# Commodified Subversion Big brands immediately co-opt the campaigns of subversive movements. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 5, 2018 | Category: [Art & Design](https://www.trendhunter.com/pro/category/modern-art-and-design-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/commodified-subversion ## Key Figures - Trend score: 5.4/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 1, 2016 to Nov 1, 2018 - Published: Nov 5, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Commodified Subversion trend ### 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. ### 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. ### 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. ## What the Commodified Subversion trend means for industry ### For 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 for Commodified Subversion Trend score 5.4 out of 10, from popularity 79%, activity 76%, freshness 8%. - Popularity: 79% - Activity: 76% - Freshness: 8% ## Examples of the Commodified Subversion trend 6 featured examples from Nov 1, 2016 to Nov 1, 2018. - [Meme-Inspired Fashion Ads](https://www.trendhunter.com/trends/memeinspired-fashion-ads): Gucci Partners with Viral Meme-Makers for a New Set of Creative Ads (Category: Fashion) Implication: The Gucci #TFWGucci campaign showcases how luxury fashion brands can embrace digital platforms and collaborate with meme creators to appeal to a younger demographic. - [Self-Shredding Postcards](https://www.trendhunter.com/trends/hello-from-banksy): The 'Hello from Banksy!' Postcard Hides a Message Under Destruction (Category: Art & Design) Implication: Opportunity for stationary companies to create interactive and personalized self-shredding art pieces. - [Graffiti Advent Calendars](https://www.trendhunter.com/trends/festive-countdown): Banks Beer Turned an Abandoned Building into a Festive Countdown (Category: Art & Design) Implication: Opportunity for alcoholic beverage brands to create unique holiday experiences that engage consumers and showcase their brand personality. - [Knockoff Pop-Up Shops](https://www.trendhunter.com/trends/fake-zara): These Artists are Protesting Art Theft with a Fake Zara Pop-Up (Category: Business) Implication: 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… - [Competitive Hacking Games](https://www.trendhunter.com/trends/hackermud): Hackermud Pits Players Against One Another in a Simulated Hack Off (Category: Tech) Implication: 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. - [Branded Knockoff Shops](https://www.trendhunter.com/trends/counterfeit-fashion): Diesel's Canal Street Store Makes a Statement on Counterfeit Fashion (Category: Business) Implication: Fashion brands can leverage the demand for branded knockoff items to launch limited-edition, affordable collections and engage with consumers. ## Recent trend clusters - [Oven Aesthetics](https://www.trendhunter.com/protrends/decorative-casserole-dishes) (Art & Design) - [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) ## Trending in Art & Design - [Park-Model Tiny Homes](https://www.trendhunter.com/trends/park-model-tiny-homes) - [Handmade Craft Tradeshow Initiatives](https://www.trendhunter.com/trends/ny-now-handmade-division) - [Recycled Neon Light Sculptures](https://www.trendhunter.com/trends/encore-encore) - [Electrically Powered Airline Seats](https://www.trendhunter.com/trends/premium-economy-seat) All articles: [Art & Design](https://www.trendhunter.com/artdesign)