# Marketing Anxious Seeking to connect with consumers, brands turn to personal apprehensions. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 29, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/acknowledging-anxieties ## Key Figures - Trend score: 3.7/10 - Evidence articles: 7 ## What is the Marketing Anxious trend? **Marketing Anxious:** As marketers look for new and enticing ways to connect with audiences, desires for more personal, self-serving interests prompts ads to integrate more individualized tactics. Creating situations that reflect common anxieties, brands reference worries of health and addiction not as a form of confrontation, but rather as an acknowledgment of individual struggle. ## At a Glance - Evidence: 7 featured examples - Articles from: Feb 5, 2013 to Oct 26, 2015 - Published: May 29, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Marketing Anxious trend ### Personalized Marketing As marketers prioritize consumers' desires for more personal, self-serving connections with brands, innovative campaigns create individualized tactics referencing worries to address common anxieties faced by people. ### Mental Health Support The rise of mental health platforms aims to help people going through stress, anxiety or mood disorders. It provides licensed therapists to chat with to deal with daily issues, enhancing societal awareness and addressing these common conditions. ### Anxiety Awareness Campaigns Various awareness campaigns have been created to address anxiety and social anxiety disorders in order to recognize and treat them rather than ignore them. Emotive commercials direct viewers to anxiety associations to provide support and treatment options. ## What the Marketing Anxious trend means for industry ### For Marketing and Advertising As more and more marketers integrate personalized marketing tactics, they create innovative campaigns that cater to consumer desires and enhance brand loyalty. ### For Mental Health and Wellness The prevalence of mental health platforms provides affordable and easily accessible therapy sessions for people who experience stress, anxiety or mood disorders. ### For Healthcare and Medicine As anxiety disorders become more normalized and recognized as chronic conditions, healthcare professionals are presented with opportunities to increase support and options for mental health care treatment. ## Trend signals for Marketing Anxious Trend score 3.7 out of 10, from popularity 62%, activity 42%, freshness 8%. - Popularity: 62% - Activity: 42% - Freshness: 8% ## Examples of the Marketing Anxious trend 7 featured examples from Feb 5, 2013 to Oct 26, 2015. - [Child Smoker Ads](https://www.trendhunter.com/trends/deutsche-kinderkrebsstiftung): Dangers of Secondhand Smoking Addressed in Deutsche Kinderkrebsstiftung Campaign (Category: Marketing) Implication: Advertisers can explore innovative approaches to create emotionally-driven campaigns that effectively address social issues like smoking. - [Worry Wrinkle Ads](https://www.trendhunter.com/trends/nivea-men-active-age-moisturiser): The Nivea Men Active Age Moisturiser Soothes Look of Distress (Category: Fashion) Implication: Opportunity for skincare brands to expand their product line with stress-targeted solutions. - [Stress Therapy Apps](https://www.trendhunter.com/trends/mental-health-online): 'Lantern' is a Mental Health Online Platform That Guides Users Through Stress (Category: Tech) Implication: Opportunity for healthtech startups to develop and provide online platforms for mental health support and therapy. - [Aged Music Lover Ads](https://www.trendhunter.com/trends/duracell-2013-ad-campaign): The Duracell 2013 Ad Campaign Fights the Effect of Time in a Different Way (Category: Marketing) Implication: Battery manufacturers can create campaigns promoting their products as the key to longevity for music players and other electronics, to appeal to those seeking longevity in their… - [Anxiety-Relieving House Agents](https://www.trendhunter.com/trends/century-21-super-bowl): This Century 21 Super Bowl Commercial Plays on In-Law Anxieties (Category: Lifestyle) Implication: Real estate companies can capitalize on the growing demand for innovative housing solutions that promote psychological comfort and create a collaborative living environment. - [Monstrous Pimple Ads](https://www.trendhunter.com/trends/oatmeal-spot-clear): The Oatmeal Spot Clear Ad Campaign Shows What People See When They Have a Zit (Category: Marketing) Implication: The Oatmeal Spot Clear ad campaign is promoting a targeted skincare solution through its ads, providing opportunities for disruptive innovation within the skincare industry. - [Social Anxiety Advertising](https://www.trendhunter.com/trends/anxiety-symptoms): This Norwegian Commercial Chronicles a Man's Anxiety Symptoms (Category: Lifestyle) Implication: The growing public awareness of mental health conditions presents an opportunity for mental health services providers to offer more accessible and effective treatments to patients. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)