# Branded Abstract Appealing to the personal brand-free Gen Z calls for odd content. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jul 27, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-abstract ## Key Figures - Trend score: 3.4/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 3 to Jul 20, 2016 - Published: Jul 27, 2016 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Branded Abstract trend ### Less Serious Advertising Generational shift towards youth group preferring more lighthearted, less self-conscious forms of brand communication. ### Pop Culture References Companies utilizing pop culture references are becoming more and more popular to stay connected with younger demographics. ### Humorous Local Ads Comical local ads that are absurd and humorous are becoming increasingly popular to grab attention during ad commercials. ## What the Branded Abstract trend means for industry ### For 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 for Branded Abstract Trend score 3.4 out of 10, from popularity 63%, activity 32%, freshness 8%. - Popularity: 63% - Activity: 32% - Freshness: 8% ## Examples of the Branded Abstract trend 4 featured examples from May 3 to Jul 20, 2016. - [Bearded Gummy Candies](https://www.trendhunter.com/trends/sour-brite): The New Sour Brite Weird Beards Candies Resemble NBA Player James Harden (Category: Lifestyle) Implication: 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… - [Comical Local Ads](https://www.trendhunter.com/trends/kentucky-fun-mall): Kentucky for Kentucky Released a Comical Commercial About the Kentucky Fun Mall (Category: Pop Culture) Implication: Innovative advertising agencies could offer local businesses comical and attention-grabbing advertisements. - [Viral Cat Commercials](https://www.trendhunter.com/trends/german-commercial): This German Commercial Follows Grocery Shopping Cats with a Meowing Song (Category: Pop Culture) Implication: Supermarkets can leverage viral marketing campaigns to attract customers and create a unique brand identity. - [Offbeat Candy Commercials](https://www.trendhunter.com/trends/candy-commercial): This Quirky Trolli Candy Ad Introduces a Man's Sour Tooth (Category: Lifestyle) Implication: Opportunity for confectionery brands to create unconventional commercials that appeal to younger consumers. ## 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)