Category
Art & Design
Oven Aesthetics
Trend cluster
Category
Commodified
Subversion
Big brands immediately co-opt the campaigns of subversive movements.
5.4
Trend score
Trend
What is the Commodified Subversion trend?
Commodified Subversion: Where once brands adopted subversive campaigns and movements once they became relatively benign in the eyes of the average consumer, they are now more rapidly and boldly co-opting these disruptive movements for their own gain.
Insight
The consumer insight behind the Commodified Subversion trend
As consumers have become better educated about some of the negative impacts of big corporations, many have been left feeling skeptical and cynical about the companies they typically purchase from. This has led to a desire on part of consumers to be more selective about the brands they spend with, and their allegiance can be won in part by speaking to that cynicism.
Trend themes
Themes within the Commodified Subversion trend
Three behaviours holding the trend together01
Co-opting Subversive Movements
Brands are more rapidly and boldly co-opting subversive campaigns and movements for their own gain, leading to a desire on part of consumers to be more selective about the brands they spend with, and their allegiance can be won in part by speaking to that cynicism.
02
Collaboration with Young Artists
Brands partnering with young artists and content creators directly to create collaboratively, instead of merely riffing on the culture from afar.
03
Gamification of Skills
Self-contained competitive hacking games allow a user to leverage their skills to participate while requiring communication, bot programming, and social engineering abilities.
Industry implications
What the Commodified Subversion trend means for industry
Where the trend changes the playbookFor
Fashion and Apparel
The fashion industry deals with issues of intellectual property rights is a murky subject that needs attention and sensible solutions.
For
Art and Media
Merging worlds of art and meme culture online is causing concerns, and careful handling of inspiration from such sources without the creators receiving remuneration.
For
Marketing and Advertising
Innovative marketing techniques are emerging that are far from traditional, and an engagement that helps overthrow norms is taking hold.
Workshop question
Conceptualize a subversive campaign that sells your brand's product/service.
Trend signals
Trend signals for Commodified Subversion
Trend score 5.4 out of 10, from popularity 79%, activity 76%, freshness 8%.
Popularity79%
Activity76%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Commodified Subversion trend
6 featured examples from Nov 1, 2016 to Nov 1, 2018CategoryFashion
Meme-Inspired Fashion Ads
Gucci Partners with Viral Meme-Makers for a New Set of Creative Ads
The Gucci #TFWGucci campaign showcases how luxury fashion brands can embrace digital platforms and collaborate with meme creators to appeal to a younger demographic.
CategoryArt & Design
Self-Shredding Postcards
The 'Hello from Banksy!' Postcard Hides a Message Under Destruction
Opportunity for stationary companies to create interactive and personalized self-shredding art pieces.
CategoryArt & Design
Graffiti Advent Calendars
Banks Beer Turned an Abandoned Building into a Festive Countdown
Opportunity for alcoholic beverage brands to create unique holiday experiences that engage consumers and showcase their brand personality.
CategoryBusiness
Knockoff Pop-Up Shops
These Artists are Protesting Art Theft with a Fake Zara Pop-Up
The fashion industry may benefit from embracing more ethical practices and strengthening intellectual-property rights, as highlighted by the fake Zara pop-up and the resultant pub…
CategoryTech
Competitive Hacking Games
Hackermud Pits Players Against One Another in a Simulated Hack Off
The gaming industry can capitalize on the popularity of cybersecurity and hacking themes to create engaging and immersive gaming experiences that appeal to a tech-savvy audience.
CategoryBusiness
Branded Knockoff Shops
Diesel's Canal Street Store Makes a Statement on Counterfeit Fashion
Fashion brands can leverage the demand for branded knockoff items to launch limited-edition, affordable collections and engage with consumers.
