Category
Tech
Delegated Interfaces
Trend cluster
Category
Authentic
Connectivity
North American consumers increasingly engage with global cultural trends.
2.7
Trend score
Trend
What is the Authentic Connectivity trend?
Authentic Connectivity: North American consumers, particularly those among Millennial and Gen Z demographics, are less culturally insular than the generations that preceded them, and are increasingly seeking authentic cultural connections and entertainment from abroad. Despite obstacles that include differing cultural norms and language barriers, the increasingly two-sided nature of cultural influence allows brands more diversity and flexibility in their process of appealing to a range of global entertainment and lifestyle rituals.
Trend themes
Themes within the Authentic Connectivity trend
Three behaviours holding the trend together01
Global Cultural Engagement
Millennial and Gen Z customers continue to expand their cultural interests, seek authentic international connections, and entertainments from abroad.
02
Two-Way Cultural Influence
Cultural diversity and flexible appeal to a wide range of global entertainment and lifestyle rituals offer brands greater opportunities to connect with international customers.
03
Empowerment and Diversity
Advertising and marketing campaigns with a focus on empowerment and diversity are helping to promote gender equality and social values and norms.
Industry implications
What the Authentic Connectivity trend means for industry
Where the trend changes the playbookFor
Beauty and Cosmetics
Beauty brands are collaborating with trendsetting K-pop groups and K-beauty brands, providing customers a range of unique and exciting beauty looks.
For
Food and Beverage
Awareness of different flavors and cultures are influencing food and beverage companies to introduce new international styles, packaging, and flavors to North American consumers.
For
Entertainment and Fashion
Anime-inspired and youth culture-themed events that integrate various elements such as music, gaming, art, fashion, and community are attracting attendees and exhibitors alike to engage in these festivals.
Workshop question
Consider how your brand could prioritize cultural authenticity?
Trend signals
Trend signals for Authentic Connectivity
Trend score 2.7 out of 10, from popularity 47%, activity 26%, freshness 8%.
Popularity47%
Activity26%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Authentic Connectivity trend
5 featured examples from Feb 26 to Jun 7, 2019CategoryFashion
Vietnam-Set Streetwear Lookbooks
MYGE Travels to Ho Chi Minh To Capture Its SS19 Collection
The fashion industry can take advantage of the graphic-heavy streetwear trend for its collections.
CategoryLifestyle
Exclusive Cross-Culture Cookies
Oreo is Bringing Its 'China Six Flavors Series' to America
Opportunity for food and beverage companies to expand their product offerings by introducing cross-cultural flavors and co-branded partnerships.
CategoryMarketing
Equality-Promoting Soccer Ads
The Women's World Cup Ad by Nike Spotlights a Young Talent
Disruptive innovation opportunities lie in creating products and marketing strategies that cater to the growing demand for gender-inclusive sporting goods.
CategoryLife-Stages
Multi-Experiential Anime Festivals
Otafest is an Engaging All-Ages Festival in Calgary, Alberta
Organizations can leverage the popularity of anime and manga to create immersive festivals that cater to fans of these mediums and showcase related products within the art, toy, a…
CategoryFashion
K-Beauty Music Videos
Kaja Teamed Up with (G)I-DLE for Its K-Pop Single 'Senorita'
The K-beauty industry can leverage music videos as a marketing channel to showcase their products and reach new customers.
