Category
Lifestyle
Assisted Choices
Trend cluster
Category
Authentic
Interaction
The influence of celebrities is changing amidst the COVID-19 pandemic.
5.7
Trend score
Trend
What is the Authentic Interaction trend?
Authentic Interaction: In uncertain times, the role of the celebrity or influencer is criticized due to the positions of privilege and aspirational lifestyles they hold. However, amidst the current pandemic, some are prioritizing authentic interactions by supporting people's skills and offering acts of service--maintaining the influence they have from a marketing perspective, while retaining their audiences.
Insight
The consumer insight behind the Authentic Interaction trend
In the current crisis, people are losing their incomes, their routines, and their sense of normalcy as they navigate the anxieties of our new normal. With this pandemic coming on the tails of increased awareness of and push-back against the inequalities that currently exist in our capitalist system, consumers are more likely now than they have been before to react poorly to ill-timed and meaningless celebrity interactions. People in positions of influence who are able to form authentic bonds and genuine acts of service are more likely to retain the respect of people facing distress.
Trend themes
Themes within the Authentic Interaction trend
Three behaviours holding the trend together01
Authentic Interactions
People in positions of influence who are able to form authentic bonds and genuine acts of service are more likely to retain the respect of people facing distress.
02
Pandemic Relief
Companies and individuals are using their platforms to raise funds for COVID-19 relief efforts.
03
Creativity and Self-Care
Businesses are launching initiatives to encourage and promote creativity and self-care during social distancing measures.
Industry implications
What the Authentic Interaction trend means for industry
Where the trend changes the playbookFor
Education Services
An increase in online education options could provide an opportunity for companies to offer a wider range of low-commitment, affordable courses taught by industry professionals.
For
Fitness and Wellness
Fitness companies could leverage their platforms to not only offer workouts, but also encourage donations to charitable causes and promote mental health and self-care practices.
For
Food and Beverage
Collaborative efforts between celebrities, wineries, and other industry professionals to create products that promote charitable causes could disrupt the traditional marketing strategies for food and beverage products.
Workshop question
How is your brand forming genuine engagement with its customers at this time?
Trend signals
Trend signals for Authentic Interaction
Trend score 5.7 out of 10, from popularity 87%, activity 74%, freshness 9%.
Popularity87%
Activity74%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Authentic Interaction trend
5 featured examples from Apr 1 to Apr 21, 2020CategoryPop Culture
Charitable Quarantine Wines
Ashton Kutcher and Mila Kunis Created a Quarantine Wine for Charity
Wineries and wine brands can leverage customizable wine labels to differentiate their products from competitors and create personalized connections with consumers.
CategoryMarketing
Creativity-Inspired Department Store Campaigns
Selfridges' Launched 'Creativity is Not Cancelled'
Retailers can launch campaigns that inspire creativity and produce varied and unique experiences, adding value for customers.
CategoryLifestyle
Pandemic Relief Workout Promotions
Kayla Itsines is Encouraging Donations Through the SWEAT App
The fitness and wellness industry can seize the disruptive innovation opportunity to further combine physical well-being with social impact by partnering with charitable organizat…
CategoryTech
Skill-Building Celebrity Courses
Masterclass Shares Online Lessons from Industry Leaders
Creating an online education platform that specializes in short-form courses with celebrity and expert teachers presents numerous business opportunities in the education industry.
CategoryLifestyle
Self-Care Live Chat Series
Netflix and Instagram Partner for the 'Wanna Talk About It?' Series
Disruptive innovation opportunity: Leveraging streaming platforms to create unique interactive experiences that combine entertainment and mental health support.
