# Expertise Accessibility Brands who tap micro-influencers for creative establish authenticity. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Aug 10, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/expertise-accessibility ## Key Figures - Trend score: 4.7/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Sep 14, 2016 to Aug 8, 2017 - Published: Aug 10, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Expertise Accessibility trend ### Micro-Influencers Brands are utilizing micro-influencers to control creative to ensure attentive advocacy for younger Millennial groups in order to establish authenticity. ### 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. ### 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. ## What the Expertise Accessibility trend means for industry ### For 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 for Expertise Accessibility Trend score 4.7 out of 10, from popularity 70%, activity 63%, freshness 8%. - Popularity: 70% - Activity: 63% - Freshness: 8% ## Examples of the Expertise Accessibility trend 4 featured examples from Sep 14, 2016 to Aug 8, 2017. - [Meme-Inspired Fashion Ads](https://www.trendhunter.com/trends/memeinspired-fashion-ads): Gucci Partners with Viral Meme-Makers for a New Set of Creative Ads (Category: Fashion) Implication: The Gucci #TFWGucci campaign showcases how luxury fashion brands can embrace digital platforms and collaborate with meme creators to appeal to a younger demographic. - [Male Body-Positive Photography](https://www.trendhunter.com/trends/the-everyman-project): The Everyman Project Empowers All Men to Feel Confident (Category: Social Good) Implication: 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. - [Provocative Body Positivity Ads](https://www.trendhunter.com/trends/plussize-model): The Newest 'Addition Elle' Campaign Stars Famed Plus-Size Models (Category: Marketing) Implication: 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. - [Guru-Influenced Inclusive Foundations](https://www.trendhunter.com/trends/too-faced-foundation): Jackie Aina Will Help to Create New Too Faced Foundations (Category: Fashion) Implication: The beauty industry can benefit from expanding their product range to be more inclusive and diverse. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)