# Alternative Currency Consumers can use creative forms of payment for limited engagements. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Jun 18, 2019 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/alternative-currency ## Key Figures - Trend score: 5.6/10 - Evidence articles: 5 ## What is the Alternative Currency trend? **Alternative Currency:** Brands are launching activations that require consumers to exchange non-traditional forms of payment for products. Such promotions necessitate participation on behalf of the consumer to gain access to the brand and strengthen loyalty. ## The consumer insight behind the Alternative Currency trend When engaging with a product or service, consumers prioritize experience in various ways—whether it's related to point-of-purchase or novelty of the product. Those who take advantage of interactive activations often find the experience entertaining and memorable. As a result, many consider the added value of immersion when evaluating a product, and it has the potential to spark a sense of loyalty. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 4, 2018 to Jun 15, 2019 - Published: Jun 18, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [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, Europe, Asia ## Themes within the Alternative Currency trend ### Creative Payment Forms Brands are launching activations that require consumers to exchange non-traditional forms of payment for products. ### Incentivized Exercise Activations and campaigns incentivize exercising by accepting steps and miles as currency for products or services. ### Social Media Powered Vending Machines Social media-powered vending machines that accept Instagram posts as currency incentivize consumers to engage with brands on social media. ## What the Alternative Currency trend means for industry ### For Food and Beverage The food and beverage industry can create interactive activations that offer consumers alternative forms of payment for their products. ### For Fitness and Wellness Campaigns that incentivize exercise and healthy lifestyles can be implemented by the fitness and wellness industry. ### For Marketing and Advertising The marketing and advertising industry could benefit from creating experiential campaigns and unique ways to engage with consumers on social media. ## Workshop question If your brand was to run a pop-up that required alternative currency, what currency would your brand require? ## Trend signals for Alternative Currency Trend score 5.6 out of 10, from popularity 85%, activity 75%, freshness 8%. - Popularity: 85% - Activity: 75% - Freshness: 8% ## Examples of the Alternative Currency trend 5 featured examples from Sep 4, 2018 to Jun 15, 2019. - [Social Media Noodle Machines](https://www.trendhunter.com/trends/foodbeast-dream-machine): The Foodbeast Dream Machine Accepts Instagram Posts as Currency (Category: Lifestyle) Implication: The integration of social media as a form of currency in marketing campaigns can revolutionize the way brands connect with their audience. - [Plastic Exchange Beer Payments](https://www.trendhunter.com/trends/beer-payment): Corona Gave Consumers the Chance to Pay for Beer with Plastic (Category: Eco) Implication: The retail industry can embrace plastic payment initiatives to attract consumers, promote sustainability, and differentiate from competitors. - [Halloween Candy-Exchanging Machines](https://www.trendhunter.com/trends/reeses-vending-machine): A Reese's Vending Machine Lets You Trade Bad Candy for Reese's (Category: Marketing) Implication: The introduction of candy-exchanging machines presents an opportunity for the vending machine industry to develop new products or upgrade existing ones to cater to the Halloween c… - [Sneaker Brand Pubs](https://www.trendhunter.com/trends/the-runaway-by-new-balance): 'The Runaway' by New Balance Only Accepts Miles Run as Currency (Category: Lifestyle) Implication: The fitness industry can take inspiration from New Balance and create their own branded experiences which build loyalty and community - [Step-Exchanging Pop-Up Cafe](https://www.trendhunter.com/trends/energy-exchange-caf): Uncle Toby's Oats Energy Exchange Café Uses Steps as Currency (Category: Lifestyle) Implication: The health and wellness industry may benefit from incorporating step-based rewards to incentivize physical activity ## 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)