# Denouncing Phony Users and brands ditch lighthearted approaches for real-life conversations. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published May 21, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/denouncing-phoney ## Key Figures - Trend score: 4.9/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 26, 2013 to Feb 26, 2014 - Published: May 21, 2014 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [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, Gen X - Top markets: North America, Europe, Asia ## Themes within the Denouncing Phony trend ### 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. ### 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. ### 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). ## What the Denouncing Phony trend means for industry ### For 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 for Denouncing Phony Trend score 4.9 out of 10, from popularity 91%, activity 49%, freshness 8%. - Popularity: 91% - Activity: 49% - Freshness: 8% ## Examples of the Denouncing Phony trend 4 featured examples from Nov 26, 2013 to Feb 26, 2014. - [Politically Fueled Selfies](https://www.trendhunter.com/trends/notamartyr-selfie-protest): Tragic Selfie Leads to Lebanon's #Notamartyr Selfie Protest (Category: Tech) Implication: Social media platforms can leverage the increase of selfies as means to share messages of unity and prompt collective action against violence. - [Feeling-Fueled Breakup Films](https://www.trendhunter.com/trends/Breakup-film): This Man Relives His Relationship in a Virtual World (Category: Lifestyle) Implication: Opportunity for film-makers to create emotional and engaging content that resonates with modern audiences. - [Sorrowful Social Media Art](https://www.trendhunter.com/trends/sad-tweet-art): This Sad Tweet Art from Rachel Knoll Calls Out into the Void (Category: Pop Culture) Implication: Leveraging artistic expression and creativity to address social and emotional themes in innovative ways. - [Social Memorial Apps](https://www.trendhunter.com/trends/social-media-death): The 'Sanctri' Facebook App Helps to Deal with Social Media Death in Private (Category: Lifestyle) Implication: Social media platforms can develop new tools for users to navigate the sensitive issue of death and provide more personalized experiences. ## 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)