Category
Business
Assisted Conversion
Trend cluster
Category
Alt
Curation
Brands, artists and influencers offer distinct forms of curation.
3.7
Trend score
Trend
What is the Alt Curation trend?
Alt Curation: Brands and influencers are curating special collections for customers. This new form of curation is less about selling specific products or services and more about directing customers or viewers to new forms of marketing.
Insight
The consumer insight behind the Alt Curation trend
Consumers in North America are increasingly weary of brands trying to bombard them with products, campaigns and information--often carefully targeted and hidden in their already developed content feeds. Now, social media-savvy consumers are looking for more authentic interactions with brands and influencers, and ones that can help them live aspirationally.
Trend themes
Themes within the Alt Curation trend
Three behaviours holding the trend together01
Authentic Curation
Brands and influencers are curating special collections for customers in a less-product-selling way to give them more authentic interactions with brands and influencers.
02
Subscription-based Food Boxes
Curated boxes of global cuisine for food enthusiasts that help local brands.
03
Curated Tasting Experiences
Curated tasting sets provide a unique experience of flavors and textures, from beverages to snacks.
Industry implications
What the Alt Curation trend means for industry
Where the trend changes the playbookFor
Marketing
An opportunity for marketers is to explore more authentic forms of curation that offer customers a genuine interaction with brands and influencers.
For
Food and Beverage
An opportunity for the food & beverage industry is to curate subscription-based boxes of global cuisine to cater to food enthusiasts and support local brands.
For
Hospitality and Tourism
An opportunity for the hospitality and tourism industry is to offer curated tasting experiences of local cuisine, independent beverages, and snacks that provide a unique foodie experience for travelers.
Workshop question
How is your brand prioritizing authentic interactions with its customers?
Trend signals
Trend signals for Alt Curation
Trend score 3.7 out of 10, from popularity 52%, activity 39%, freshness 19%.
Popularity52%
Activity39%
Freshness19%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Alt Curation trend
5 featured examples from May 26, 2021 to Nov 22, 2023CategoryEco
World-Themed Artisanal Cooking Packages
The World Kitchen Box Give Consumers Global Flavors
Artisanal food packaging companies can capitalize on this trend by offering sustainable and ethically sourced packaging solutions
CategoryMarketing
Celebrity-Curated Glow-Promoting Beauty Sets
Biossance & Reese Witherspoon Curate The Sunshine Set
Companies within this industry can partner with celebrities to release special product lines, like curated beauty sets, to attract consumers and boost sales.
CategoryLifestyle
Chef-Curated Coffee Collections
The Curtis Stone Steeped Coffee Collection Has Four Products
The coffee industry can leverage the trend of curated coffee blends and innovative brewing methods to capture the attention of consumers seeking unique and elevated coffee experie…
CategoryTech
AI-Curated Beauty Boxes
The Ipsy Icon Box Features Products Selected by Celebrities and AI
The beauty and lifestyle industry can capitalize on AI beauty recommendations and limited-edition beauty boxes to enhance customer experience and drive sales.
CategoryMarketing
Uplifting Virtual Influencer Collabs
The Lennnie x Dove Collab Promotes Body Positivity
Virtual influencer collaborations offer new opportunities for brands to personalize and amplify their message.
