Category
Business
Assisted Conversion
Trend cluster
Category
Purposeful
Pop-Up
Pop-ups center around topical local issues and how to address them.
5.7
Trend score
Trend
What is the Purposeful Pop-Up trend?
Purposeful Pop-Up: Businesses across industries are using pop-ups to highlight local causes (that are also globally relevant) in order to market their personal brand, while also engaging their customers. In an age where consumers are increasingly in-tune with both regional and global issues–and willing to support those causes–brands creating pop-up spaces that do so are prioritizing the empowered and goal-driven customer.
Insight
The consumer insight behind the Purposeful Pop-Up trend
Consumers are inevitably more aligned with causes that they're able to see themselves, as basic human empathy often stems from personal experience and social connections. Thus, they're more likely to get involved in causes that are immediately observable to them and their own community--taking a grassroots perspective that slowly fuels global initiatives.
Trend themes
Themes within the Purposeful Pop-Up trend
Three behaviours holding the trend together01
Local Cause Marketing Pop-Ups
Brands are increasingly using pop-ups to highlight global and regional issues that appeal to empowered and goal-driven customers.
02
Online Business-Supporting Pop-Ups
Online retailers and e-commerce giants like Amazon are using pop-ups to give small online businesses the chance to showcase their products in physical retail spaces for the first time ever.
03
Pop-Up Museums
Campaigns like 'Question How You Hydrate' by Lonely Whale are creating pop-up museums that raise awareness of global issues like pollution and the environment with immersive, interactive experiences.
Industry implications
What the Purposeful Pop-Up trend means for industry
Where the trend changes the playbookFor
Retail Industry
The trend towards cause marketing pop-ups and online business-supporting pop-ups presents business professionals with an opportunity to connect with socially-conscious consumers, particularly young adults.
For
Marketing and Advertising Industry
Pop-up campaigns like the Lonely Whale Museum of Plastic are disrupting traditional marketing methods by offering immersive and interactive brand experiences that appeal to socially-conscious, younger consumers.
For
Nonprofit Industry
Collaborating with brands to create pop-up spaces that highlight social, environmental or other issues is a way for non-profits to draw attention to their causes and potentially attract new donors and volunteers.
Workshop question
How could your brand create pop-up experiences that target regional or global issues?
Trend signals
Trend signals for Purposeful Pop-Up
Trend score 5.7 out of 10, from popularity 85%, activity 78%, freshness 9%.
Popularity85%
Activity78%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Purposeful Pop-Up trend
4 featured examples from Feb 7 to Sep 9, 2019CategoryEco
Pop-Up Plastic Museums
Lonely Whale's Museum of Plastic Boasts Selfie-Friendly Displays
Hotels, restaurants and cafes can benefit from having themed pop-up museum collaborations with socially conscious partners.
CategoryBusiness
Small Business-Supporting Pop-Ups
Amazon 'Clicks and Mortar' Gives Online Businesses Store Space
The retail industry can benefit from providing physical retail space for small online businesses.
CategoryBusiness
Women-Supporting Shopping Pop-Ups
The Visa Everywhere Fashion Week Pop-Up Champions Female Leaders
Creating innovative pop-up shopping experiences that focus on supporting female-founded brands, attracting customers through unique offerings and a socially conscious shopping exp…
CategorySocial Good
Refugee-Aiding Pop-Ups
The Choose Love Pop-Up in London Was Launched by Help Refugees
Retail industry can adopt charity pop-ups to showcase their products and support social causes.
