# Brand Deprecation Companies show transparency in their failures to humanize their brand. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Dec 2, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/brand-deprecation ## Key Figures - Trend score: 4.6/10 - Evidence articles: 8 ## What is the Brand Deprecation trend? **Brand Deprecation:** In the social media age, consumers have become more skeptical of big brands than ever. What they respond best to is transparency, an extreme form of which is self-deprecation and acknowledgement of failures. This speaks to the value of failure and the humanization that directly battles mistrust of brands. ## At a Glance - Evidence: 8 featured examples - Articles from: Dec 4, 2014 to Jun 12, 2017 - Published: Dec 2, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Brand Deprecation trend ### Brand Transparency As consumers become increasingly skeptical of big brands, companies are responding through transparency and acknowledgement of mistakes and failures. ### Self-Deprecation Brands are using self-mocking humor in their advertising as a way to humanize themselves and build credibility. ### Transparency in Pricing Direct-to-consumer business models allow for increased transparency in pricing and offer customers honest and fair prices. ## What the Brand Deprecation trend means for industry ### For Marketing and Advertising The trend of brand transparency and self-mocking humor is disrupting traditional advertising techniques and requiring new creative approaches. ### For Retail and E-commerce Direct-to-consumer business models are disrupting traditional retail models and allowing for increased transparency and honesty in pricing. ### For Fashion and Apparel Lingerie and jewelry brands are using transparency in pricing and messaging to build trust and credibility with their customers. ## Workshop question Where can you leverage self-deprecation and authenticity to connect with today's consumers who are less brand loyal than ever? ## Trend signals for Brand Deprecation Trend score 4.6 out of 10, from popularity 73%, activity 57%, freshness 8%. - Popularity: 73% - Activity: 57% - Freshness: 8% ## Examples of the Brand Deprecation trend 8 featured examples from Dec 4, 2014 to Jun 12, 2017. - [Liberating Lingerie Brands](https://www.trendhunter.com/trends/pillowbook): Pillowbook Aims to Empower Women While Embracing Openness (Category: Fashion) Implication: Disruptive innovation opportunity in the lingerie industry by embracing new design aesthetics and empowering messaging. - [Honestly Priced Jewelry](https://www.trendhunter.com/trends/starling-jewelry): Starling Jewelry Uses a Direct-to-Consumer Model for Transparent Pricing (Category: Fashion) Implication: The jewelry industry can benefit from adopting a direct-to-consumer model and offering transparent pricing, disrupting traditional business practices and gaining consumer trust. - [Apologetic Burrito Giveaways](https://www.trendhunter.com/trends/free-burritos): This Chain is Giving Out Free Burritos in Lieu of Restaurant Closures (Category: Marketing) Implication: Finding innovative ways to address food safety concerns and rebuild customer loyalty in the fast casual dining industry. - [Self-Deprecating Furniture Ads](https://www.trendhunter.com/trends/ikea-assembly-fail): The IKEA Assembly Fail Billboards Riff on Its Own Reputation (Category: Marketing) Implication: Furniture companies can use self-deprecating ads to showcase their brand identity and showcase a humor side while providing assembly service options and solutions for customers. - [Hilariously Apologetic Commercials](https://www.trendhunter.com/trends/arbys): The Arby's We Have Pepsi Campaign Admits the Company Messed Up (Category: Lifestyle) Implication: Fast food chains can take note of Arby's campaign and use similar tactics to build brand loyalty and engage with customers on social media platforms. - [Deprecating Burger Videos](https://www.trendhunter.com/trends/last-daily-show): Arby's Pays Tribute to Jon Stewart's Last Daily Show with a Fun Video (Category: Pop Culture) Implication: Fast food chains can take advantage of tribute videos and humor to engage with customers and strengthen brand loyalty. - [Punny Furniture Ads](https://www.trendhunter.com/trends/ikea-puns): IKEA Malaysia Promotes Its Upcoming Sale with Various IKEA Puns (Category: Pop Culture) Implication: Disruptive innovation opportunities in creating unique and memorable advertisements. - [Honest Acne Commericials](https://www.trendhunter.com/trends/clearasil): Clearasil Creates an Ad that Admits "We Know Acne, We Don't Know Teens" (Category: Life-Stages) Implication: Skincare brands can disrupt the market by creating honest advertisements and emphasizing product efficacy. ## 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)