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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
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Insights by Trend Hunter AI
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?
7.9
Score
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Activity
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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?
6.3
Score
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Activity
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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
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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?
6.1
Score
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Megatrends
Ritualistic Snacking
A growing group of Gen Z consumers prioritize snacking over eating meals
Trend - It's been found that members of Generation Z prioritize snacking more than they do eating full meals, and brands are responding in-kind by offering the experiential, "foodie" focused snacks they seek but in convenient, takeaway forms. This shift is impacted by Gen Z's rituals that include living healthier (more instilled in them than in their predecessors), their on-the-go lifestyles, and their social habits that revolve around eating.
Workshop Question - In what areas could your brand shift gears to better cater to Gen Z consumers?
6.1
Score
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Activity
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Megatrends
Subscribed Breakfast
Breakfast meals are made easier via subscription services
Trend - With breakfast often being the meal that consumers skip the most, some brands are looking to change this fact by offering subscription services that specifically offer nutritious breakfast foods.
Workshop Question - How could your brand better convenience it’s customer’s life?
6.2
Score
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Unexpected Nibble
Snack foods incorporate novelty flavors to appeal to curious consumers
Implications - Brands are tapping into unexpected flavor combinations for snack products to create distinct novelty items. Such products appeal to consumers who enjoy using food as a medium for experimentation, and simultaneously appeal to consumers who are less likely to try atypical flavors, by using familiar snack products as a conduit for consumption.
Workshop Question - How could your brand surprise its customer with an unexpected added element to its product/service?
5.3
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Activity
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Megatrends
Branded In-Home
In-home brand events allow adults to entertain more seamlessly
Where once, at-home shopping parties were hosted by salespeople employed by the brand, today's branded in-home events focus on providing curated products that contribute to the ambiance of an event. Instead of hosting shopping parties, branded packages serve as tools that hosts can use to create a more seamless, yet curated experience, while also enabling large brands to organically market in intimate spaces that were previously untouched.
Workshop Question - How has your brand been impacted by recent shifts in how individuals prefer to socialize?
5.2
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Activity
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Megatrends
Cognitive Mushroom
Lion's mane mushrooms are adopted for a cognitive boost
Implications - As wellness-minded consumers look to incorporate foods that boost cognitive function and improve mood, lion's mane mushrooms are emerging as a preferred method of treatment. This progression speaks to the evolution of consumer expectations regarding nutritive benefits contained in adaptogenic foods and highlights the expanding ability of customers to differentiate between the large variety of healing mushrooms.
Workshop Question - How can you reevaluate a product's formulation to include ingredients that boost cognitive function?
4.3
Score
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Activity
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Megatrends
Experiential Purchase
Paths to purchase move beyond convenience into experiential realms
Implications - As streamlined payment options continue to evolve with the use of emerging tech, a shift toward more experiential purchasing solutions are on the rise to better engage consumers. Moving beyond mere convenience, brands are tapping into social platforms, multimedia outlets and even AI capabilities to add more memorable moments to the purchasing journey. Focusing on experience rather than speed, these paths to purchase are representative of a growing consumer desire for brand experiences that are engaging even prior to product consumption.
Workshop Question - Think of the typical path to purchase for your consumer. How could you tap into adjacent industries to elevate that experience into something more memorable?
5.5
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