# Comical Culturalism Brands use humor to connect with diverse ethnic groups and establish trust. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Jan 23, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/comical-culturalism ## Key Figures - Trend score: 3.4/10 - Evidence articles: 6 ## What is the Comical Culturalism trend? **Comical Culturalism:** As the purchasing power of ethnic groups like Hispanics rises, brands are responding in kind with targeted marketing that takes a more lighthearted, humorous approach to establish trust. This tone of humor and authenticity is used as a means to communicate a sense of kinship and friendly interaction. ## At a Glance - Evidence: 6 featured examples - Articles from: Jul 23, 2014 to Jan 22, 2016 - Published: Jan 23, 2015 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Comical Culturalism trend ### Humorous Cultural Connection Brands establish trust with diverse ethnic groups by using humorous, authentic and lighthearted approach in targeted marketing. ### Culturally Focused First Job Ads Brands create a more wholesome connection with diverse ethnic groups by relating to their sense of pride with their community's milestone. ### Entertaining and Relatable Ethnic Accounts Social media stars appeal to diverse ethnic groups by sharing humorous stories that resonate with their cultural background using social media. ## What the Comical Culturalism trend means for industry ### For Marketing and Advertising Industry The industry can create humorous and authentic targeted marketing approaches that resonate with diverse ethnic groups to drive brand loyalty. ### For Fast Food Industry The industry can create more community-oriented topics in their advertisements to connect the brand to diverse ethnic millennials, fostering a deeper brand-customer relationship. ### For Social Media Industry The industry can leverage the popularity and influence of social media personalities to connect with diverse ethnic groups by sharing humorous stories that resonate with their cultural background. ## Trend signals for Comical Culturalism Trend score 3.4 out of 10, from popularity 64%, activity 29%, freshness 8%. - Popularity: 64% - Activity: 29% - Freshness: 8% ## Examples of the Comical Culturalism trend 6 featured examples from Jul 23, 2014 to Jan 22, 2016. - [Eye-Opening Spanglish Commercials](https://www.trendhunter.com/trends/mobile-movement): The AT&T Mobile Movement Campaign Targets Young Latinos (Category: Tech) Implication: Disruptive innovation opportunities in creating targeted advertising campaigns for specific ethnic groups. - [Passionate Clothing Commercials](https://www.trendhunter.com/trends/clothing-commercial): This JCPenney Ad Highlights Women as Enthusiastic World Cup Fans (Category: Marketing) Implication: Creating clothing lines that coincide with big sporting events. - [Choreographed Car Ads](https://www.trendhunter.com/trends/toyota-car-ad): This Toyota Car Ad Encourages You to Bust Out the Moves & Do the Wakudoki (Category: Autos) Implication: Disruptive innovation opportunity for car manufacturers to create unique and memorable advertisements that break industry norms. - [Humorous Hispanic Accounts](https://www.trendhunter.com/trends/lejuan-james): Social Media Star Lejuan James Shares Snippets of Life as a Latino (Category: Social Media) Implication: The entertainment industry can explore partnerships and collaborations with Latino social media stars like LeJuan James to develop comedy shows, web series, or branded content tha… - [Stereotype-Busting Auto Ads](https://www.trendhunter.com/trends/honda-car-ad): This Honda Car Ad Makes Fun of Typical Ads for Hispanic Millennials (Category: Autos) Implication: This industry has the opportunity to disrupt traditional advertising methods by using humor to challenge stereotypes and connect with diverse audiences. - [Cultural First Job Ads](https://www.trendhunter.com/trends/fast-food-commercial): The McDonald's 'First Customer' Fast Food Commercial is Hispanic-Focused (Category: Marketing) Implication: Fast food companies can create more culturally diverse advertising campaigns to better connect with their customer base, such as showcasing community values and cultural pride. ## 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)