Brands demonstrate authenticity via unscripted marketing campaigns
Implications - In the age of authenticity, many brands are setting aside traditional forms of advertising, with carefully controlled presentations, in favor of completely candid reactionary videos. Contrary to many misconceptions about younger consumers being immune to marketing, Millennial and Gen Z consumers are looking to align themselves with brands who appear genuine, which then serve to enhance their own personal branding. Adopting a more conversational tone with the use of real people and authentic interactions, brands are beginning to speak to younger consumers on their level.
Workshop Question - How does your target consumer prefer to receive information and content?
Trend Themes
1. Authentic Marketing - Brands are opting for completely candid videos to appear genuine before younger consumers.
2. Live-created Campaigns - Companies are inviting customers to become part of marketing campaigns by offering on-site experiences, creating a multisensorial experience and even making instant movies from live footage.
3. Unscripted Storytelling - Adopting a more conversational tone with the use of real people and authentic interactions, brands are beginning to speak to consumers on their level.
Industry Implications
1. Advertising - Brands may consider shifting from traditional forms of advertising towards authentic modes of marketing.
2. Retail - Retailers can innovate and provide in-store experiences to engage today's younger consumers, who are looking to align themselves with genuine brands.
3. Entertainment - Unscripted entertainment content might be the future of the industry as more and more companies rely on real-life humor and situations to drive engagement and viewership.
6 Featured, 53 Examples:
222,786 Total Clicks
Date Range:
Feb 17 — Nov 17
Trending:
Mild
Consumer Insight Topics:
