Large iconic companies are leveraging aesthetic subversion and kitsch
Trend - Notoriously difficult to define, 'camp' is the idea of so deeply subverting what is considered "bad" to the point that it's considered "good." Today, brands are tapping camp in their products and marketing to draw the attention of consumers.
Insight - The Internet of Things has the power to globalize and effectively democratize certain aspects of life, including things pertaining to style, art, and so on. As consumers gain more access and socialize about different subcultural phenomena, they begin to welcome such aesthetics into their life more openly. Eventually, as these notions enter the mainstream, more individuals begin interacting and embracing these concepts as part of the contemporary Zeitgeist.
Insight - The Internet of Things has the power to globalize and effectively democratize certain aspects of life, including things pertaining to style, art, and so on. As consumers gain more access and socialize about different subcultural phenomena, they begin to welcome such aesthetics into their life more openly. Eventually, as these notions enter the mainstream, more individuals begin interacting and embracing these concepts as part of the contemporary Zeitgeist.
Workshop Question - How could your product or marketing become more visually subversive? Why or why not would this be a priority of yours?
Trend Themes
1. Tapping Into Camp - Brands are leveraging aesthetic subversion and kitsch to draw the attention of consumers, reflecting a trend towards the idea of deeply subverting what is considered bad to the point that it's considered good.
2. Reaching Younger Audiences with Humor - Campaigns that use humor to educate young adults on serious topics such as breast cancer have been successful in engaging this demographic and can be a potential disruptive innovation opportunity in healthcare marketing.
3. Nostalgia and Collector's Items - Limited-time promotions that offer retro and collector's item items, such as KFC's metal meal buckets, evoke nostalgia for past eras and can lead to increased sales, promoting the potential for companies to market toward Gen X and Millennial consumers.
Industry Implications
1. Marketing and Advertising - Companies can leverage the trend of tapping into kitsch and subcultures to increase brand awareness and engage younger audiences through humor, while promoting tolerance and acceptance.
2. Healthcare - Education campaigns for young adults that utilize humor as a way of engagement may drive awareness and behavior change, while the novelty of a breast cancer health bot may be an opportunity for healthcare providers and entrepreneurs to disrupt the industry.
3. Retail and Consumer Goods - Providing customers with nostalgia and unique collector's item items can boost sales and drive customer loyalty, which presents an opportunity for retailers and consumer goods companies to tap into the Millennial and Gen X market.
