Category
Lifestyle
Assisted Choices
Trend cluster
Category
Everyday
Ambassador
Brands employ everyday people as ambassadors of their products and services.
5.4
Trend score
Trend
What is the Everyday Ambassador trend?
Everyday Ambassador: Brands are increasingly recruiting young ambassadors outside the realm of celebrities and influencers in order to have more accurate and relatable representation for their products and services.
Insight
The consumer insight behind the Everyday Ambassador trend
The age of celebrity and influencer is being reassessed as young consumers become more critical of the role these individuals and institutions play in the social and economic issues that are becoming top-of-mind for many. The privilege and lack of accountability that's often flaunted by celebrity culture is being criticized more as people look to have representation in media, entertainment and marketing that's less aspirational. As consumers become more educated on regional and global issues, the role of the celebrity has come into question for its lack of accessibility.
Trend themes
Themes within the Everyday Ambassador trend
Three behaviours holding the trend together01
Redefining Celebrity
As young consumers become more critical of the role of traditional celebrities and influencers in marketing, brands are recruiting relatable everyday people as ambassadors for their products and services.
02
Youth-driven Marketing
Companies are seeking to tap into the interests and opinions of young people by employing teenage ambassadors and engaging them in creating content for social media platforms.
03
Employee-driven Branding
Companies are discovering new marketing opportunities by featuring real employee experiences in advertising campaigns, rather than relying on celebrity endorsements.
Industry implications
What the Everyday Ambassador trend means for industry
Where the trend changes the playbookFor
Fashion and Beauty
The fashion and beauty industry is responding to consumer demand for more authentic representation by using everyday ambassadors as models and spokespeople.
For
Retail
Retailers are using new technologies and campaigns to offer more personalized experiences and to better connect with consumers.
For
Healthcare and Fitness
The healthcare and fitness industry is creating products and services tailored to the needs of healthcare professionals and making an effort to represent their diverse communities in marketing.
Workshop question
How could your brand offer more relatable and accurate representation in its campaigns?
Trend signals
Trend signals for Everyday Ambassador
Trend score 5.4 out of 10, from popularity 77%, activity 72%, freshness 13%.
Popularity77%
Activity72%
Freshness13%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Everyday Ambassador trend
11 featured examples from Feb 8, 2019 to Nov 6, 2022CategoryBusiness
Consumer-Inspired Store Mannequins
Gymshark's London Store Mannequins are Inspired by Real People
Retailers can differentiate themselves by adopting innovative store display methods that engage consumers in new ways.
CategoryFashion
Tween-Created Clothing Lines
Old Navy is Introducing Its First Tween Clothing Line with POPSUGAR
Fashion retailers can capitalize on the growing trend of tween-created clothing lines by finding ways to collaborate with young influencers and designers and to incorporate gender…
CategoryMarketing
Remote Jewelry Ambassador Campaigns
The Voices of Pandora Campaign Showcase The Homes of the Muses
Jewelry brands can leverage the power of authentic ambassador partnerships to form a deeper bond with consumers and drive sales.
CategoryLifestyle
Employee-Curated Fast Food Meals
A&W's Anti-Celebrity Meals Spotlight Favorites from Staff
Fast food chains can leverage the trend of employee-curated meals to differentiate themselves from competitors and promote their workforce.
CategoryBusiness
Next-Gen Modeling Platforms
FMO Directly Connects Online Retailers and Aspiring Models
The emergence of direct-to-retail model connections through modeling platforms represents a disruptive innovation opportunity for the fashion and retail industries to access a wid…
CategoryLifestyle
Rested Parent Programs
The Sleep Ambassador Program Helps Parents Prioritize Self-Care
Tech companies specializing in sleep solutions are well-positioned to take advantage of the growing demand for convenient and effective sleep products.
CategoryFashion
Customer Beauty Ambassador Searches
Selena Gomez Recruits Consumers to Be the Face of Rare Beauty
Cosmetics brands can leverage consumer engagement to create authenticity and trust in their products.
CategoryFashion
Co-Designed Healthcare Sneakers
Clove Dropped the Clara 1 Collab with Nurse Clara Jones
Opportunity for footwear brands to collaborate with influencers in various industries to create unique, co-designed products that cater to niche audiences with specific needs.
CategoryPop Culture
Teen-Powered Political Video Content
BuzzFeed News is Employing Teen Ambassadors for the Election
Disruptive innovation opportunity: Integrating young ambassadors into media organizations to create fresh content and target younger demographics through social media platforms.
CategoryLifestyle
Philanthropic Employee-Led Campaigns
Michael Kors' Watch Hunger Stop 2020 Stars Brand Employees
Fashion brands can disrupt industry norms by featuring their own employees in campaigns, creating a more authentic and relatable brand image.
CategoryFashion
Crowdsourced Beauty Films
e.l.f. Cosmetics' 'Big Mood, Big e.l.f.ing City' is a TikTok Exclusive
Crowdsourced content creation through social media platforms like TikTok can enable beauty brands to promote their products in an engaging and interactive way, effectively reachin…
