# Redirected Narrative Brands confront negative consumer perceptions to change the narrative. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 1, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/redirected-narrative ## Key Figures - Trend score: 1.6/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 19, 2016 to Feb 1, 2018 - Published: Feb 1, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - 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, Europe, Asia ## Themes within the Redirected Narrative trend ### Authenticity Advertising Brands confront negative consumer perceptions to change the narrative by advertising their authenticity. ### Narrative Control Brands are taking control of the narrative to shift the conversation towards their strengths. ### Cheeky Advertising Cheeky ads are becoming more popular as brands seek to create buzz and engage with their audiences in unique ways. ## What the Redirected Narrative trend means for industry ### For 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 for Redirected Narrative Trend score 1.6 out of 10, from popularity 30%, activity 11%, freshness 8%. - Popularity: 30% - Activity: 11% - Freshness: 8% ## Examples of the Redirected Narrative trend 4 featured examples from Aug 19, 2016 to Feb 1, 2018. - [Health-Focused Christmas Commercials](https://www.trendhunter.com/trends/reindeer-ready): McDonald's #ReindeerReady Campaign Spotlights a Healthy Snack (Category: Lifestyle) Implication: Fast food chains can incorporate healthy food options in their menus and marketing to attract consumers who prioritize health. - [Confusing Fragrance Ads](https://www.trendhunter.com/trends/strange-old-spice-ad): A Strange Old Spice Ad Baffled and Intrigued Viewers During the Grammys (Category: Marketing) Implication: The Strange Old Spice ad demonstrates the potential for disruptive innovation in the advertising industry. - [Accusatory Furniture Ads](https://www.trendhunter.com/trends/allen-key-ad): IKEA's Allen Key Ad Comments on IKEA's Style Versus Its Perception (Category: Art & Design) Implication: Innovative strategies can disrupt the furniture retail industry with creative marketing campaigns that challenge traditional norms and promote unique value propositions. - [Comprehensive Clinic Commercials](https://www.trendhunter.com/trends/planned-parenthood-ad): The New Planned Parenthood Ad Reveals the Clinic's Many Services (Category: Marketing) Implication: Healthcare providers could use these multi-faceted commercials to promote all the services that they offer to a diverse audience. ## 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)