Category
Tech
Embedded Intelligence
Trend cluster
Category
Virtual
Transparency
Brands use virtual reality technology as an authentic branding tactic.
4.2
Trend score
Trend
What is the Virtual Transparency trend?
Virtual Transparency: Virtual reality is an increasingly popular tool in modern marketing, able to offer consumers a heightened and immersive sensory experience. However, rather than to thrill, many brands have begun to use virtual reality as a way to communicate authenticity. By offering consumers a behind-the-scenes look into the facilities or design process of a product, brands are committing to an ethos of transparency that goes above and beyond traditional tactics.
Trend themes
Themes within the Virtual Transparency trend
Three behaviours holding the trend together01
Authenticity Through Virtual Reality
Virtual reality is no longer just a tool to offer thrilling sensory experiences, but also a medium to communicate transparency and authenticity.
02
Empathy-Driven Virtual Reality
Virtual reality is increasingly being used to develop empathy in customers for brands, causes, and societal issues.
03
Immersive Virtual Reality Experiences
Brands are using virtual reality to create immersive experiences, allowing customers to feel like they are on location and get a first-hand look at the brand's operations and products.
Industry implications
What the Virtual Transparency trend means for industry
Where the trend changes the playbookFor
Marketing
Virtual reality is disrupting traditional marketing tactics, offering new ways to engage customers and communicate brand values.
For
Retail
Virtual reality is being used to create unique in-store experiences for customers, providing a new way to interact with products and brands.
For
Food and Beverage
Virtual reality is being used by food and beverage companies to showcase their production processes and supply chain, creating more transparency and building consumer trust.
Workshop question
How can you invite your customer behind the curtain to increase education and transparency?
Trend signals
Trend signals for Virtual Transparency
Trend score 4.2 out of 10, from popularity 68%, activity 48%, freshness 8%.
Popularity68%
Activity48%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Virtual Transparency trend
5 featured examples from Aug 24, 2015 to May 14, 2016CategoryEco
Soda Brand Factory Visits
This Coca-Cola Brazil Campaign Was a Response to Negative Rumors
Incorporating immersive consumer experiences and virtual reality tours can enhance brand engagement and trust in the beverage manufacturing industry.
CategorySocial Good
Empathetic Virtual Reality Retail
TOMS Takes Shoppers on Their Virtual Reality Giving Trip to Peru
Development of virtual reality hardware and software to enhance empathy and retail experiences.
CategoryMarketing
VR Farm Tours
This McDonald's Initiative Aims to Connect Consumers with the Company's Suppliers
Disruptive innovation opportunity: Using virtual reality technology to showcase transparent sourcing and farming practices, setting a new standard for the fast food industry.
CategoryWorld
Virtual Reality Coffee Tours
This Nescafe 360-Degree Video Showcases International Coffee Growers
Coffee companies can utilize virtual reality to showcase their sustainability efforts and differentiate themselves from competitors.
CategoryAutos
Immersive Car Creation Videos
This 360-Degree Virtual Reality Ad Tours the Infinity QX30 Interior
The automotive industry can utilize 360-degree virtual reality ads and immersive design process videos to showcase vehicles in a new and innovative way.
