# Consumer Cult Mystical messaging has become part of brands' identities. By [Joey Haar](https://www.trendhunter.com/joeyisa), Research Writer | Published Nov 22, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/consumer-cult ## Key Figures - Trend score: 2.7/10 - Evidence articles: 4 ## What is the Consumer Cult trend? **Consumer Cult:** In light of consumers' dissatisfaction with events in modern day reality, occult and mystical concepts have begun to grow in popularity. Brands have responded by not only leveraging those ideas, but assuming that they are real and building products, services, and experiences around that reality. By taking even their consumers' most outlandish beliefs seriously, brands earn respect and build on consumers' interests in a more authentic way. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 18 to Nov 21, 2017 - Published: Nov 22, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Consumer Cult trend ### Mystical Branding Brands are leveraging mythical and magical branding that speaks to a consumer's desire to indulge in preventative wellness that boasts aesthetic and healing benefits for the mind and body. ### Interactive Retargeted Ads Retargeted ads are becoming more interactive and immersive, with brands like Svedka Vodka creating campaigns that follow users around and feature supernatural themes. ### Spiritual Lifestyle Products Retail shops like Salem's HAUSWITCH are specializing in spiritual lifestyle products for the modern witch, including spell kits and potions that promote seamless cohabitation. ## What the Consumer Cult trend means for industry ### For Wellness and Personal Care The wellness and personal care industry has a disruptive innovation opportunity in leveraging mystical and magical branding to promote preventative wellness with aesthetic and healing benefits for the mind and body. ### For Advertising and Marketing The advertising and marketing industry can disrupt traditional retargeted ads by making them more interactive and immersive, with supernatural themes that add an element of fun and intrigue for consumers. ### For Retail and E-commerce The retail and e-commerce industry can disrupt the traditional gift industry by offering spiritual lifestyle products like spell kits and potions that promote seamless cohabitation for modern witches. ## Workshop question How could your brand prove to consumers that it takes them seriously? ## Trend signals for Consumer Cult Trend score 2.7 out of 10, from popularity 43%, activity 31%, freshness 8%. - Popularity: 43% - Activity: 31% - Freshness: 8% ## Examples of the Consumer Cult trend 4 featured examples from Oct 18 to Nov 21, 2017. - [Crystal-Inspired Candles](https://www.trendhunter.com/trends/single-wick-candles): Bath and Body Works' Single Wick Candles Embrace Mystical Themes (Category: Art & Design) Implication: The beauty and personal care industry can utilize mythical branding and natural ingredients to create innovative products that align with wellness and sustainability trends. - [Cohabitation Spell Kits](https://www.trendhunter.com/trends/living-together): Salem's HAUSWITCH Offers a Spell Kit Geared Toward Those Living Together (Category: Art & Design) Implication: Retailers can capitalize on this trend and expand their product offerings to provide more unique and niche products. - [Haunting Vodka Ads](https://www.trendhunter.com/trends/retargeted-ads): Svedka Vodka Created Creepy Retargeted Ads for Halloween That "Curse" Viewers (Category: Marketing) Implication: The alcohol industry can utilize disruptive advertising techniques, such as cursed ads, to captivate and engage consumers in unique ways. - [Multi-Sensory Supernatural Exhibits](https://www.trendhunter.com/trends/museum-of-egyptian-archaeology): The Museum of Egyptian Archaeology Curses Visitors (Category: Marketing) Implication: By incorporating multi-sensory elements and supernatural themes, museums and experiential spaces can attract a wider audience and provide memorable experiences. ## 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)