Category
Lifestyle
Assisted Choices
Trend cluster
Category
Social
Fearvertising
Using fear to drive social concern among consumers.
3.4
Trend score
Trend
What is the Social Fearvertising trend?
Social Fearvertising: Self fearvertising is often used by marketers to convince consumers to buy products so they can alleviate their fears of turning into unwanted versions of their future selves -- for example, the fear of becoming someone who is overweight, bald or a bad parent. Now, social cause marketers are turning to social fearvertising, in which the fear elicited is not fear for oneself, but rather fear for <i>others</i>. This naturally draws upon feelings of guilt, which in turn persuades consumers to notice or take action about some particular social cause or issue.
Trend themes
Themes within the Social Fearvertising trend
Three behaviours holding the trend together01
Social Fearvertising
Social cause marketers are turning to social fearvertising, which elicits fear for others and promotes social awareness or action.
02
Activism via Social Media
Campaigns like Kony 2012 heavily rely on social media, showing a new wave of activism reaching much larger audiences.
03
Vigilance Advertising
Campaigns like City of Vancouver People are Fragile aim to increase vigilance and promote the importance of safety over convenience.
Industry implications
What the Social Fearvertising trend means for industry
Where the trend changes the playbookFor
Marketing
The rise of fearvertising highlights a shift in marketing, and further opportunities lie in campaigns aimed at social causes or activism.
For
Nonprofit
Ads and campaigns promoting social causes present opportunities for nonprofits to create awareness and promote action or donation.
For
Healthcare
Vigilance advertising can be directed at healthcare, urging patients to also take responsibility for their own safety.
Trend signals
Trend signals for Social Fearvertising
Trend score 3.4 out of 10, from popularity 44%, activity 49%, freshness 8%.
Popularity44%
Activity49%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Social Fearvertising trend
7 featured examples from Mar 4 to Mar 24, 2012CategoryMarketing
Roadkill Canine Ads
Society for Abandoned Animals 'Dead Dogs' Campaign Takes it to the Streets
Opportunity for advertising agencies to create innovative and attention-grabbing campaigns for their clients.
CategoryPop Culture
Supercharged Social Media Activism
The Kony 2012 Video Looks to Save "Invisible Children"
Innovative approaches to utilizing social media and viral videos to raise awareness and funding for charitable causes.
CategoryNaughty
Unwelcoming Womanhood Ads
The Kirira Foundation Campaign Depicts Women as Stony Statues
Disruptive innovation opportunity: Leverage technology and creative strategies to drive progress and create positive social change in areas such as women's rights.
CategoryMarketing
Porcelain Pedestrian Ads
The City of Vancouver People are Fragile Campaign Promotes Safe Crossings
Disruptive innovation opportunity: Developing innovative ad campaigns that effectively communicate important safety messages and promote social responsibility.
CategoryMarketing
Fading Youth Ads
The Prince's Trust Campaign Helps Young Adults Get Jobs and Training
Disruptive innovation opportunity: Leveraging augmented reality in advertising campaigns to create interactive and engaging experiences for young adults, raising awareness on impo…
CategoryMarketing
Alleyway Attack Ads
The World Asthma Foundation Campaign Shows That the Disease Can Hit Anytime
Opportunity for healthcare providers to develop personalized asthma management plans and technologies.
CategoryLifestyle
Hospitalized Politician Ads
The ADMD Campaign Urges the French Government to Embrace Euthanasia
Disruptive innovation opportunity: Implementing technology-driven solutions that improve pain management and enhance the quality of end-of-life experiences.
