# Honest Approachability Products and services tap into Gen Z preference for honest communication. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published May 7, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/honest-approachability ## Key Figures - Trend score: 3.5/10 - Evidence articles: 6 ## What is the Honest Approachability trend? **Honest Approachability:** The emergence of products and services that aim to leverage hyper-honesty in their messaging speaks to the desire that brands have to resonate with the Gen Z consumer. By cutting the fluff, this group is better able to communicate and connect with one another, as well as with brands. ## The consumer insight behind the Honest Approachability trend Gen Z is a prominent demographic in the digital space. They are well-versed in detecting honest communication from brands due to regular exposure to edited and targeted content on social media. As a result, Gen Z has developed a taste for brutally honest communication and are drawn to more authentic voices from brands. ## At a Glance - Evidence: 6 featured examples - Articles from: Feb 4, 2020 to Jun 23, 2023 - Published: May 7, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z - Top markets: North America, Europe, Asia ## Themes within the Honest Approachability trend ### Hyper-Honesty Products and services are leveraging hyper-honesty in their messaging to resonate with Gen Z consumers. ### Self-Improvement Apps Platforms are using crowdsourcing to offer feedback and fine-tune ideas, skills, and creations. ### Transparency in Advertising Companies are embracing honesty and transparency in advertising to build consumer trust and engagement. ## What the Honest Approachability trend means for industry ### For Marketing and Advertising Marketing and advertising professionals can leverage hyper-honesty and transparency to build consumer trust and engagement. ### For Technology The use of self-improvement apps and crowdsourced opinions uses technology to enhance personal growth and development. ### For Luxury Goods and Jewelry Luxury brands, like Tiffany & Co., are using their platforms to raise awareness, show solidarity, and promote important causes. ## Workshop question How does honesty play a role in your communication strategy? ## Trend signals for Honest Approachability Trend score 3.5 out of 10, from popularity 50%, activity 39%, freshness 16%. - Popularity: 50% - Activity: 39% - Freshness: 16% ## Examples of the Honest Approachability trend 6 featured examples from Feb 4, 2020 to Jun 23, 2023. - [Inclusive Tinder Features](https://www.trendhunter.com/trends/tinder-features): Tinder Launches New Profile Features to Support Authentic Connections (Category: Lifestyle) Implication: The new features on Tinder signal a shift in online dating towards creating a more inclusive and genuine environment for diverse users. - [Collaborative Parody Streetwear](https://www.trendhunter.com/trends/bravest-studios): Bravest Studios and Coulda Been Deliver a New Apparel Capsule (Category: Lifestyle) Implication: The streetwear industry can incorporate parody, humor, and pop-culture references in their designs to stand out and appeal to a younger, fashion-conscious audience. - [Political Parody Ads](https://www.trendhunter.com/trends/fiverrs-super-bowl): Fiverr's Super Bowl Ad Was Set at Four Seasons Total Landscaping (Category: Marketing) Implication: The advertising industry can take advantage of the trend of political parody ads and create campaigns that incorporate timely events and cultural references. - [Customized Streaming Platform Features](https://www.trendhunter.com/trends/streamberry): Netflix Brings Streamberry to Life with Personalized Detail (Category: Art & Design) Implication: Disruptive innovation opportunity for streaming services to offer personalized alternate reality streaming experiences. - [Parody Stationary Bike Ads](https://www.trendhunter.com/trends/hes-alive-peloton): The He's Alive Peloton Ad Follows a Big Moment in And Just Like That (Category: Marketing) Implication: The fitness equipment industry has the opportunity to incorporate pop culture and humor into their marketing strategies to appeal to a wider audience and create memorable campaign… - [Political Jewelry Brand Campaigns](https://www.trendhunter.com/trends/we-stand-with-australia): Tiffany & Co's 'We Stand With Australia' Ad Shows Solidarity (Category: Pop Culture) Implication: Luxury jewelry brands can create impactful campaigns that align with their values to drive social change. ## 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)