# Regional Narrative Large and small brands tap into local love by leveraging geo-specific stories. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jul 4, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/regional-narrative ## Key Figures - Trend score: 4.8/10 - Evidence articles: 6 ## What is the Regional Narrative trend? **Regional Narrative:** In an effort to win consumer trust by tapping into a sense of community, large and small brands are leveraging hyper-local products and marketing explicitly based in familiar narratives to those in the region. This makes for extreme relatability that battles a natural sense of big-brand skepticism. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 22, 2016 to Aug 2, 2018 - Published: Jul 4, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Regional Narrative trend ### Hyper-Localization Brands are leveraging hyper-local products and marketing explicitly based in familiar narratives to those in the region for extreme relatability. ### Social Engagement Apps and products are encouraging social engagement through sharing tips and community-made items. ### Repurposing Products are being created from materials that would otherwise be discarded to combat waste. ## What the Regional Narrative trend means for industry ### For Retail Industry Retailers are experimenting with hyper-local approaches to store design and product offerings. ### For Food Industry Food waste reduction initiatives are encouraging the repurposing of ingredients and creating new products. ### For Travel Industry Apps are encouraging social engagement and providing hyper-local recommendations for travelers. ## Workshop question How does your brand or product fit into your customer's story? ## Trend signals for Regional Narrative Trend score 4.8 out of 10, from popularity 71%, activity 65%, freshness 8%. - Popularity: 71% - Activity: 65% - Freshness: 8% ## Examples of the Regional Narrative trend 6 featured examples from Oct 22, 2016 to Aug 2, 2018. - [Tokyo Culture Clothing Collections](https://www.trendhunter.com/trends/city-project): Used Future's City Project Capsule is Inspired by Japan (Category: World) Implication: Apparel brands should consider integrating diverse cultural elements into their collections to attract wider audiences and increase sales. - [Co-Working Community Shops](https://www.trendhunter.com/trends/wemrkt): WeWork's WeMRKT Showcases Products Made by Members (Category: Business) Implication: Co-working spaces can explore retail expansion to create additional revenue streams and support their members' products. - [Storytelling Cosmetic Shops](https://www.trendhunter.com/trends/cosmetic-shops): The Body Shop's Pop-Up Location Connects Consumers to Product Origins (Category: Eco) Implication: The cosmetics industry can leverage experiential retail to create immersive store environments that engage and educate customers about product origins. - [Hyper-Local Recommendation Apps](https://www.trendhunter.com/trends/dolo): 'Dolo' is a Social App for Sharing the Best Local Tips (Category: World) Implication: Opportunity for disruptive innovation in the location-based app industry by creating apps that provide hyper-local recommendations and insights. - [Hyper-Local Dumpster Desserts](https://www.trendhunter.com/trends/frozen-summer-treat): This Frozen Summer Treat Repurposes Ingredients from the Trash (Category: Eco) Implication: Opportunity for innovation in creating sustainable and innovative products that reduce food waste and utilize local ingredients. - [Localized Shoe Stores](https://www.trendhunter.com/trends/one-of-a-kind-store): Aldo's One-of-a-Kind Store in Toronto Reflects the Neighborhood’s Spirit (Category: Fashion) Implication: The retail industry can benefit by embracing hyper-local and high-tech designs for their stores to encourage foot traffic and improve customer experience. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)