# Promotional Authenticity Brands take a traditional approach to commercials and marketing. By [Jordy E](https://www.trendhunter.com/JordyEleni) | Published Jul 28, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/promotional-authenticity ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 15, 2014 to Sep 24, 2015 - Published: Jul 28, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Promotional Authenticity trend ### Heritage Branding Brands are leveraging their history and heritage to establish connection with modern audience ### Authentic Messaging Brands are moving away from disconnected, high-tech advertising towards more human-emphasized themes ### Ageless Perceptions Promotions and marketing that encourage liberation from age-related constraints are becoming more common in a variety of industries ## What the Promotional Authenticity trend means for industry ### For 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 for Promotional Authenticity Trend score 3.5 out of 10, from popularity 60%, activity 37%, freshness 8%. - Popularity: 60% - Activity: 37% - Freshness: 8% ## Examples of the Promotional Authenticity trend 4 featured examples from May 15, 2014 to Sep 24, 2015. - [Age-Defying Commercials](https://www.trendhunter.com/trends/act-any-age): Kiehl's Act Any Age Social Media Campaign is Playfully Liberating (Category: Marketing) Implication: 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… - [Skype Call Car Ads](https://www.trendhunter.com/trends/land-rover-above-and-beyond-campaign): The Land Rover Above and Beyond Campaign Promotes Sharing Experiences (Category: Autos) Implication: Opportunities for car companies to create more content-driven advertising campaigns to appeal to younger, tech-savvy customers and enhance brand loyalty. - [Agricultural Alcohol Campaigns](https://www.trendhunter.com/trends/grey-goose-le-melon): The Grey Goose Le Melon Ad Highlights Brand Heritage and History (Category: Lifestyle) Implication: Companies can differentiate themselves by highlighting their unique production methods and partnering with local farmers to create high-quality products. - [Historic Brand Campaigns](https://www.trendhunter.com/trends/hudsons-bay): This Hudson's Bay Commercial Goes Back to the Brand's Roots (Category: Marketing) Implication: Retailers can leverage their history and brand identity to create marketing campaigns that distinguish them from competitors and connect with consumers. ## 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)