Naughty Consumer Insights

Implications - As we creep closer to the end of the decade, Western culture seems to be more open to embracing the human form au naturale. While nudity still holds shock value and is thus being leveraged to generate controversial attention, this form of shockvertising is becoming more justifiable as attitudes shift to more liberal views.

Implications - In Q3 of 2009, we pondered the death of sexploitation. Yet, while some have abandoned this primal marketing tactic, others are increasing the sex factor. The recession has spurred a desperate eagerness for consumer attention. As it's proven, sex continues to sell despite economic change, and exploiting sexuality guarantees viral attention.

Implications - While anime still holds much popularity, manga is currently surpassing the former as a source of inspiration. Manga, often characterized by whimsical-looking drawings, has been around for centuries, and since manga's genres includes a wide range of subjects, with everything from business to violence to sex, almost anything can be mangafied.

Implications - The average consumer is exposed to over 3,000 advertisements in a day. To separate their brands from this sea of advertising, ad executives are swaying away from tradition, escaping the norm through unique marketing tactics that include larger-than-life, interactive or attention-grabbing billboards.

Implications - Advertising firms are targeting the “man’s man” to sell hygiene merchandise. Men’s hygiene products are increasingly designed for consumers who are a tad too “manly” for more metrosexual products, but still want to appear put-together. Guygiene marketing tends to focus on attracting the opposite sex, rather than the "man" himself.

Implications - By using burlesque elements to brand their products, companies are able to intrigue their audience with sultry sex appeal while maintaining a touch of class. Without a doubt, the poster child for this burlesque movement is Dita Von Teese, who is the face of a variety of products including airplanes, sparkling water and nightclubs.

Implications - Sexvertising is becoming even more shocking, with blatant phallic references given the green light in marketing. Using extremely graphic sexual imagery to incite innate animalistic desires, aggressive sexvertising in print ads and commercials are strategically skipping the “foreplay,” and taking a much more brazen approach to consumer engagement.

Implications - Allowing a bride to look her best both during the day of her wedding and post-reception, designers are extending their bridal collections to include sultry lingerie pieces that are sure to intrigue future grooms. As a mix between innocent and scandalous, these white and lacy lingerie designs will be coveted by both brides and grooms-to-be, pushing them to feed further into the wedding industry.

Implications - Consumers are drawn to the naughty—people love vulgarity. Until now, however, obscene language has never been anything more than part of day-to-day speak and R-rated movies. But today’s designers aren’t worried about being refined; their products don’t hold anything back. From cussing greeting cards to offensive fashion, uncouth designs are increasing in availability, rendering them less shocking than they are amusing.

Implications - The playground is becoming a favorite theme of photographers, who are using it as a background for often risque photography. Fashion photography, especially, is becoming more non-traditional in that the fashion story is often just as—if not more—important as the clothes featured. As such, juxtoposing sensuality against something as innocent as a jungle gym is one way that photographers are attempting to capture the wavering attention of their viewers.