# Rewarded Action Brands are requiring customers to participate in tasks before they are rewarded. By [Chayeanne Garvida](https://www.trendhunter.com/chayg24), Research Advisor | Published Feb 21, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/action-required ## Key Figures - Trend score: 3.4/10 - Evidence articles: 5 ## What is the Rewarded Action trend? **Rewarded Action:** Brands are encouraging consumers to participate in various tasks and experience before they are granted access to the products and services being featured. This type of action diverts the consumer's attention from being "sold to," to being interacted with. Furthermore, it highlights a shift toward the "attention economy," wherein experience is as valuable as money. ## The consumer insight behind the Rewarded Action trend This idea of experience-as-currency is directly linked to the evolution of social media, and the subsequent redefinition of "value." Regular social media users view every "like" on a post as a prize or currency exchange. A piece of their life and the things they experience–be it a photo of themselves on Instagram, or a status post about their day on Facebook–is given in exchange for approval. This focus on how the intangible is starting to impact consumers' view of value beyond social media, and into their real lives. ## At a Glance - Evidence: 5 featured examples - Articles from: Oct 24, 2018 to Aug 19, 2019 - Published: Feb 21, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Rewarded Action trend ### Experience-As-Currency Consumers are valuing experiences as much as money, leading to brands requiring customers to participate in tasks before being rewarded. ### Gamified Advertising Promotions such as Volvo's Super Bowl contest are shifting consumer attention towards gamification rather than traditional advertising models. ### Rewards-for-User-Generated Content Social media has led to consumers viewing likes and engagement as a form of currency, making it a natural fit for brands to incentivize user-generated content in the form of contests such as Bleed for the Throne. ## What the Rewarded Action trend means for industry ### For Food and Beverage Innovations such as remote drive-thrus and slide-thru takeout windows demonstrate potential for businesses in the food and beverage industry to differentiate themselves through unique experiences. ### For Marketing and Advertising Gamified advertising and user-generated content campaigns represent opportunities for businesses in the marketing and advertising industry to engage consumers in new and innovative ways. ### For Environmental Sustainability and Transportation Recycling schemes such as + Ricicli + Viaggi show potential for businesses in the environmental sustainability and transportation industries to incentivize consumers to participate in eco-friendly initiatives. ## Workshop question How could your brand better utilize the attention economy? ## Trend signals for Rewarded Action Trend score 3.4 out of 10, from popularity 56%, activity 37%, freshness 8%. - Popularity: 56% - Activity: 37% - Freshness: 8% ## Examples of the Rewarded Action trend 5 featured examples from Oct 24, 2018 to Aug 19, 2019. - [Rebellious Sport-Related Contests](https://www.trendhunter.com/trends/super-bowl-contest): Volvo's Super Bowl Contest Prompts One Not to Watch the Event (Category: Autos) Implication: Integrating gamified advertising and innovative technology into automotive marketing campaigns to increase brand visibility and engagement. - [Transportation-Friendly Recycling Schemes](https://www.trendhunter.com/trends/recycling-scheme): + Ricicli + Viaggi Exchanges Plastics for Metro Rides (Category: Eco) Implication: The transportation industry can leverage recycling initiatives to increase passenger engagement, reduce waste, and promote eco-friendly transportation options. - [Snowy Takeout Experiences](https://www.trendhunter.com/trends/slide-thru): Taco Bell Canada Created the World's First Slide-Thru Takeout Window (Category: Marketing) Implication: Disruptive innovation opportunity: Develop unconventional strategies to enhance customer satisfaction and drive brand loyalty in the fast food industry. - [Remote Fast Food Drive-Thrus](https://www.trendhunter.com/trends/fast-food-drivethru): Popeyes' '12-Hr Drive Thru' Spotlights Its 12-Hour Marinated Chicken (Category: Marketing) Implication: Fast food chains can explore remote drive-thru experiences to attract customers and stand out from competitors. - [Fantasy Blood Donation Campaigns](https://www.trendhunter.com/trends/bleed-for-the-throne): 'Bleed for the Throne' Asks Game of Thrones Fans to Donate Blood (Category: Lifestyle) Implication: Disruptive innovation opportunities in leveraging fan communities and creating immersive experiences. ## Recent trend clusters - [Functional Indulgence](https://www.trendhunter.com/protrends/functional-indulgence1) (Lifestyle) - [Connected Companions](https://www.trendhunter.com/protrends/connected-companions) (Lifestyle) - [Creatine Formats](https://www.trendhunter.com/protrends/creatine-formats) (Lifestyle) - [Routine Compression](https://www.trendhunter.com/protrends/routine-compression) (Lifestyle) ## Trending in Lifestyle - [Multisensory Sauna Experiences](https://www.trendhunter.com/trends/badstu-ritual) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Real-Time Sunny Drink Maps](https://www.trendhunter.com/trends/cointreau-spicy-margarita-map) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)