# Alt Curation Brands, artists and influencers offer distinct forms of curation. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 12, 2021 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/alt-curation ## Key Figures - Trend score: 3.7/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: May 26, 2021 to Nov 22, 2023 - Published: Aug 12, 2021 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [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 Alt Curation trend ### 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. ### Subscription-based Food Boxes Curated boxes of global cuisine for food enthusiasts that help local brands. ### Curated Tasting Experiences Curated tasting sets provide a unique experience of flavors and textures, from beverages to snacks. ## What the Alt Curation trend means for industry ### For 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 for Alt Curation Trend score 3.7 out of 10, from popularity 52%, activity 39%, freshness 19%. - Popularity: 52% - Activity: 39% - Freshness: 19% ## Examples of the Alt Curation trend 5 featured examples from May 26, 2021 to Nov 22, 2023. - [World-Themed Artisanal Cooking Packages](https://www.trendhunter.com/trends/world-kitchen-box): The World Kitchen Box Give Consumers Global Flavors (Category: Eco) Implication: Artisanal food packaging companies can capitalize on this trend by offering sustainable and ethically sourced packaging solutions - [Celebrity-Curated Glow-Promoting Beauty Sets](https://www.trendhunter.com/trends/the-sunshine-set): Biossance & Reese Witherspoon Curate The Sunshine Set (Category: Marketing) Implication: Companies within this industry can partner with celebrities to release special product lines, like curated beauty sets, to attract consumers and boost sales. - [Chef-Curated Coffee Collections](https://www.trendhunter.com/trends/curtis-stone-steeped-coffee): The Curtis Stone Steeped Coffee Collection Has Four Products (Category: Lifestyle) Implication: 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… - [AI-Curated Beauty Boxes](https://www.trendhunter.com/trends/ipsy-icon-box): The Ipsy Icon Box Features Products Selected by Celebrities and AI (Category: Tech) Implication: The beauty and lifestyle industry can capitalize on AI beauty recommendations and limited-edition beauty boxes to enhance customer experience and drive sales. - [Uplifting Virtual Influencer Collabs](https://www.trendhunter.com/trends/lennnie-x-dove): The Lennnie x Dove Collab Promotes Body Positivity (Category: Marketing) Implication: Virtual influencer collaborations offer new opportunities for brands to personalize and amplify their message. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)