the next level.

This legacy is appreciated by the core audiophile audience, but it isn’t culturally connected or coveted by a newer generation of buyers.

Consumers, particularly Gen Z, don’t see one of Bose’s top traits as being ‘inclusive’. Yet we know it’s an incredibly important attribute for this group. The brand has shown inclusivity in its Sound is Power manifesto film and the recent Turn the Dial work (which highlighted women and nonbinary producers in an industry where only 3% fall into this group), consumers were surprised and excited to see them in that space. This shows huge potential and an interest in this kind of project.