# Insider Elitism Campaigns and services focused on local knowledge convey authenticity. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jul 10, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/insider-elitism ## Key Figures - Trend score: 2.9/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 2, 2016 to Jun 28, 2017 - Published: Jul 10, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Insider Elitism trend ### Local Insider Information Services are tapping into local insider information to maintain a sense of insider elitism and authenticity through camaraderie. ### Crowdsourced City Guides Crowdsourcing local knowledge to offer up the most authentic and least consumeristic tour experience possible. ### Data-Driven Dining Companies like Uber are providing consumers with democratized restaurant guides based on proprietary information collected from trips. ## What the Insider Elitism trend means for industry ### For 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 for Insider Elitism Trend score 2.9 out of 10, from popularity 40%, activity 39%, freshness 8%. - Popularity: 40% - Activity: 39% - Freshness: 8% ## Examples of the Insider Elitism trend 5 featured examples from Sep 2, 2016 to Jun 28, 2017. - [Secretive Pop-Up Billboards](https://www.trendhunter.com/trends/antisocial-social-club): Antisocial Social Club Teased the Location of Its Pop-Up in a Fun Way (Category: Marketing) Implication: Embracing pop-up exclusivity and limited-edition items to drive excitement and loyalty in the streetwear industry. - [Asian Street Food Tours](https://www.trendhunter.com/trends/hanoi-street-food-tour): The Hanoi Street Food Tour Gives Travelers an Authentic Eating Experience (Category: World) Implication: Opportunity to create specialized culinary tourism packages and tours that cater to food enthusiasts and travelers seeking unique experiences. - [Crowdsourced Architecture Guides](https://www.trendhunter.com/trends/architectour): The Architectour Books Curate the Best Urban Architecture (Category: World) Implication: The travel and tourism industry can benefit from incorporating crowdsourcing and local expertise to create more authentic, personalized tours and experiences. - [Ride-Sharing Restaurant Guides](https://www.trendhunter.com/trends/uber-restaurant-guide): The Uber Restaurant Guide Highlights Popular Dining Spots (Category: Lifestyle) Implication: Ride-sharing companies can capitalize on their vast user data to create innovative restaurant guides, enhancing the overall user experience. - [Digital Street Art Tours](https://www.trendhunter.com/trends/street-art-tour): 'graffitialley.to' on Instagram Captures All of Toronto's Graffiti Alley (Category: Marketing) Implication: 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. ## 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)