Category
Lifestyle
Assisted Choices
Trend cluster
Category
Denouncing
Phony
Users and brands ditch lighthearted approaches for real-life conversations.
4.9
Trend score
Trend
What is the Denouncing Phony trend?
Denouncing Phony: A growing movement is observed of people using online outlets as a means of connecting with others on important issues, whether negative or positive. Reintroducing the social aspect back into social media, users are no longer satisfied with light and airy interaction, but rather crave a realistic approach by peers and brands to have their thoughts and feelings discussed. Brands that can relate consumers on a genuine, unanimous level will ultimately connect on a deeper emotional level with consumers.
Trend themes
Themes within the Denouncing Phony trend
Three behaviours holding the trend together01
Realistic Social Media Dialogue
Social media users crave real and genuine communication with peers and brands, leading to the end of light and airy interaction.
02
Private Social Media Memorials
As death is a touchy subject on social media, new Facebook app 'Sanctri' allows page administrators to create private virtual platforms to mourn the loss of a loved one.
03
Selfies as Political Protests
In the wake of tragic events, selfies have emerged as a powerful social media platform for instigating political change (#notamartyr selfie protest in Lebanon).
Industry implications
What the Denouncing Phony trend means for industry
Where the trend changes the playbookFor
Social Media
Incorporating a thoughtful and empathetic communication strategy into social media policies for businesses in order to more meaningfully engage with consumers.
For
Virtual and Augmented Reality
Creating engaging virtual or augmented reality experiences to help people deal with emotional processes like mourning.
For
Film and TV
Developing groundbreaking short films or television shows that use simple ideas to explore complex emotional experiences.
Trend signals
Trend signals for Denouncing Phony
Trend score 4.9 out of 10, from popularity 91%, activity 49%, freshness 8%.
Popularity91%
Activity49%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Denouncing Phony trend
4 featured examples from Nov 26, 2013 to Feb 26, 2014CategoryTech
Politically Fueled Selfies
Tragic Selfie Leads to Lebanon's #Notamartyr Selfie Protest
Social media platforms can leverage the increase of selfies as means to share messages of unity and prompt collective action against violence.
CategoryLifestyle
Feeling-Fueled Breakup Films
This Man Relives His Relationship in a Virtual World
Opportunity for film-makers to create emotional and engaging content that resonates with modern audiences.
CategoryPop Culture
Sorrowful Social Media Art
This Sad Tweet Art from Rachel Knoll Calls Out into the Void
Leveraging artistic expression and creativity to address social and emotional themes in innovative ways.
CategoryLifestyle
Social Memorial Apps
The 'Sanctri' Facebook App Helps to Deal with Social Media Death in Private
Social media platforms can develop new tools for users to navigate the sensitive issue of death and provide more personalized experiences.
