Category
Lifestyle
Assisted Choices
Trend cluster
Category
Neutral
Net
Brands protest net neutrality repeals in the United States in various ways.
2.5
Trend score
Trend
What is the Neutral Net trend?
Neutral Net: Brands are taking more passionate stances by opting to speak out against the repeal of net neutrality laws in the United States, which have caused backlash across the political spectrum. This shift serves to educate and rally the average consumer who will be affected by these repeals, and indicates a shift in which brand neutrality in the face of political and social issues is being overtaken by the need to better cater to consumers–who increasingly tend to align their personal values with their purchase decisions.
Trend themes
Themes within the Neutral Net trend
Three behaviours holding the trend together01
Corporate Activism
Brands are taking more passionate stances on political and social issues, sparking important conversations and raising awareness among the general public.
02
Humorous Activism
Hilarious and often viral social media stunts are proving to be a powerful way for individuals to get their message across in the fight for net neutrality.
03
Creative Communication
Individuals and brands are finding unique and accessible ways to explain the complex issue of net neutrality, from children's books to burger campaigns.
Industry implications
What the Neutral Net trend means for industry
Where the trend changes the playbookFor
Technology
Net neutrality has major implications for the tech industry, with companies and consumers alike fighting to maintain a free, open, and fair internet.
For
Marketing and Advertising
Brands are using their platforms to take a stance on net neutrality, align with consumers who care about political issues, and drive important conversations about social responsibility.
For
Education
As net neutrality remains an important issue for citizens around the world, there is an increasing need for education efforts that will help people of all ages understand its implications and why it matters.
Workshop question
How can your brand better support its customers' value-based decision-making?
Trend signals
Trend signals for Neutral Net
Trend score 2.5 out of 10, from popularity 43%, activity 22%, freshness 8%.
Popularity43%
Activity22%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Neutral Net trend
5 featured examples from Jan 26 to Feb 9, 2018CategoryPop Culture
Net Neutrality Branding Stunts
Internet-Wide Day of Action Helped Consumers Grasp Net Neutrality
The technology industry has a unique impact in this conversation as providers of internet access and platforms for advocacy.
CategoryPop Culture
Net Neutrality Children's Books
Goodnight Internet Helps Parents Explain Net Neutrality to Kids
Publishers can tap into the demand for satirical children's books that tackle complex subjects like net neutrality.
CategoryMarketing
Politically Charged Burger Ads
The Whopper Neutrality Ad is a Political Push from Burger King
Fast food chains like Burger King can create disruptive innovation opportunities by creating political ads to draw attention and incite conversation around sensitive issues.
CategoryPop Culture
Humorous Protest Videos
YouTuber Rob Bliss Took a Stand for Net Neutrality in a New Viral Video
Social media platforms can leverage the trend of social media activism to empower individuals and groups to advocate for their causes and engage with their community in a meaningf…
CategoryMarketing
Company-Driven Political Protests
Sonos is Supporting Net Neutrality by Closing Its New York Store
Companies in the consumer electronics industry can leverage their product platforms and customer base to promote net neutrality and other social/political issues for brand recogni…
