Category
Tech
Delegated Interfaces
Trend cluster
Category
Creative
Pivot
People and brands in creative industries use their skills to raise money.
2.5
Trend score
Trend
What is the Creative Pivot trend?
Creative Pivot: The creative industry is finding new ways to support people as the COVID-19 crisis continues. Brands and popular artists in this space are using their skills to raise funds for causes related to COVID-relief, and with physical distancing policies still in place, are finding creative virtual formats to do so.
Insight
The consumer insight behind the Creative Pivot trend
With people around the world facing unprecedented changes to their lives, most are doing what they can to contribute. Whether it's respecting physical distancing guidelines or offering their skills and resources to causes, consumers are looking for ways to find meaning and hope as they navigate some of the frightening or stressful changes they've had to face or adapt to in recent months. These individuals are drawn to brands that support them, or those that serve as a bridge for them to support others.
Trend themes
Themes within the Creative Pivot trend
Three behaviours holding the trend together01
Creative COVID-Relief Fundraising
Individuals in creative industries are finding innovative ways to support COVID-19 relief efforts through virtual experiences and charity events.
02
Charitable Auctions
Industries are utilizing their resources and auctions to support COVID-19 relief efforts by partnering with organizations.
03
Live-Streamed Charity Concerts
Global Citizen and Lady Gaga set the trend for creating virtual charity concerts that have collectively raised millions for COVID-19 relief efforts.
Industry implications
What the Creative Pivot trend means for industry
Where the trend changes the playbookFor
Fashion and Luxury Goods
The luxury industry can utilize virtual showrooms as an opportunity to launch into new digital experiences; companies can use this approach to create innovative experiences that add value outside of the traditional brick-and-mortar store.
For
Television and Film
Production companies and networks can implement auctions as a chance to connect with a highly loyal fanbase, build brand loyalty, and raise funds for charitable foundations or specific causes.
For
Music and Entertainment
Virtual and live-streamed charity concerts allow musicians and other entertainers to stay relevant and connected with their fanbase while contributing to a greater cause.
Workshop question
How could your brand use its resources to better support its customers or employees?
Trend signals
Trend signals for Creative Pivot
Trend score 2.5 out of 10, from popularity 34%, activity 32%, freshness 9%.
Popularity34%
Activity32%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Creative Pivot trend
4 featured examples from Apr 22 to Apr 24, 2020CategoryFashion
Virtual Jewelry Showrooms
The House of Luxury Presents Brands with an Interactive Experience
Opportunity for luxury jewelry brands to enhance their customer experience through virtual showrooms.
CategoryPop Culture
Charitable Prop Auctions
A24 Auctions is Selling Props from Uncut Gems, Euphoria and More
The entertainment industry can leverage their popularity by auctioning off movie props and costumes to support charitable causes.
CategorySocial Good
Charitable Live-Streamed Concerts
The Eight-Hour One World: Together at Home raised $127m
The One World: Together at Home concert exemplifies how nonprofits can leverage virtual events to raise significant funds for their causes, inspiring innovation in the nonprofit f…
CategoryLifestyle
Charitable Remote Concert Broadcasts
Jersey 4 Jersey Raises Money to Aid the Impacts of COVID-19
Opportunity for the entertainment industry to host virtual concerts and support charity.
