The topic of transparency comes to a head as brands utilize harsh approaches
Implications - Marketing has traditionally consisted of illustrating a scene and offering a solution, but as consumers grow weary of being sold, brands are turning to blunt means of selling. Instead of skirting around uses, marketing is directly telling consumers what to do, which speaks to the degrading nature of traditional advertising in an Internet-heavy market.
Trend Themes
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Blunt Marketing — Marketing that directly tells consumers what to do is becoming a trend as consumers grow weary of being sold indirectly.
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Honest and Clear Packaging — Brands are using clear and honest packaging to deliver consumer goods that are trustworthy.
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Consumption-encouraging Branding — Direct branding and packaging that makes products stand out from the competition is on the rise.
Industry Implications
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Consumer Goods — Consumer goods industry professionals can benefit from exploring honest packaging and direct advertising as a way to build consumer trust.
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Luxury Goods — Luxury goods industry professionals can explore blunt marketing strategies as a way to differentiate their products and appeal to a specific demographic.
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Food and Beverage Industry — Food and beverage professionals can utilize blunt branding to encourage consumption of healthy products.
