# Authentic Connectivity North American consumers increasingly engage with global cultural trends. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jun 11, 2019 | Category: [Tech](https://www.trendhunter.com/pro/category/technology-trends-and-gadgets) Source: Trend Hunter, https://www.trendhunter.com/protrends/authentic-connectivity ## Key Figures - Trend score: 2.7/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 26 to Jun 7, 2019 - Published: Jun 11, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia ## Themes within the Authentic Connectivity trend ### Global Cultural Engagement Millennial and Gen Z customers continue to expand their cultural interests, seek authentic international connections, and entertainments from abroad. ### 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. ### 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. ## What the Authentic Connectivity trend means for industry ### For 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 for Authentic Connectivity Trend score 2.7 out of 10, from popularity 47%, activity 26%, freshness 8%. - Popularity: 47% - Activity: 26% - Freshness: 8% ## Examples of the Authentic Connectivity trend 5 featured examples from Feb 26 to Jun 7, 2019. - [Vietnam-Set Streetwear Lookbooks](https://www.trendhunter.com/trends/myge): MYGE Travels to Ho Chi Minh To Capture Its SS19 Collection (Category: Fashion) Implication: The fashion industry can take advantage of the graphic-heavy streetwear trend for its collections. - [Exclusive Cross-Culture Cookies](https://www.trendhunter.com/trends/china-six-flavors-series): Oreo is Bringing Its 'China Six Flavors Series' to America (Category: Lifestyle) Implication: Opportunity for food and beverage companies to expand their product offerings by introducing cross-cultural flavors and co-branded partnerships. - [Equality-Promoting Soccer Ads](https://www.trendhunter.com/trends/womens-world-cup-ad): The Women's World Cup Ad by Nike Spotlights a Young Talent (Category: Marketing) Implication: Disruptive innovation opportunities lie in creating products and marketing strategies that cater to the growing demand for gender-inclusive sporting goods. - [Multi-Experiential Anime Festivals](https://www.trendhunter.com/trends/allages-festival): Otafest is an Engaging All-Ages Festival in Calgary, Alberta (Category: Life-Stages) Implication: 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… - [K-Beauty Music Videos](https://www.trendhunter.com/trends/k-pop-single): Kaja Teamed Up with (G)I-DLE for Its K-Pop Single 'Senorita' (Category: Fashion) Implication: The K-beauty industry can leverage music videos as a marketing channel to showcase their products and reach new customers. ## Recent trend clusters - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Adaptive Controls](https://www.trendhunter.com/protrends/adaptive-controls) (Tech) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) ## Trending in Tech - [Decor-Led Home Projectors](https://www.trendhunter.com/trends/decor-led-home-projectors) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) - [Dual-Wavelength Recovery Wearables](https://www.trendhunter.com/trends/joint-therapy) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Tech](https://www.trendhunter.com/tech)