Advertising that pokes fun at the pandemic is controversial but cathartic
Trend - Though controversial, poking fun at elements of quarantine is an advertising tactic consumers seem to react positively to. Campaigns, special-edition products, and even charitable organizations are employing this humor-forward approach to communicate authenticity.
Insight - In times of volatility, consumers find the ability to make light of a bad situation cathartic. This tactic is not something all consumers react positively to, but for some, it not only provides respite in times of crisis and chaos, but also communicates a sense of authenticity and therefore, much-needed comfort. This tactic will remain relevant beyond times of chaos for that very reason. It speaks to a new definition of authenticity that's more in line with social media communication.
Insight - In times of volatility, consumers find the ability to make light of a bad situation cathartic. This tactic is not something all consumers react positively to, but for some, it not only provides respite in times of crisis and chaos, but also communicates a sense of authenticity and therefore, much-needed comfort. This tactic will remain relevant beyond times of chaos for that very reason. It speaks to a new definition of authenticity that's more in line with social media communication.
Workshop Question - What is one part of your business consumers don't like? How could you lean into it to communicate authenticity?
Trend Themes
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Humor Forward Advertising — Poking fun at elements of quarantine is an advertising tactic that consumers seem to react positively to, providing respite in times of chaos and crisis and communicating a sense of authenticity that will remain relevant beyond times of chaos for that very reason.
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DIY Trends — DIY solutions are becoming increasingly popular in response to shortages caused by panic buying due to the current health crisis. Brands that can provide consumers with creative DIY solutions have an opportunity to seize a powerful moment of connection with consumers.
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Social Distancing Products — Brands are modifying their logos, creating menu items, and marketing material that encourage people to keep space between one another in playful ways while reminding them that social distancing measures are still in place and expected to continue, opening up opportunities for innovative branding.
Industry Implications
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Advertising — Humor forward advertising campaigns can provide respite in times of crisis and chaos, attracting consumers to brands as authentic and sensitive.
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Manufacturing — With the increasing popularity of DIY solutions, brands should explore creating products that customers can easily build themselves to embrace this trend and establish differentiation.
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Food and Beverage — Social distancing products and initiatives enable restaurants and fast food chains to creatively promote their brands while protecting customers and staff in the COVID-19 era.
5 Featured, 45 Examples:
135,802 Total Clicks
Date Range:
Mar 20 — Jun 20
Trending:
Warm
Consumer Insight Topics:
