Category
Lifestyle
Assisted Choices
Trend cluster
Category
Expertise
Accessibility
Brands who tap micro-influencers for creative establish authenticity.
4.7
Trend score
Trend
What is the Expertise Accessibility trend?
Expertise Accessibility: Millennials have made authenticity a top priority for brands across categories. The new definition of authenticity, however, goes beyond aligning with certain causes and into using the right language. Utilizing micro-influencers to not just serve as the face of a brand, but control the creative, ensures attentive advocacy for younger Millennial groups.
Trend themes
Themes within the Expertise Accessibility trend
Three behaviours holding the trend together01
Micro-Influencers
Brands are utilizing micro-influencers to control creative to ensure attentive advocacy for younger Millennial groups in order to establish authenticity.
02
Meme-Inspired Ads
Collaborating with young artists and content creators directly to create memes rather than merely lifting inspiration from them (without credit and/or remuneration) is leading to successful ad campaigns.
03
Diverse and Inclusive Products
Businesses and influencers are advocating for diversity and body positivity, empowering men and women of all sizes and skin tones to feel confident through the products and media they represent.
Industry implications
What the Expertise Accessibility trend means for industry
Where the trend changes the playbookFor
Fashion Industry
Inclusion of all sizes and empowering plus-size individuals presents a disruptive innovation opportunity in the fashion industry to better represent the majority of the population.
For
Beauty Industry
Diverse and inclusive products that cater to a wider range of skin tones and individual preferences present a disruptive innovation opportunity in the beauty industry.
For
Advertising Industry
Collaborating with young artists and content creators directly to create meme-inspired ads rather than merely lifting inspiration from them (without credit and/or remuneration) presents a disruptive innovation opportunity in the advertising industry.
Workshop question
What is one thing your brand controls internally that could be handed off to external experts? How could this improve your overall image?
Trend signals
Trend signals for Expertise Accessibility
Trend score 4.7 out of 10, from popularity 70%, activity 63%, freshness 8%.
Popularity70%
Activity63%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Expertise Accessibility trend
4 featured examples from Sep 14, 2016 to Aug 8, 2017CategoryFashion
Meme-Inspired Fashion Ads
Gucci Partners with Viral Meme-Makers for a New Set of Creative Ads
The Gucci #TFWGucci campaign showcases how luxury fashion brands can embrace digital platforms and collaborate with meme creators to appeal to a younger demographic.
CategorySocial Good
Male Body-Positive Photography
The Everyman Project Empowers All Men to Feel Confident
The fashion industry has the opportunity to promote diverse and inclusive representations of male beauty by showcasing a wider variety of body types in advertising and campaigns.
CategoryMarketing
Provocative Body Positivity Ads
The Newest 'Addition Elle' Campaign Stars Famed Plus-Size Models
There is potential for the fashion industry to embrace plus-size representation in campaigns and create clothing lines for a wider range of body types.
CategoryFashion
Guru-Influenced Inclusive Foundations
Jackie Aina Will Help to Create New Too Faced Foundations
The beauty industry can benefit from expanding their product range to be more inclusive and diverse.
