# Creative Pivot People and brands in creative industries use their skills to raise money. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Apr 27, 2020 | Category: [Tech](https://www.trendhunter.com/pro/category/technology-trends-and-gadgets) Source: Trend Hunter, https://www.trendhunter.com/protrends/creative-pivot ## Key Figures - Trend score: 2.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 22 to Apr 24, 2020 - Published: Apr 27, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [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, Asia ## Themes within the Creative Pivot trend ### Creative COVID-Relief Fundraising Individuals in creative industries are finding innovative ways to support COVID-19 relief efforts through virtual experiences and charity events. ### Charitable Auctions Industries are utilizing their resources and auctions to support COVID-19 relief efforts by partnering with organizations. ### 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. ## What the Creative Pivot trend means for industry ### For 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 for Creative Pivot Trend score 2.5 out of 10, from popularity 34%, activity 32%, freshness 9%. - Popularity: 34% - Activity: 32% - Freshness: 9% ## Examples of the Creative Pivot trend 4 featured examples from Apr 22 to Apr 24, 2020. - [Virtual Jewelry Showrooms](https://www.trendhunter.com/trends/jewelry-showroom): The House of Luxury Presents Brands with an Interactive Experience (Category: Fashion) Implication: Opportunity for luxury jewelry brands to enhance their customer experience through virtual showrooms. - [Charitable Prop Auctions](https://www.trendhunter.com/trends/a24-auctions): A24 Auctions is Selling Props from Uncut Gems, Euphoria and More (Category: Pop Culture) Implication: The entertainment industry can leverage their popularity by auctioning off movie props and costumes to support charitable causes. - [Charitable Live-Streamed Concerts](https://www.trendhunter.com/trends/one-world-together-at-home): The Eight-Hour One World: Together at Home raised $127m (Category: Social Good) Implication: 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… - [Charitable Remote Concert Broadcasts](https://www.trendhunter.com/trends/jersey-4-jersey): Jersey 4 Jersey Raises Money to Aid the Impacts of COVID-19 (Category: Lifestyle) Implication: Opportunity for the entertainment industry to host virtual concerts and support charity. ## Recent trend clusters - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Adaptive Controls](https://www.trendhunter.com/protrends/adaptive-controls) (Tech) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) ## Trending in Tech - [Decor-Led Home Projectors](https://www.trendhunter.com/trends/decor-led-home-projectors) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) - [Dual-Wavelength Recovery Wearables](https://www.trendhunter.com/trends/joint-therapy) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Tech](https://www.trendhunter.com/tech)