Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Abstract
Appealing to the personal brand-free Gen Z calls for odd content.
3.4
Trend score
Trend
What is the Branded Abstract trend?
Branded Abstract: Unlike their Millennial predecessors, members of Generation Z are not consciously accumulating brands, services and products to inform a personal brand. Instead, they prefer a more lighthearted, less self-conscious form of brand communication. This calls for abstract advertising that does not take itself too seriously, illustrating a key difference between these youth groups.
Trend themes
Themes within the Branded Abstract trend
Three behaviours holding the trend together01
Less Serious Advertising
Generational shift towards youth group preferring more lighthearted, less self-conscious forms of brand communication.
02
Pop Culture References
Companies utilizing pop culture references are becoming more and more popular to stay connected with younger demographics.
03
Humorous Local Ads
Comical local ads that are absurd and humorous are becoming increasingly popular to grab attention during ad commercials.
Industry implications
What the Branded Abstract trend means for industry
Where the trend changes the playbookFor
Marketing
The shift towards less serious advertising and pop culture references requires marketing professionals to come up with new and creative strategies to stay in connection with their younger audiences.
For
Entertainment
Utilization of viral, playful advertisements are becoming increasingly popular by companies during popular entertainment television slots to drive engagement and online attention.
For
Retail
Local humorous ads are becoming more popular to drive store traffic targeting local communities.
Workshop question
Where does your brand take itself "too seriously" in the eyes of younger consumers and how can you loosen the reigns for a more relaxed brand image?
Trend signals
Trend signals for Branded Abstract
Trend score 3.4 out of 10, from popularity 63%, activity 32%, freshness 8%.
Popularity63%
Activity32%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Branded Abstract trend
4 featured examples from May 3 to Jul 20, 2016CategoryLifestyle
Bearded Gummy Candies
The New Sour Brite Weird Beards Candies Resemble NBA Player James Harden
The food and beverage industry can embrace the trend of customized gummy candies to create engaging and novelty products that cater to consumer preferences for fun and unique edib…
CategoryPop Culture
Comical Local Ads
Kentucky for Kentucky Released a Comical Commercial About the Kentucky Fun Mall
Innovative advertising agencies could offer local businesses comical and attention-grabbing advertisements.
CategoryPop Culture
Viral Cat Commercials
This German Commercial Follows Grocery Shopping Cats with a Meowing Song
Supermarkets can leverage viral marketing campaigns to attract customers and create a unique brand identity.
CategoryLifestyle
Offbeat Candy Commercials
This Quirky Trolli Candy Ad Introduces a Man's Sour Tooth
Opportunity for confectionery brands to create unconventional commercials that appeal to younger consumers.
