Category
Marketing
Borrowed Relevance
Trend cluster
Category
Comfort
Commercial
Ad campaigns take on more positive and soothing themes.
4.6
Trend score
What's Happening
What is the Comfort Commercial trend?
Comfort Commercial: As the world gradually lifts pandemic-related restrictions, brands are increasingly prioritizing "wellness" to help ease people's lingering anxieties. This includes ad campaigns that focus on comforting and relaxing themes that offer a more positive outlook on the future than what has been seen in the last year.
Insight
The consumer insight behind the Comfort Commercial trend
Consumer stress has been at an all time high in recent months, with everything from social restrictions to financial upheavals having an impact on most people in North America. As people slowly grow accustomed to life going back to "normal," they seek out brands that help that process along--whether it's emotionally, financially, or recreationally.
Evidence
Examples of the Comfort Commercial trend
CategoryLife-Stages
Grandparent Ambassador Relaxing Campaigns
Coors Light Asks Canadian Grandparents "How To Chill"
Coors Light’s Masters of Chill series presents disruptive innovation opportunities by incorporating an engaging social media campaign into its brand promotions
CategoryMarketing
Post-Pandemic Gum Campaigns
EXTRA Gum's 'For When It's Time' Depicts a Fresh Start
Opportunities to create campaigns that convey comfort and nostalgia while promoting indulgence and pleasure, using gum and other sweets.
CategoryWorld
Comforting Travel Campaigns
Expedia Debuts New Campaign for Post-Vaccination Travel Demand
The travel and tourism industry has an opportunity to accommodate changes in consumer behavior and expectations, as a result of the COVID-19 pandemic, and create new products and…
CategoryMarketing
Encouraging Back-to-School Ads
Macy's Takes a Positive and Encouraging Tone in Its Commercial
The education industry can adopt empowering back-to-school ads that seek to encourage and guide students and parents.
Workshop question
How is your brand prioritizing post-pandemic transitions?
Trend themes
Themes within the Comfort Commercial trend
Three behaviours holding the trend together01
Wellness-focused ad campaigns
Brands are prioritizing wellness-focused ad campaigns to ease people's anxieties as the world gradually lifts pandemic-related restrictions.
02
Positive, encouraging messaging
Ads seek to empower and encourage people, particularly around back-to-school season and post-pandemic life.
03
Comforting nostalgia
Marketing campaigns aim to depict comforting nostalgia of pre-pandemic life to inspire hope for a future that includes socializing and moments that cause smiles.
Industry implications
What the Comfort Commercial trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Brands can utilize wellness-focused ad campaigns, positive messaging, and comforting nostalgia to reach and connect with consumers.
For
Travel and Tourism
As more individuals become vaccinated against COVID-19, travel and tourism businesses can tap into the growing demand for post-vaccination travel by positioning themselves as ultimate travel companions.
For
Consumer Goods
Consumer goods brands can provide products and services that offer emotional, financial, or recreational support, as people slowly grow accustomed to life going back to 'normal'.
Trend signals
Trend signals for Comfort Commercial
Trend score 4.6 out of 10, from popularity 78%, activity 51%, freshness 10%.
Popularity78%
Activity51%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
