Category
Lifestyle
Assisted Choices
Trend cluster
Category
Redirected
Narrative
Brands confront negative consumer perceptions to change the narrative.
1.6
Trend score
Trend
What is the Redirected Narrative trend?
Redirected Narrative: Authenticity is key in the digital era, but providing authenticity while staying true to brand personality can be difficult. To achieve this, businesses that are perceived as disingenuous or dated are confronting these negative consumer perceptions head on through advertising. This shift follows the rise of more authentic marketing via online platforms, and channels authenticity in a way that grants the brand control of the narrative.
Trend themes
Themes within the Redirected Narrative trend
Three behaviours holding the trend together01
Authenticity Advertising
Brands confront negative consumer perceptions to change the narrative by advertising their authenticity.
02
Narrative Control
Brands are taking control of the narrative to shift the conversation towards their strengths.
03
Cheeky Advertising
Cheeky ads are becoming more popular as brands seek to create buzz and engage with their audiences in unique ways.
Industry implications
What the Redirected Narrative trend means for industry
Where the trend changes the playbookFor
Advertising
The advertising industry has to keep innovating as new trends emerge to meet the needs of clients and target audiences.
For
Consumer Goods
Consumer goods industries can leverage authenticity and narrative control to improve brand image and change perceptions.
For
Fast Food
Fast food chains can benefit from health-focused advertising like McDonald's #ReindeerReady campaign, attracting new customers and promoting healthy eating options.
Workshop question
How can your brand better embody the authenticity and accountability that consumers increasingly seek in their purchase decisions?
Trend signals
Trend signals for Redirected Narrative
Trend score 1.6 out of 10, from popularity 30%, activity 11%, freshness 8%.
Popularity30%
Activity11%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Redirected Narrative trend
4 featured examples from Aug 19, 2016 to Feb 1, 2018CategoryLifestyle
Health-Focused Christmas Commercials
McDonald's #ReindeerReady Campaign Spotlights a Healthy Snack
Fast food chains can incorporate healthy food options in their menus and marketing to attract consumers who prioritize health.
CategoryMarketing
Confusing Fragrance Ads
A Strange Old Spice Ad Baffled and Intrigued Viewers During the Grammys
The Strange Old Spice ad demonstrates the potential for disruptive innovation in the advertising industry.
CategoryArt & Design
Accusatory Furniture Ads
IKEA's Allen Key Ad Comments on IKEA's Style Versus Its Perception
Innovative strategies can disrupt the furniture retail industry with creative marketing campaigns that challenge traditional norms and promote unique value propositions.
CategoryMarketing
Comprehensive Clinic Commercials
The New Planned Parenthood Ad Reveals the Clinic's Many Services
Healthcare providers could use these multi-faceted commercials to promote all the services that they offer to a diverse audience.
