Some demographics are turning to more authentic forms of social sharing
Trend - As large social media platforms prioritize filtered aesthetics and monetization, some consumers are turning to social platforms that focus on more authentic forms of P2P interaction. These platforms and forums help users share moments and opinions that are less curated and more honest.
Insight - Authenticity in communication is becoming more important to Gen Z and younger Millennials, who often have public social profiles, and then private ones they share with more trusted circles. Recognizing that the public, "aspirational" personas adopted on social media aren't always fulfilling, consumers are trying to balance those personas by sharing authentic moments on other platforms, with close friends and family who will do the same.
Insight - Authenticity in communication is becoming more important to Gen Z and younger Millennials, who often have public social profiles, and then private ones they share with more trusted circles. Recognizing that the public, "aspirational" personas adopted on social media aren't always fulfilling, consumers are trying to balance those personas by sharing authentic moments on other platforms, with close friends and family who will do the same.
Workshop Question - How could your brand prioritize authenticity in its products, services or campaigns?
Trend Themes
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Authentic Social Sharing — Platforms that prioritize authentic P2P interaction are becoming more important to Gen Z and younger Millennials, who often value less filtered and curated content on social media
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Emphasis on Realism — Applications that encourage spontaneous and unedited content like BeReal are becoming more popular among younger consumers due to their desire for a more authentic and less-perfect presentation of themselves
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Safe Digital Interactions — Security screening and in-app cameras, like those used in UnFiltered, are becoming more common in dating apps as a way to provide transparency and safety for users
Industry Implications
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Social Media Platforms — Social media platforms are having to adapt to changing consumer desires for authenticity and spontaneity in their content sharing
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Digital Journaling — As consumers prioritize privacy and analogue-inspired experiences for personal reflection, there is potential for innovation in digital journaling platforms such as Hearty Journal
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Mobile Applications — Security and safety are increasingly important factors for new mobile applications, as seen in UnFiltered's 8-point security screening process
