# Unmasked Marketing A desire for sincerity prompts the integration of raw and revealing insights. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 29, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/marketing-realness ## Key Figures - Trend score: 4.2/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 16, 2013 to Jul 30, 2015 - Published: May 29, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Unmasked Marketing trend ### Authentic Marketing Brands are turning to first-person viewpoints, personal stories and real-world engagements to create a more authentic appeal. ### Direct Consumer Engagement Direct engagement with consumers through campaigns that focus on individual experiences and emotions has become an important trend in marketing. ### Inclusivity The move towards inclusive campaigns featuring individuals with disabilities and diverse ethnicities is an emerging trend in modern marketing. ## What the Unmasked Marketing trend means for industry ### For 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 for Unmasked Marketing Trend score 4.2 out of 10, from popularity 75%, activity 43%, freshness 8%. - Popularity: 75% - Activity: 43% - Freshness: 8% ## Examples of the Unmasked Marketing trend 5 featured examples from Apr 16, 2013 to Jul 30, 2015. - [Emotive Hispanic Campaigns](https://www.trendhunter.com/trends/kraft-singles): This Heartwarming Kraft Singles Ad Tells the Story of Two Young Girls (Category: Marketing) Implication: The advertising industry can leverage emotional advertising to create impactful and memorable campaigns. - [Touching Beauty Perception Sketches](https://www.trendhunter.com/trends/self-enhancing-beauty-advertisements): The Dove Real Beauty Sketches Campaign is Heart-Wrenching (Category: Marketing) Implication: The beauty industry can leverage this trend by promoting products and services that enhance self-confidence and self-acceptance. - [Honest Disability Videos](https://www.trendhunter.com/trends/dear-future-mom): Dear Future Mom Has People with Down Syndrome Talk to Potential Mothers (Category: Social Good) Implication: Innovations in educational content creation that prioritize authentic and emotional storytelling. - [Personal Diary Beauty Ads](https://www.trendhunter.com/trends/carbon-paper): Dove’s Carbon Paper Commercial is Helping Youths Live Their Dreams (Category: Marketing) Implication: Opportunities for brands to promote natural, authentic beauty standards and incorporate socially conscious messaging in their advertising. - [Compassionate Tissue Commercials](https://www.trendhunter.com/trends/unlikely-best-friends): Kleenex's 'Unlikely Best Friends' Stars Chance the Paraplegic Dog (Category: Lifestyle) Implication: Opportunity for tissue brands to leverage emotional storytelling and messages of care to differentiate themselves in the market. ## 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)