# Self-Conscious Selling Products with cliched marketing histories use satire to earn consumer trust. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Mar 31, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/selfconscious-selling ## Key Figures - Trend score: 3.9/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 3 to Jun 28, 2014 - Published: Mar 31, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Self-Conscious Selling trend ### Satire Marketing Marketers are using tongue-in-cheek satire to appeal to savvy consumers and address cliched advertising tropes. ### Integrative Advertising Collaborations between brands and other media forms, e.g shows, boost publicity and create engaging and memorable ads. ### Spoof Fragrance Ads Unpretentious, humorous ads are challenging traditional perfume advertising with equally creative ads that use satire to amuse and intrigue consumers. ## What the Self-Conscious Selling trend means for industry ### For 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 for Self-Conscious Selling Trend score 3.9 out of 10, from popularity 67%, activity 42%, freshness 8%. - Popularity: 67% - Activity: 42% - Freshness: 8% ## Examples of the Self-Conscious Selling trend 4 featured examples from Feb 3 to Jun 28, 2014. - [Satirical Body Spray Ads](https://www.trendhunter.com/trends/mens-perfume): These Axe Body Spray Ads Are Presented Like High-End Men's Perfume (Category: Marketing) Implication: Exploring disruptive ways to advertise and market fragrance products to differentiate from traditional approaches. - [Pig-Starring Insurance Ads](https://www.trendhunter.com/trends/media-collaborations): Media Collaborations by Geico and Portlandia is Boosting Publicity (Category: Marketing) Implication: Insurance companies like Geico are exploring innovative advertising strategies to stand out in a competitive market. - [Robotic Mother Donations](https://www.trendhunter.com/trends/war-child-canada-surrogaid): The War Child Canada Surrogaid Movement is a Satirical Campaign (Category: Life-Stages) Implication: Exploring new and creative ways to market charitable campaigns and engage audiences. - [Nostalgic Sitcom Yogurt Ads (UPDATE)](https://www.trendhunter.com/trends/oikos-super-bowl): The 2014 Oikos Super Bowl Ad Reunites the Cast of Full House (Category: Lifestyle) Implication: Disruptive innovation opportunity: Food and beverage companies can use nostalgia marketing to introduce and promote new products while leveraging the emotional connection consumer… ## 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)