Category
Business
Assisted Conversion
Trend cluster
Category
Celebritized
Employee
UGC and brand influencers are replaced by EGC; brand-advocating employees.
5.7
Trend score
Trend
What is the Celebritized Employee trend?
Celebritized Employee: In an attempt to move beyond influencer marketing while still retaining a sense of authenticity, brands are placing their everyday employees front-and-center. The celebritization of regular brand employees can be seen everywhere from marketing to media.
Insight
The consumer insight behind the Celebritized Employee trend
Originally, influencers were an appealing prospect to brands looking to market their products because influencers acted as an audience surrogate. Their status as "real people" made them relatable. However, the proliferation of influencer marketing has elevated most influencers to near-celebrity status, making them unrelatable to the average consumer. Furthermore, the pandemic-driven appreciation for front-line workers and ethical employment practices positions employees as a trusted and revered authority.
Trend themes
Themes within the Celebritized Employee trend
Three behaviours holding the trend together01
Employee Brand Advocacy
Brands are leveraging the authentic and relatable status of their everyday employees to move beyond influencer marketing.
02
DIY Advertising
Brands are recreating iconic advertisements entirely from home with simple tools to convey their values and ease of use.
03
Philanthropic Employee-Led Campaigns
Brands are enlisting their own employees to star in philanthropic initiatives and show their commitment to the cause.
Industry implications
What the Celebritized Employee trend means for industry
Where the trend changes the playbookFor
Employment
The employee brand advocacy trend creates new opportunities for employee engagement and collaboration in the workplace.
For
Marketing
The DIY advertising trend presents opportunities for creative expression, engagement with customers and agility in responding to cultural trends.
For
Corporate Social Responsibility
The philanthropic employee-led campaigns trend enables employees to play a more active and visible role in the company's charitable initiatives, and demonstrate their values alignment to customers.
Workshop question
How could you better leverage team members at all levels of the business?
Trend signals
Trend signals for Celebritized Employee
Trend score 5.7 out of 10, from popularity 71%, activity 69%, freshness 31%.
Popularity71%
Activity69%
Freshness31%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Celebritized Employee trend
8 featured examples from Aug 24, 2019 to Nov 25, 2024CategoryFashion
Fashion-Foward QSR Uniforms
Inspired by Adidas & IVY PARK, Popeyes Uniforms are Now Being Sold
Fast food chains are taking advantage of the trend by selling their uniforms as fashion items to capitalize on the novelty factor and attract customers.
CategoryMarketing
Quarantine Banking Ads
TD Bank's Dance from Home Was Shot on an iPhone 11 Pro
The advertising industry is being disrupted by the trend of nostalgic recreations and the use of home filming techniques, challenging traditional production methods.
CategoryMarketing
Employee Fragrance Campaigns
Lidl's Fragrance Campaign Features Local Talent with Celebrity Names
The perfume industry can explore the use of employee talent to promote and increase sales of their fragrances.
CategoryLifestyle
Employee-Curated Fast Food Meals
A&W's Anti-Celebrity Meals Spotlight Favorites from Staff
Fast food chains can leverage the trend of employee-curated meals to differentiate themselves from competitors and promote their workforce.
CategoryMarketing
Feel-Good Financial Campaigns
Ally Financial's Banksgiving Supports Customers in Need with Funds
Banks and other financial service providers can enhance customer loyalty by incorporating emotionally driven campaigns that provide direct support to individuals.
CategoryMarketing
Employee Ambassador Programs
H&M Insiders Leverages Employees as Style Advisors
Retailers can implement employee ambassador programs to strengthen their brand image and increase customer engagement.
CategoryLifestyle
Philanthropic Employee-Led Campaigns
Michael Kors' Watch Hunger Stop 2020 Stars Brand Employees
Fashion brands can disrupt industry norms by featuring their own employees in campaigns, creating a more authentic and relatable brand image.
CategoryMarketing
Artistic Customer Service Ads
The Goldfish for U Shops Shows How Far Employees Will Go
Innovative customer service ads can help retail businesses differentiate themselves from competitors and show dedication to customer satisfaction.
