Category
Lifestyle
Assisted Choices
Trend cluster
Category
Insider
Elitism
Campaigns and services focused on local knowledge convey authenticity.
2.9
Trend score
Trend
What is the Insider Elitism trend?
Insider Elitism: For brand-conscious consumers, there is a sense of pride in being the first to find a new brand or service. This sense of pride is diminishing in the information age due to the availability of information. To maintain a sense of insider elitism, services are tapping into local insider information. This represents a unique opportunity for brands looking to establish authenticity through camaraderie.
Trend themes
Themes within the Insider Elitism trend
Three behaviours holding the trend together01
Local Insider Information
Services are tapping into local insider information to maintain a sense of insider elitism and authenticity through camaraderie.
02
Crowdsourced City Guides
Crowdsourcing local knowledge to offer up the most authentic and least consumeristic tour experience possible.
03
Data-Driven Dining
Companies like Uber are providing consumers with democratized restaurant guides based on proprietary information collected from trips.
Industry implications
What the Insider Elitism trend means for industry
Where the trend changes the playbookFor
Travel and Tourism
There are opportunities for travel and tourism companies to create unique experiences by embracing local insider information from cities all over the world.
For
Marketing and Advertising
Brands can establish authenticity through camaraderie by tapping into local knowledge and creating a sense of insider elitism.
For
Restaurant and Food Service
Opportunities exist for data-driven dining experiences that democratize restaurant guides, making consumers better informed about the most popular, local favorites, up-and-coming, brunch spots, and more.
Workshop question
How can your brand convey a sense of insider information and camaraderie?
Trend signals
Trend signals for Insider Elitism
Trend score 2.9 out of 10, from popularity 40%, activity 39%, freshness 8%.
Popularity40%
Activity39%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Insider Elitism trend
5 featured examples from Sep 2, 2016 to Jun 28, 2017CategoryMarketing
Secretive Pop-Up Billboards
Antisocial Social Club Teased the Location of Its Pop-Up in a Fun Way
Embracing pop-up exclusivity and limited-edition items to drive excitement and loyalty in the streetwear industry.
CategoryWorld
Asian Street Food Tours
The Hanoi Street Food Tour Gives Travelers an Authentic Eating Experience
Opportunity to create specialized culinary tourism packages and tours that cater to food enthusiasts and travelers seeking unique experiences.
CategoryWorld
Crowdsourced Architecture Guides
The Architectour Books Curate the Best Urban Architecture
The travel and tourism industry can benefit from incorporating crowdsourcing and local expertise to create more authentic, personalized tours and experiences.
CategoryLifestyle
Ride-Sharing Restaurant Guides
The Uber Restaurant Guide Highlights Popular Dining Spots
Ride-sharing companies can capitalize on their vast user data to create innovative restaurant guides, enhancing the overall user experience.
CategoryMarketing
Digital Street Art Tours
'graffitialley.to' on Instagram Captures All of Toronto's Graffiti Alley
The art tourism industry can leverage virtual street art tours to attract a wider audience and provide a unique and engaging experience to art enthusiasts.
