Campaigns and services focused on local knowledge convey authenticity
Implications - 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.
Workshop Question - How can your brand convey a sense of insider information and camaraderie?
Trend Themes
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Local Insider Information — Services are tapping into local insider information to maintain a sense of insider elitism and authenticity through camaraderie.
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Crowdsourced City Guides — Crowdsourcing local knowledge to offer up the most authentic and least consumeristic tour experience possible.
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Data-driven Dining — Companies like Uber are providing consumers with democratized restaurant guides based on proprietary information collected from trips.
Industry Implications
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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.
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Marketing and Advertising — Brands can establish authenticity through camaraderie by tapping into local knowledge and creating a sense of insider elitism.
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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.
