# Candid Sincerity Campaigns are left unscripted and organic for approachability. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 29, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/candid-sincerity ## Key Figures - Trend score: 5.0/10 - Evidence articles: 5 ## What is the Candid Sincerity trend? **Candid Sincerity:** Approachability is often lost in the development of more advanced, modern aesthetics. Seeking to heighten consumer connections, brands are turning to candid photographs and street-style settings to make campaigns easy to relate to. This speaks to a shift in marketing tactics toward more realistic images, as opposed to glamorous, over-processed ones. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 15, 2013 to May 16, 2014 - Published: May 29, 2014 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Candid Sincerity trend ### Candid photography Brands shift marketing towards more realistic images using candid photographs and street-style settings to make campaigns easy to relate to. ### Casual sophistication The casual sophistication trend encourages people to embrace a chic yet relaxed wardrobe for transitional weather between summer and fall, perfect for inspiring a little wanderlust. ### Youth rebellion Today's younger generations inspire a feeling of loneliness and a need for rebellion that is captured by youth-oriented editorials featuring street-side alleyways, backyard balconies and abandoned rooftops. ## What the Candid Sincerity trend means for industry ### For Fashion Fashion industry trends include candid photography, casual sophistication, and youth rebellion, highlighting opportunities for innovative campaigns and looks that appeal to a broader range of demographics. ### For Marketing Marketing shift towards realism and inclusivity encourages brands to adopt candid photography, highlighting opportunities for innovative campaigns that can appeal to a broader range of demographics. ### For Social Youth rebellion is a trend that highlights real societal concerns and challenges. Incorporating this trend in campaigns and other social initiatives can provide opportunities to address the needs of younger generations. ## Trend signals for Candid Sincerity Trend score 5.0 out of 10, from popularity 68%, activity 73%, freshness 8%. - Popularity: 68% - Activity: 73% - Freshness: 8% ## Examples of the Candid Sincerity trend 5 featured examples from Jan 15, 2013 to May 16, 2014. - [Cute Hipster Couple Catalogs](https://www.trendhunter.com/trends/urban-outfitters-winter-2013): The Urban Outfitters Winter 2013 Catalog Captures Candid Adventures (Category: Fashion) Implication: Opportunity for disruptive innovation in creating new fashion retail experiences that emphasize cozy winter wear and unique photography styles. - [Casually Sophisticated Lookbooks](https://www.trendhunter.com/trends/mango-prefall-2014): The Mango Pre-Fall 2014 Collection Has Perfect Chic Street Wear (Category: Fashion) Implication: The fashion industry has an opportunity to cater to the growing trend of casually sophisticated and transitional clothing. - [Loitering Youth Editorials](https://www.trendhunter.com/trends/teenage-kicks): The Teenage Kicks Male Model Scene Exclusive is Rebellious (Category: Fashion) Implication: Fashion brands can leverage this trend to create new clothing lines that resonate with young audiences. - [City Surfer Editorials](https://www.trendhunter.com/trends/brad-kroenig): The Brad Kroenig GQ France Fashion Story Highlights Beachy Styling (Category: Fashion) Implication: The 'Surf Sur La Ville' editorial provides inspiration for the fashion industry to create beach-inspired urban clothing lines that cater to the modern urban male. - [Street-Climbing Candid Lookbooks](https://www.trendhunter.com/trends/reebok-classics-springsummer): The Reebok Classics Spring/Summer Ad is Simple yet Effective (Category: Fashion) Implication: Fashion brands seeking to create a relatable, authentic image for their young target audience through candid and natural videos showcasing their collections. ## 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)