# Branded Motivation Brands become sources of motivation for consumer happiness. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Sep 4, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-motivation ## Key Figures - Trend score: 3.9/10 - Evidence articles: 4 ## What is the Branded Motivation trend? **Branded Motivation:** Brands are increasingly making efforts to try and improve the health and happiness of their consumers. More than just offering wellness “zones”, brands are turning to activations, activities and promotions that are powered by acts of kindness, empathy and even lighthearted moments. ## The consumer insight behind the Branded Motivation trend In North America, political and social conflicts, along with issues like professional stressors, financial difficulties, and social isolation have impacted the average consumer's mental health in a negative way. Consumers are increasingly turning to external sources in order to find relief and comfort–and brands working to facilitate that process is a small step in the right direction. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 12 to Sep 3, 2019 - Published: Sep 4, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Branded Motivation trend ### Brands promoting mental health and happiness More brands are making efforts to improve the health and happiness of their consumers through activations, activities, and promotions that are powered by acts of kindness, empathy and positivity. ### Customized Daily Happiness Content Brands are curating happiness-oriented content to offer an encouraging and uplifting message to customers, promoting positivity and mental peace. ### Kindness-promoting Collabs Collaborations between brands and non-profits encouraging the fostering of habits of kindness and wellbeing in the community. ## What the Branded Motivation trend means for industry ### For Food and Beverage Industry Food and beverage industry professionals can find disruptive innovation opportunities by incorporating kindness-promotion, mental health-boosting and positivity-oriented campaigns or products. ### For Fashion and Apparel Industry Fashion industry professionals can use marketing campaigns and advertisement of customized content to offer uplifting messaging inspired by themes of kindness promotion and mental health support. ### For Home Decor and Furniture Industry Home decor and furniture industry professionals can provide their customers with happiness-oriented offerings to foster habits of mental peace, positivity, and wellbeing. ## Workshop question How might you better support and motivate your consumers when it comes to their general happiness? What proactive steps can you make? ## Trend signals for Branded Motivation Trend score 3.9 out of 10, from popularity 61%, activity 48%, freshness 9%. - Popularity: 61% - Activity: 48% - Freshness: 9% ## Examples of the Branded Motivation trend 4 featured examples from Jun 12 to Sep 3, 2019. - [Motivating Shoe Collaborations](https://www.trendhunter.com/trends/entrepreneur-gary-vaynerchuk): K-Swiss and Gary Vaynerchuk Release the 'Gary Vee 004' Sneakers (Category: Fashion) Implication: Fashion companies can utilize limited-edition collaborations to create buzz around their brand, as well as incorporate inspirational messaging into their products to differentiate… - [Furniture Brand Happiness Experiments](https://www.trendhunter.com/trends/happiness-hunter): IKEA Wants to Send a 'Happiness Hunter' to Denmark (Category: World) Implication: Innovate and create products that foster happiness and well-being in the home environment. - [Kindess-Promoting QSR Promotions](https://www.trendhunter.com/trends/days-to-be-kind): Chopt Creative Salad Co Launched the 21 Days to Be Kind Challenge (Category: Social Good) Implication: Chance for fast casual restaurants to incorporate kindness-promoting initiatives into their marketing strategies and enhance customer engagement. - [Joy-Sharing Newsstands](https://www.trendhunter.com/trends/happy-feed): Mike's Hard Lemonade's 'Happy Feed' Shares Good News (Category: Lifestyle) Implication: Beverage companies can leverage customized pop-up newsstands and branded newspapers to create unique experiences for consumers and reinforce brand messaging. ## 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)