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FuturistU > Marketing > Marketing in the Crisis of Authenticity > Module 1 / 4

Intro to Marketing in the Crisis of Authenticity

Instructor: Gil Haddi
Marketing in the Crisis of Authenticity
Download the Marketing in the Crisis of Authenticity Trend Report
We’ve all heard that today’s consumers value authenticity, but their trust in brand messaging has eroded over time as it becomes more difficult to sift through false advertising. Modes of communication that consumers have previously relied on, including peer reviews and unbiased influencers no longer seem to be sources of truth and integrity.

In this module, Trend Hunter’s SVP of Client Success, Gil Haddi, introduces the 3 biggest marketing tactics any brand can leverage in order to build trust in the eyes of the unsure consumer. Through the modules of Co-Branded Influence, Instant Gratification and AI Engagement, you will uncover ways to adjust brand messaging to adapt to the crisis of authenticity – and it’s a lot simpler than you may think.
Related Trend Report: Marketing in the Crisis of Authenticity
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Insights by Trend Hunter AI

Menstruation Merchandising
Brands are launching empowering products that destigmatize menstruation
Trend - Gen Z-focused brands are launching menstruation-inspired products and campaigns that uplift and empower women, aiming to destigmatize menstruation through wholesome branding and marketing. This helps younger women take more pride in their bodies and not resent the menstruation process.
Workshop Question - How could your brand reimagine its marketing for younger audiences?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Store Recycling
Brands in the cosmetic industry are increasingly prioritizing in-store recyling
Trend - In-store recycling is relatively common among tech retailers, and now even in the fashion industry. The next industry to take on in-store recycling is cosmetics--with the industry's high waste production becoming a concern among consumers and businesses alike.
Workshop Question - How could your brand better prioritize sustainability?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Jewelry
Jewelry brands become more inclusive in their products and representation
Trend - The North American jewelry industry has historically been relatively exclusive, and in the past that's had an impact on its accessibility for some demographics. Now, more brands in this space are prioritizing inclusion--in everything from LGBTQ+ representation to inclusive internal hiring initiatives.
Workshop Question - How is your brand effectively aligning itself with the values of consumers?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Hair
Hair care brands target the needs of Gen Z consumers
Trend - The hair care industry is increasingly catering to young consumers, with teenage Gen Z consumers being particular interest. Now, brands in this space are featuring playful branding, campaigns and claims that target teenagers.
Workshop Question - How is your brand shifting gears to prioritize Gen Z's needs and preferences?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alcohol Wellness
The alcohol industry takes inspiration from popular wellness practices
Trend - The continued popularity of the wellness (or self-care) industry in North America has resulted in alcohol brands now being inspired by various wellness practices. Products in this space include everything from electrolyte-infused beers to "mindfulness" wine branding.
Workshop Question - What popular industry could your brand realistically take inspiration from?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Multi Fragrance
Perfumes offer multiple benefits in order to enhance their appeal
Trend - Brands are being more creative with fragrances now, offering multiple functions in one product. Examples in this space include everything from perfumes with antibacterial formulas to hair perfumes that actually nourish hair.
Workshop Question - How is your brand enhancing its product/service?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Sleep
Clothing brands release eco-friendly sleepwear collections
Trend - Sustainability is now being adapted by brands that offer sleepwear, with clothing options that are made from environmentally friendly materials. These products cater to consumers who are adapting their overall lifestyles to be more eco-friendly.
Workshop Question - How is your brand authenticlly prioritizing sustainability?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Marketed Wanderlust
Brands launch traveling campaigns to attract consumers as lockdowns lift
Trend - As COVID-19 restrictions begin to loosen worldwide, brands are enticing consumers to start traveling again through new campaigns. These marketing schemes emphasize adventure after many experienced over a year of restlessness.
Workshop Question - How can your brand offer services/products that meet consumers' desire for new experiences?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Next Gen Water
Water brands are appealing to Gen Z through marketing and design
Trend - Gen Z consumers are poised to be the next new “crop” of consumers as they begin actively participating in the economy. As a result, brands in the water space are targeting this demographic with new initiatives that include self-care marketing, eco-friendly branding, and philanthropic initiatives.
Workshop Question - How can your brand pivot to meet these needs of Gen Z consumers?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seafood Sustainability
Direct-to-consumer seafood deliveries prioritize sustainable practices
Trend - D2C seafood deliveries are increasingly coming from sources that prioritize sustainable and ethical fishing practices that reduce their impact on the environment. These delivery services allow consumers to bypass third-party retailers that may not be transparent about their sourcing.
Workshop Question - How is your brand prioritizing transparency to strengthen customers' trust?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends