Category
Lifestyle
Assisted Choices
Trend cluster
Category
Unmasked
Marketing
A desire for sincerity prompts the integration of raw and revealing insights.
4.2
Trend score
Trend
What is the Unmasked Marketing trend?
Unmasked Marketing: As brands grow, so too do their marketing endeavors, often resulting in commercialized campaigns that lack a genuine sincerity. Seeking to create a more authentic appeal, brands are turning to first-person viewpoints, personal stories and real-world engagements to give attention to interactions that happen outside of the media limelight.
Trend themes
Themes within the Unmasked Marketing trend
Three behaviours holding the trend together01
Authentic Marketing
Brands are turning to first-person viewpoints, personal stories and real-world engagements to create a more authentic appeal.
02
Direct Consumer Engagement
Direct engagement with consumers through campaigns that focus on individual experiences and emotions has become an important trend in marketing.
03
Inclusivity
The move towards inclusive campaigns featuring individuals with disabilities and diverse ethnicities is an emerging trend in modern marketing.
Industry implications
What the Unmasked Marketing trend means for industry
Where the trend changes the playbookFor
Marketing & Advertising
Marketing professionals and advertising agencies need to explore new ways to create authenticity in their campaigns and engage consumers directly.
For
Consumer Packaged Goods
The use of emotional campaigns that evoke themes of inclusivity and personal experiences is a trend that is particularly relevant to consumer packaged goods companies looking to establish emotional connections with their customers.
For
Healthcare
Inclusivity and authentic marketing campaigns can also be applied to healthcare marketing to showcase the real-life experiences of patients and healthcare professionals.
Trend signals
Trend signals for Unmasked Marketing
Trend score 4.2 out of 10, from popularity 75%, activity 43%, freshness 8%.
Popularity75%
Activity43%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Unmasked Marketing trend
5 featured examples from Apr 16, 2013 to Jul 30, 2015CategoryMarketing
Emotive Hispanic Campaigns
This Heartwarming Kraft Singles Ad Tells the Story of Two Young Girls
The advertising industry can leverage emotional advertising to create impactful and memorable campaigns.
CategoryMarketing
Touching Beauty Perception Sketches
The Dove Real Beauty Sketches Campaign is Heart-Wrenching
The beauty industry can leverage this trend by promoting products and services that enhance self-confidence and self-acceptance.
CategorySocial Good
Honest Disability Videos
Dear Future Mom Has People with Down Syndrome Talk to Potential Mothers
Innovations in educational content creation that prioritize authentic and emotional storytelling.
CategoryMarketing
Personal Diary Beauty Ads
Dove’s Carbon Paper Commercial is Helping Youths Live Their Dreams
Opportunities for brands to promote natural, authentic beauty standards and incorporate socially conscious messaging in their advertising.
CategoryLifestyle
Compassionate Tissue Commercials
Kleenex's 'Unlikely Best Friends' Stars Chance the Paraplegic Dog
Opportunity for tissue brands to leverage emotional storytelling and messages of care to differentiate themselves in the market.
