Category
Lifestyle
Assisted Choices
Trend cluster
Category
Corporate
Contempt
Brand mocking reaches new levels of ridicule and disdain.
5.4
Trend score
Trend
What is the Corporate Contempt trend?
Corporate Contempt: Marketing to consumers today takes considerably more cleverness than in years past. The reason is because buyers are more resistant to corporate messaging and will even go as far as to treat it with ridicule and derision. McDonald’s, especially, has come under fire from many artists who scorn the company’s mascot in their sometimes satirical, and other times lewd, artworks. Other brands may receive the same kind of mockery soon enough; the dilemma is whether to turn a blind eye or openly address it.
Trend themes
Themes within the Corporate Contempt trend
Three behaviours holding the trend together01
Unbranding
Unbranding has become a major shift in advertising strategy over the past few years, and satire like 'Starbucks to the Future' captures this consumer frustration playfully and still brings an important observation.
02
Pop-culture iconography
Playing on pop culture icons to make social commentary has become more prevalent, like Andrew Shirey's Fast Food Mafia, turning famous American fast food mascots into scary-looking mob bosses.
03
Lowbrow sculpture
Lowbrow sculpture spoofs like the David vs. McDonalds statue incite discussions on the degradation of art, culture, and food, making social commentary while also poking fun at the fast food industry.
Industry implications
What the Corporate Contempt trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Marketing and advertising professionals can monitor trends like unbranding, pop-culture iconography, and lowbrow sculpture to find innovative ways to create campaigns that engage with increasingly resistant consumers.
For
Fast Food
The fast food industry can observe trends like pop-culture iconography and lowbrow sculpture to find ways to refresh their branding and re-engage with customers who are becoming resistant to corporate messaging.
For
Art and Design
Artists and designers can explore trends like pop-culture iconography and lowbrow sculpture to create thought-provoking works that comment on social issues and the state of our culture.
Trend signals
Trend signals for Corporate Contempt
Trend score 5.4 out of 10, from popularity 82%, activity 73%, freshness 8%.
Popularity82%
Activity73%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Corporate Contempt trend
6 featured examples from Jan 20 to Aug 11, 2011CategoryPop Culture
Monstrous Pop Icon Illustrations
Artist Dune Illustrates His Viewpoints in Clever Graphics
Disruptive innovation opportunity: Develop smart tools or software that assist artists in creating unique and visually striking illustrations, pushing the boundaries of traditiona…
CategoryPop Culture
Mocking Company Mascots
The Fake Vintage Japanese Ad Characters Poke Fun at Brands
Use playful characters to differentiate brands and create memorable advertising campaigns.
CategoryMarketing
Unbranding Parody Graphs
This 'Starbucks to the Future' Chart Pokes Fun at Logo Downsizing
The advertising industry can capitalize on the trend of unbranding by helping companies redefine their brand identity and appeal to a changing consumer landscape.
CategoryUnique
Fast Food Sculpture Spoofs
The David vs. McDonalds Statue is an Unappetizing Parody
Disruptive innovation opportunity: Embrace unconventional techniques and styles to push the boundaries of traditional art and attract a new audience.
CategoryPop Culture
Fast Food Mob Bosses
Andrew Shirey Turns Famous Food Mascots into Big-Time Mobsters
Fast food restaurants can adopt these new depictions of mascots for creative marketing campaigns or merchandise collaborations.
CategoryLife-Stages
Obese Fast Food Clowns
Ron English MC SUPERSIZED Figure Smiles Terrifyingly
Opportunity for businesses to tap into the growing collectibles market by offering limited edition toys and figures that cater to unique interests and aesthetics.
