# Corporate Contempt Brand mocking reaches new levels of ridicule and disdain. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Oct 10, 2011 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/brand-mocking ## Key Figures - Trend score: 5.4/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 20 to Aug 11, 2011 - Published: Oct 10, 2011 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Themes within the Corporate Contempt trend ### 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. ### 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. ### 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. ## What the Corporate Contempt trend means for industry ### For 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 for Corporate Contempt Trend score 5.4 out of 10, from popularity 82%, activity 73%, freshness 8%. - Popularity: 82% - Activity: 73% - Freshness: 8% ## Examples of the Corporate Contempt trend 6 featured examples from Jan 20 to Aug 11, 2011. - [Monstrous Pop Icon Illustrations](https://www.trendhunter.com/trends/dune): Artist Dune Illustrates His Viewpoints in Clever Graphics (Category: Pop Culture) Implication: Disruptive innovation opportunity: Develop smart tools or software that assist artists in creating unique and visually striking illustrations, pushing the boundaries of traditiona… - [Mocking Company Mascots](https://www.trendhunter.com/trends/fake-vintage-japanese-ad-characters): The Fake Vintage Japanese Ad Characters Poke Fun at Brands (Category: Pop Culture) Implication: Use playful characters to differentiate brands and create memorable advertising campaigns. - [Unbranding Parody Graphs](https://www.trendhunter.com/trends/starbucks-to-the-future): This 'Starbucks to the Future' Chart Pokes Fun at Logo Downsizing (Category: Marketing) Implication: The advertising industry can capitalize on the trend of unbranding by helping companies redefine their brand identity and appeal to a changing consumer landscape. - [Fast Food Sculpture Spoofs](https://www.trendhunter.com/trends/david-vs-mcdonalds): The David vs. McDonalds Statue is an Unappetizing Parody (Category: Unique) Implication: Disruptive innovation opportunity: Embrace unconventional techniques and styles to push the boundaries of traditional art and attract a new audience. - [Fast Food Mob Bosses](https://www.trendhunter.com/trends/andrew-shirey): Andrew Shirey Turns Famous Food Mascots into Big-Time Mobsters (Category: Pop Culture) Implication: Fast food restaurants can adopt these new depictions of mascots for creative marketing campaigns or merchandise collaborations. - [Obese Fast Food Clowns](https://www.trendhunter.com/trends/ron-english-mc-supersized): Ron English MC SUPERSIZED Figure Smiles Terrifyingly (Category: Life-Stages) Implication: Opportunity for businesses to tap into the growing collectibles market by offering limited edition toys and figures that cater to unique interests and aesthetics. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - 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