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eLearning > Marketing > Marketing in the Crisis of Authenticity > Module 1 / 4

Intro to Marketing in the Crisis of Authenticity

Instructor: Gil Haddi
Marketing in the Crisis of Authenticity
Download the Marketing in the Crisis of Authenticity Trend Report
We’ve all heard that today’s consumers value authenticity, but their trust in brand messaging has eroded over time as it becomes more difficult to sift through false advertising. Modes of communication that consumers have previously relied on, including peer reviews and unbiased influencers no longer seem to be sources of truth and integrity.

In this module, Trend Hunter’s SVP of Client Success, Gil Haddi, introduces the 3 biggest marketing tactics any brand can leverage in order to build trust in the eyes of the unsure consumer. Through the modules of Co-Branded Influence, Instant Gratification and AI Engagement, you will uncover ways to adjust brand messaging to adapt to the crisis of authenticity – and it’s a lot simpler than you may think.
Related Trend Report: Marketing in the Crisis of Authenticity
Get the 2021 Trend Report FREE
Insights by Trend Hunter AI
Seafood Sustainability
Direct-to-consumer seafood deliveries prioritize sustainable practices
Trend - D2C seafood deliveries are increasingly coming from sources that prioritize sustainable and ethical fishing practices that reduce their impact on the environment. These delivery services allow consumers to bypass third-party retailers that may not be transparent about their sourcing.
Workshop Question - How is your brand prioritizing transparency to strengthen customers' trust?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Specialty DTC
Consumers interested in specialty grocery goods do so through direct channels
Trend - Consumer groups with more disposable income, specifically Boomers and members of Generation X, have shown an increased interest in specialty grocery recently. Ordering these items through DTC channels allows access to these goods while adhering to the social distancing rules in many parts of the world.
Workshop Question - How can you position your product or service as more exclusive?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Package Gaming
Brands offer gamified experiences through packaging
Trend - In order to create more engaging product experiences, food and beverage brands are offering customers gamified features on their product packaging. Items in this space include video games attached to candy packaging via QR codes, and games scanned from alcohol bottle caps.
Workshop Question - What kind of gamified experience could your brand attach to its packaging?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Contest
Virtual contests and giveaways help keep customers engaged from home
Trend - Brands are trying to maintain customer loyalty with virtual events that promise contests and giveaways where people can win free products. These include everything from wedding dress giveaways to online scavenger hunts.
Workshop Question - How could your brand prioritize at-home customer engagement?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neutral Beverage
Beverage brands prioritize carbon-neutral or negative production
Trend - Brands in the beverage space are re-shifting production processes to reduce their impact on the environment--aiming for carbon-neutral or negative outputs. Brands attempting this include everything from water to alcohol beverages.
Workshop Question - How is your brand prioritizing reducing its carbon output, or impact on the environment in general?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Solidarity
Brands are revamping their logos to show support amid COVID-19
Trend - To help send a message of solidarity during the COVID-19 pandemic, various brands have launched rebranding initiatives to show their support during the new era of social distancing. These logos have been altered to encouraging visual messages asking consumers to stay safely at home.
Workshop Question - How could your brand reflect global concerns in its marketing to reach consumers?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prepaid Support
Brands candidly ask for financial support from consumers amid COVID-19
Trend - The COVID-19 pandemic has impacted businesses spanning all industries and many are struggling to remain afloat with current social distancing regulations. As a result, smaller brands are reaching out to consumers to ask for financial support during these uncertain times with initiatives like discounted travel vouchers to use post-pandemic and prepaid products without fixed delivery dates.
Workshop Question - How can your brand use authenticity to reach consumers during times of chaos?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nutritious Donut
Donuts become the vessel for serving healthier versions of indulgent food
Trend - Donuts, or donut-flavored snacks, are being offered in healthier forms to cater to consumers looking to indulge without impacting their general health. Offered in everything from donut-flavored yogurts to protein-infused donuts, these items merge both flavor and nutrition.
Workshop Question - How could your brand balance practicality and indulgence for its customers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Wedding
Direct-to-consumer wedding services opens the door to an online bridal market
Trend - As consumers spen more time shopping online, even the most traditional businesses are responding to this trend. In an effort to provide consumers with a positive experience during a stressful time, brands are offering future brides and grooms DTC wedding products. This shift is a result of consumers wanting low-cost alternatives while being able have a comfortable shopping experience.
Workshop Question - Is there an area of your business where you can provide a consistent online-offline experience?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends