# Cultured Gratitude Adding humor to sentimentality, consumers turn to pop culture-inspired cards. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Aug 19, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cultured-gratitude ## Key Figures - Trend score: 3.6/10 - Evidence articles: 4 ## What is the Cultured Gratitude trend? **Cultured Gratitude:** As pop culture references grow in popularity both on and offline, products, even those of a sentimental nature, are receiving a meme-inspired overhaul. Using movie references and catch phrases to add a lighthearted approach to methods of gratitude and appreciation, these cards represent a more casual take on acknowledgement. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 19, 2012 to Aug 12, 2014 - Published: Aug 19, 2014 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Cultured Gratitude trend ### Pop Culture-Inspired Cards Using pop culture references and catchphrases in sentimental products adds a lighthearted approach to acknowledgment. ### Short and Direct Message Cards Succinct thank you cards with direct messages provide an alternative to traditional cards that are perfect for close friends and work colleagues. ### Humorous and Profane Greeting Cards Greeting cards with a humorous or profane touch such as the amazeballs design from Sad Shop are becoming more common and appeal to a younger demographic. ## What the Cultured Gratitude trend means for industry ### For Greeting Card Industry The market for greeting cards is evolving and the use of humorous and pop-culture inspired cards provide businesses with an opportunity to target specific demographics. ### For Memorabilia Industry The 'Thank You, Thank You Very Much' Elvis Card by aLouCreations demonstrates the potential of targeting nostalgia and music memorabilia enthusiasts. ### For E-Commerce Industry The rise of online platforms such as Etsy is allowing smaller businesses to reach larger markets, catering to consumers looking for unique designs and niche products such as pop culture-inspired and profane greeting cards. ## Trend signals for Cultured Gratitude Trend score 3.6 out of 10, from popularity 49%, activity 51%, freshness 8%. - Popularity: 49% - Activity: 51% - Freshness: 8% ## Examples of the Cultured Gratitude trend 4 featured examples from Aug 19, 2012 to Aug 12, 2014. - [Clever Thank You Cards](https://www.trendhunter.com/trends/clever-thank-you-card): T.Hanks by Blue Barnhouse Boasts a Portrait of Tom Hanks (Category: Unique) Implication: Opportunity for greeting card companies to innovate and offer more creative and personalized designs. - [Succinct Thank You Cards](https://www.trendhunter.com/trends/thank-you-cards): This Thank You Card Keeps it Simplistic (Category: Pop Culture) Implication: The stationery industry can expand its minimalist and frank design-oriented products to other forms of communication such as packaging, product labels and even books. - [Profane Greeting Cards](https://www.trendhunter.com/trends/thankyou-card-design): This Amazeballs Thank-You Card Design Congratulates Using Hip Lingo (Category: Pop Culture) Implication: Trend of incorporating the latest slang terms into greeting cards presents opportunity for innovation and market differentiation. - [Celebrity Saying Stationery](https://www.trendhunter.com/trends/thank-you-thank-you-very-much-elvis-card-by-aloucreations): The 'Thank You, Thank You Very Much' Elvis Card by aLouCreations (Category: Pop Culture) Implication: Incorporating iconic phrases of celebrities into products such as stationery and other memorabilia creates opportunity for disruptive innovation in the celebrity memorabilia indus… ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)