# Authentic Interaction The influence of celebrities is changing amidst the COVID-19 pandemic. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Apr 21, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/authentic-interaction ## Key Figures - Trend score: 5.7/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 1 to Apr 21, 2020 - Published: Apr 21, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Authentic Interaction trend ### 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. ### Pandemic Relief Companies and individuals are using their platforms to raise funds for COVID-19 relief efforts. ### Creativity and Self-Care Businesses are launching initiatives to encourage and promote creativity and self-care during social distancing measures. ## What the Authentic Interaction trend means for industry ### For 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 for Authentic Interaction Trend score 5.7 out of 10, from popularity 87%, activity 74%, freshness 9%. - Popularity: 87% - Activity: 74% - Freshness: 9% ## Examples of the Authentic Interaction trend 5 featured examples from Apr 1 to Apr 21, 2020. - [Charitable Quarantine Wines](https://www.trendhunter.com/trends/quarantine-wine): Ashton Kutcher and Mila Kunis Created a Quarantine Wine for Charity (Category: Pop Culture) Implication: Wineries and wine brands can leverage customizable wine labels to differentiate their products from competitors and create personalized connections with consumers. - [Creativity-Inspired Department Store Campaigns](https://www.trendhunter.com/trends/creativity-is-not-cancelled): Selfridges' Launched 'Creativity is Not Cancelled' (Category: Marketing) Implication: Retailers can launch campaigns that inspire creativity and produce varied and unique experiences, adding value for customers. - [Pandemic Relief Workout Promotions](https://www.trendhunter.com/trends/sweat): Kayla Itsines is Encouraging Donations Through the SWEAT App (Category: Lifestyle) Implication: 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… - [Skill-Building Celebrity Courses](https://www.trendhunter.com/trends/online-course): Masterclass Shares Online Lessons from Industry Leaders (Category: Tech) Implication: Creating an online education platform that specializes in short-form courses with celebrity and expert teachers presents numerous business opportunities in the education industry. - [Self-Care Live Chat Series](https://www.trendhunter.com/trends/live-chat-series): Netflix and Instagram Partner for the 'Wanna Talk About It?' Series (Category: Lifestyle) Implication: Disruptive innovation opportunity: Leveraging streaming platforms to create unique interactive experiences that combine entertainment and mental health support. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)