Activism and Awareness Trends

Activism Trends

As people around the globe become dissatisfied with lack of change or results, individuals are taking action into their own hands by creating independent movements and expressive campaigns. From digital initiatives to performance art and social engagements, consumers are turning to all forms of expression and public involvement to spread the word about change and awareness.

Sustainable De-Influencing

Brands launch campaigns that highlight the danger of overconsumption

Trend - On social media, especially platforms like TikTok, the "de-influencing" trend is gaining traction. This movement flips the script on traditional influencer marketing by encouraging users to critically analyze trending products and resist impulsive purchases. De-influencers often expose potential drawbacks of popular items, prompting a shift in consumer behavior. As this movement gains traction, brands are strategically engaging in de-influencing campaigns to demonstrate their commitment to sustainable practices.

Insight - Social media's relentless promotion of consumption fuels the "de-influencing" movement, as consumers grapple with the paradox of acquiring "sustainable" products that may still contribute to environmental problems. This growing awareness prompts a reevaluation of what truly brings fulfillment and a critical examination of the beneficiaries within the endless consumption cycle – primarily large corporations – and the costs borne by both consumers and the environment. Interestingly, this shift in consumer behavior has the potential to redefine the very nature of brand loyalty in the digital age.

Workshop Question - In an era marked by growing skepticism towards influencer-led consumerism, how can your brand authentically contribute to sustainable practices and engage customers in meaningful ways?

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