Category
Lifestyle
Assisted Choices
Trend cluster
Category
Promotional
Authenticity
Brands take a traditional approach to commercials and marketing.
3.5
Trend score
Trend
What is the Promotional Authenticity trend?
Promotional Authenticity: Approaches to marketing via commercials are shifting away from modern, disconnected themes towards a more classic take on advertising. This move helps brands captivate contemporary audiences that, in direct response to technology, have expressed a disdain for a lack of human connection.
Trend themes
Themes within the Promotional Authenticity trend
Three behaviours holding the trend together01
Heritage Branding
Brands are leveraging their history and heritage to establish connection with modern audience
02
Authentic Messaging
Brands are moving away from disconnected, high-tech advertising towards more human-emphasized themes
03
Ageless Perceptions
Promotions and marketing that encourage liberation from age-related constraints are becoming more common in a variety of industries
Industry implications
What the Promotional Authenticity trend means for industry
Where the trend changes the playbookFor
Beverage
Beverage companies can emphasize their heritage and authenticity to create meaningful connections with their target audience
For
Fashion and Retail
Fashion and retail companies can leverage their history to stand out in a highly competitive industry
For
Beauty
Beauty companies can focus on promoting age-neutral messages that resonate with modern beauty practices
Workshop question
How are you creating authentic dialog with your consumers?
Trend signals
Trend signals for Promotional Authenticity
Trend score 3.5 out of 10, from popularity 60%, activity 37%, freshness 8%.
Popularity60%
Activity37%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Promotional Authenticity trend
4 featured examples from May 15, 2014 to Sep 24, 2015CategoryMarketing
Age-Defying Commercials
Kiehl's Act Any Age Social Media Campaign is Playfully Liberating
The skincare industry has the opportunity to embrace age-positive messaging, as Kiehl's Act Any Age campaign shows the power of authenticity and relatability in marketing to consu…
CategoryAutos
Skype Call Car Ads
The Land Rover Above and Beyond Campaign Promotes Sharing Experiences
Opportunities for car companies to create more content-driven advertising campaigns to appeal to younger, tech-savvy customers and enhance brand loyalty.
CategoryLifestyle
Agricultural Alcohol Campaigns
The Grey Goose Le Melon Ad Highlights Brand Heritage and History
Companies can differentiate themselves by highlighting their unique production methods and partnering with local farmers to create high-quality products.
CategoryMarketing
Historic Brand Campaigns
This Hudson's Bay Commercial Goes Back to the Brand's Roots
Retailers can leverage their history and brand identity to create marketing campaigns that distinguish them from competitors and connect with consumers.
