Category
Lifestyle
Assisted Choices
Trend cluster
Category
Curated
Awareness
Tech companies create dedicated resources for accurate information on COVID-19.
5.1
Trend score
Trend
What is the Curated Awareness trend?
Curated Awareness: When COVID-19’s status as a pandemic became known, tech companies contributed by creating resources that people can turn to for accurate, up-to-date information on the virus and its impact both locally and globally.
Insight
The consumer insight behind the Curated Awareness trend
In the age of increasingly sophisticated “fake news,” people are susceptible to believing content that’s untrue. In the context of global issues, misinformation—or misleading information—can have a negative impact on how people react and understand the issues, which leads to further harm caused. Curated, reliable information is able to prevent this, while assuaging people’s anxiety in the midst of crises.
Trend themes
Themes within the Curated Awareness trend
Three behaviours holding the trend together01
Curated Information
Tech companies are creating resources for reliable, factual information in a time of misinformation and harm caused by 'fake news.'
02
Mental Health Tools
Social media platforms are implementing mental health-focused features and tools to help users cope with the impact of the pandemic.
03
Dedicated Search Portals
Companies are developing dedicated search portals to provide credible information related to the pandemic and alleviate users' concerns about accurate information amidst global crisis.
Industry implications
What the Curated Awareness trend means for industry
Where the trend changes the playbookFor
Technology
The tech industry can utilize new demand for accurate information and analyze user search behavior to create curated and reliable resources that mitigate misinformation.
For
Social Media
Social media platforms can implement innovative mental health-focused features and tools to help users cope with stress and anxiety related to global events such as pandemics.
For
Healthcare
The healthcare industry can collaborate with tech companies and use chatbots and other digital tools to distribute credible information about public health crises and prevent misinformation.
Workshop question
How is your brand providing aid or relief towards global issues?
Trend signals
Trend signals for Curated Awareness
Trend score 5.1 out of 10, from popularity 83%, activity 62%, freshness 9%.
Popularity83%
Activity62%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Curated Awareness trend
4 featured examples from Mar 20 to Mar 23, 2020CategoryTech
Informational Virus Chatbots
WhatsApp and WHO Launched a Chatbot Providing COVID-19 Information
The collaboration between WhatsApp and WHO highlights the potential for messaging platforms to serve as effective channels for disseminating accurate information to a large user b…
CategorySocial Good
Dedicated Virus Searches
Google Created a Search Portal for COVID-19 Information and Tips
Healthcare industry can use the search portal model to provide patients with resources and accurate health information.
CategorySocial Media
Mobile Virus-Related News Tabs
Facebook Added an Information Center to Its Platform for COVID-19
Social media platforms can innovate by adding information centers and virus-related news tabs.
CategoryLifestyle
Coping-Focused Social Platforms
Snapchat Added Mental Heath Tools Focused on COVID-19 Coping
The mental health tools introduced on Snapchat open up disruptive innovation opportunities for the social media industry to develop features that promote well-being and offer supp…
