# Everyday Ambassador Brands employ everyday people as ambassadors of their products and services. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 28, 2020 | Category: [Pop Culture](https://www.trendhunter.com/pro/category/pop-culture-and-internet-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/everyday-ambassador ## Key Figures - Trend score: 5.4/10 - Evidence articles: 11 ## 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. ## 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. ## At a Glance - Evidence: 11 featured examples - Articles from: Feb 8, 2019 to Nov 6, 2022 - Published: Jul 28, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Everyday Ambassador trend ### 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. ### 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. ### Employee-driven Branding Companies are discovering new marketing opportunities by featuring real employee experiences in advertising campaigns, rather than relying on celebrity endorsements. ## What the Everyday Ambassador trend means for industry ### For 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 for Everyday Ambassador Trend score 5.4 out of 10, from popularity 77%, activity 72%, freshness 13%. - Popularity: 77% - Activity: 72% - Freshness: 13% ## Examples of the Everyday Ambassador trend 11 featured examples from Feb 8, 2019 to Nov 6, 2022. - [Consumer-Inspired Store Mannequins](https://www.trendhunter.com/trends/london-store-mannequins): Gymshark's London Store Mannequins are Inspired by Real People (Category: Business) Implication: Retailers can differentiate themselves by adopting innovative store display methods that engage consumers in new ways. - [Tween-Created Clothing Lines](https://www.trendhunter.com/trends/tween-clothing-line): Old Navy is Introducing Its First Tween Clothing Line with POPSUGAR (Category: Fashion) Implication: 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… - [Remote Jewelry Ambassador Campaigns](https://www.trendhunter.com/trends/voices-of-pandora): The Voices of Pandora Campaign Showcase The Homes of the Muses (Category: Marketing) Implication: Jewelry brands can leverage the power of authentic ambassador partnerships to form a deeper bond with consumers and drive sales. - [Employee-Curated Fast Food Meals](https://www.trendhunter.com/trends/anti-celebrity-meals): A&W's Anti-Celebrity Meals Spotlight Favorites from Staff (Category: Lifestyle) Implication: Fast food chains can leverage the trend of employee-curated meals to differentiate themselves from competitors and promote their workforce. - [Next-Gen Modeling Platforms](https://www.trendhunter.com/trends/modeling-platforms): FMO Directly Connects Online Retailers and Aspiring Models (Category: Business) Implication: 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… - [Rested Parent Programs](https://www.trendhunter.com/trends/sleep-ambassador-program): The Sleep Ambassador Program Helps Parents Prioritize Self-Care (Category: Lifestyle) Implication: Tech companies specializing in sleep solutions are well-positioned to take advantage of the growing demand for convenient and effective sleep products. - [Customer Beauty Ambassador Searches](https://www.trendhunter.com/trends/rare-beauty-2020): Selena Gomez Recruits Consumers to Be the Face of Rare Beauty (Category: Fashion) Implication: Cosmetics brands can leverage consumer engagement to create authenticity and trust in their products. - [Co-Designed Healthcare Sneakers](https://www.trendhunter.com/trends/clara-1): Clove Dropped the Clara 1 Collab with Nurse Clara Jones (Category: Fashion) Implication: 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. - [Teen-Powered Political Video Content](https://www.trendhunter.com/trends/teen-ambassador): BuzzFeed News is Employing Teen Ambassadors for the Election (Category: Pop Culture) Implication: Disruptive innovation opportunity: Integrating young ambassadors into media organizations to create fresh content and target younger demographics through social media platforms. - [Philanthropic Employee-Led Campaigns](https://www.trendhunter.com/trends/watch-hunger-stop-2020): Michael Kors' Watch Hunger Stop 2020 Stars Brand Employees (Category: Lifestyle) Implication: Fashion brands can disrupt industry norms by featuring their own employees in campaigns, creating a more authentic and relatable brand image. - [Crowdsourced Beauty Films](https://www.trendhunter.com/trends/big-mood-big-elfing-city): e.l.f. Cosmetics' 'Big Mood, Big e.l.f.ing City' is a TikTok Exclusive (Category: Fashion) Implication: 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… ## 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 Pop Culture - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Makeup Artist Jewelry Collaborations](https://www.trendhunter.com/trends/pandora-x-pat-mcgrath) - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Pop Culture](https://www.trendhunter.com/popculture)