Category
Lifestyle
Assisted Choices
Trend cluster
Category
Self-Conscious
Selling
Products with cliched marketing histories use satire to earn consumer trust.
3.9
Trend score
Trend
What is the Self-Conscious Selling trend?
Self-Conscious Selling: Addressing cliched advertising tropes, marketers are using tongue-in-cheek satire to appeal to savvy consumers. This is particularly popular with products that have a specific go-to formula, communicating to the viewer that they are seen as critical, aware consumers. This establishes an appealing sense of connection and trust between the seller and viewer, all while providing an entertaining form of marketing.
Trend themes
Themes within the Self-Conscious Selling trend
Three behaviours holding the trend together01
Satire Marketing
Marketers are using tongue-in-cheek satire to appeal to savvy consumers and address cliched advertising tropes.
02
Integrative Advertising
Collaborations between brands and other media forms, e.g shows, boost publicity and create engaging and memorable ads.
03
Spoof Fragrance Ads
Unpretentious, humorous ads are challenging traditional perfume advertising with equally creative ads that use satire to amuse and intrigue consumers.
Industry implications
What the Self-Conscious Selling trend means for industry
Where the trend changes the playbookFor
Advertising and Marketing
Marketers can use satire and integrative campaigns to address cliched advertising, create engaging and memorable ads that bring publicity and engage the socially-conscious.
For
Entertainment and Media
Collaborations between brands and other media forms, e.g shows, not only create engaging and memorable ads, but also promote the shows and boost publicity for both parties involved.
For
Personal Care and Beauty
Creative and humorous ads are challenging traditional advertising for personal care products, with equally creative ads that use satire to amuse and intrigue consumers.
Trend signals
Trend signals for Self-Conscious Selling
Trend score 3.9 out of 10, from popularity 67%, activity 42%, freshness 8%.
Popularity67%
Activity42%
Freshness8%
Audience
70%Men
30%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Self-Conscious Selling trend
4 featured examples from Feb 3 to Jun 28, 2014CategoryMarketing
Satirical Body Spray Ads
These Axe Body Spray Ads Are Presented Like High-End Men's Perfume
Exploring disruptive ways to advertise and market fragrance products to differentiate from traditional approaches.
CategoryMarketing
Pig-Starring Insurance Ads
Media Collaborations by Geico and Portlandia is Boosting Publicity
Insurance companies like Geico are exploring innovative advertising strategies to stand out in a competitive market.
CategoryLife-Stages
Robotic Mother Donations
The War Child Canada Surrogaid Movement is a Satirical Campaign
Exploring new and creative ways to market charitable campaigns and engage audiences.
CategoryLifestyle
Nostalgic Sitcom Yogurt Ads (UPDATE)
The 2014 Oikos Super Bowl Ad Reunites the Cast of Full House
Disruptive innovation opportunity: Food and beverage companies can use nostalgia marketing to introduce and promote new products while leveraging the emotional connection consumer…
