Category
Lifestyle
Assisted Choices
Trend cluster
Category
Humorized
Grievance
Women uncover and laugh at their struggles to a supportive online community.
3.6
Trend score
Trend
What is the Humorized Grievance trend?
Humorized Grievance: As Generation Z takes over social media, the age of the calculated personal brand is replaced by full transparency. This resonates specifically with women on social media, who happen to make up the vast majority of the online community. With this in mind, women online are bonding over -- and poking fun at -- the struggles of being female as a means of taking the pressure off of daily life.
Trend themes
Themes within the Humorized Grievance trend
Three behaviours holding the trend together01
Authenticity on Social Media
As Generation Z takes over social media, the age of the calculated personal brand is replaced by full transparency.
02
Humor as Coping Mechanism
Women online are bonding over -- and poking fun at -- the struggles of being female as a means of taking the pressure off of daily life.
03
Femvertising Backlash
The rise of femvertising has sometimes led to brands using women's insecurities to boost confidence in an inauthentic way.
Industry implications
What the Humorized Grievance trend means for industry
Where the trend changes the playbookFor
Social Media
Companies that encourage their target customer base to be more transparent and promote authenticity have an opportunity to attract Generation Z users.
For
Humorous Content
Businesses that create humorous and relatable content can target consumers seeking an escape from daily pressures and anxieties.
For
Feminism
Brands that authentically support feminist causes and promote gender equality have an opportunity to distinguish themselves from those that engage in inauthentic femvertising.
Workshop question
How can your brand use humor to appeal to female consumers? Think about the female Gen Z demographic, but also consider alternative approaches for Millennials, Gen X, etc.
Trend signals
Trend signals for Humorized Grievance
Trend score 3.6 out of 10, from popularity 55%, activity 47%, freshness 8%.
Popularity55%
Activity47%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Humorized Grievance trend
4 featured examples from Nov 9, 2015 to Aug 11, 2016CategorySocial Media
Conceptual Female Emojis
These Women Emoji Images Describe True Female Struggles
Opportunity for emoji developers to design and implement a collection of realistic female emoticons that cater to women's unique experiences.
CategoryLifestyle
Comedic Job Announcements
This Woman's Job Announcement is a Parody on Marriage Proposals
Opportunity for HR departments to create innovative and engaging job announcements that reflect company culture and values.
CategoryPop Culture
Anxiety-Simulating Magazines
This Fake Magazine is Filled with Content Concerning Anxiety Problems
The mental health industry can take advantage of the trend towards awareness of anxiety and other mental health issues by creating innovative solutions that address these concerns.
CategoryPop Culture
Fake Feminist Ad Agencies
Jane St. Shows How Brands Capitalize on Female Empowerment
Opportunity for agencies to create more empowering and authentic campaigns for female-based products and services.
