Category
Lifestyle
Sugar Moderation
Trend cluster
Category
Aspirational
Urban
Suburban consumers turn to in-your-face urban marketing.
3.4
Trend score
Trend
What is the Aspirational Urban trend?
Aspirational Urban: Looking to regain a sense of their youth, boomers are being drawn towards commercials, print ads and interactive campaigns that glamorize suburban life through symbols of urbanity. Hip hop, lawlessness and bling appeal to the more risk adverse, routine-coveting Generation X in various forms of parody.
Trend themes
Themes within the Aspirational Urban trend
Three behaviours holding the trend together01
Aspirational Urban Advertising
Marketing strategies that glamorize suburban life through symbols of urbanity appeal to boomers and Generation X.
02
Rap-Inspired Marketing
Marketers have developed campaigns that imitate the style of pop and rap videos for young adult audiences, as seen in Toyota and Fiat 500L campaigns.
03
Grammatically Correct Rapping
Rap music can tackle social and educational issues, as educational or informative raps allow viewers a fun way to learn, as seen in the Mac Lethal rap.
Industry implications
What the Aspirational Urban trend means for industry
Where the trend changes the playbookFor
Automotive Industry
They've created unique brand campaigns to move beyond traditional advertising tactics and appeal to younger demographics.
For
Advertising Industry
Ad agencies have appropriated the trendy urban aesthetic in marketing campaigns for their clients across different industries.
For
Music Industry
New markets and sub-genres emerge as rap and hip-hop music continues to evolve and cater to new audiences with different interests, as seen in the grammatically correct rap.
Trend signals
Trend signals for Aspirational Urban
Trend score 3.4 out of 10, from popularity 67%, activity 28%, freshness 8%.
Popularity67%
Activity28%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Aspirational Urban trend
5 featured examples from Sep 2, 2011 to Dec 26, 2012CategoryAutos
Thug-Style Mommy Raps
'The Motherhood' Featuring Fiat 500L is the Best Car Commercial Around
Disruptive innovation opportunity: Car manufacturers can explore new ways to promote their vehicles by incorporating creativity, humor, and relatability in their advertisements.
CategoryPop Culture
Prejudiced Chick Parodies
'Sh*t White Girls Say to Black Girls' Propels Idiotic Stereotypes
Entertainment industry could take advantage of the popularity of parody videos and create similar content with similar themes.
CategoryAutos
Partially Animated Car Commercials
New Toyota Yaris Ads are Inspired by Pop & Rap Videos
Automakers can experiment with modern marketing techniques to better target younger audiences and promote their vehicles in a more dynamic and engaging way.
CategoryAutos
Swagged-Out Mommy Raps
British Mom Raps About Her Kids in the Motherhood
Automotive companies can leverage the popularity of rap videos featuring moms to promote family-friendly vehicles like the Fiat 500L.
CategoryPop Culture
Grammatically Correct Raps
Mac Lethal ‘You’Re VS. Your’ Brings it Back to the Ba
The music industry can capitalize on the potential popularity of grammatically correct rap.
