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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

Traceable Sustainability
Packaging brands are adding traceability to packages for verification
Trend - Packaging brands are creating tech-based solutions for traceability. These enable consumers, and partnered businesses, to trace packaging back to its source. Often via scanning a QR code, NFC touchpoint, or blockchain ID, it is easy for any user to verify stated sustainability claims.
Workshop Question - How could your brand deepen its connection to consumers by increasing transparency?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Sourceable Packagings
Sustainable Sourceable Packagings
Securikett's Eco-Friendly Packaging are Verifiable by Consumers
Securikett’s packaging solutions focus on sustainability and security. The company offers a range of eco-friendly packaging options, including PaperVOID labels and tapes, which are designed to be... MORE
Blockchain-Traceable Packagings
Blockchain-Traceable Packagings
'TraceX' Enables Consumers to Freely Verify Packaging Sources
TraceX Technologies is a company that leverages blockchain technology to enhance traceability and transparency within the food supply chain. Their traceability solutions enable businesses to track... MORE
Connected Fragrance Bottles
Connected Fragrance Bottles
Two Bastille Fragrances are Now Bottled with Links to Digital Twins
Two Bastille fragrances, including the best-selling Pleine Lune and the newly released Paradis Nuit, are enhanced with packaging that includes RFID tags and QR codes that link to cloud-based digital... MORE
Sustainable Ocean-Made Bottles
Sustainable Ocean-Made Bottles
NEO WTR Launches the New 100% Prevented Ocean Plastic Bottles
NEO WTR has recently announced plans to launch 100% Prevented Ocean Plastic bottles. The brand has unveiled a new range of spring water housed in fully recycled ocean-bound plastic bottles with... MORE
Traceable Moroccan Olive Oils
Traceable Moroccan Olive Oils
Moresh's Scannable QR Codes Take Consumers from Orchard to Bottle
Award-winning Moresh is the first Moroccan olive oil to offer full traceability thanks to a scannable QR code that takes consumers on a virtual journey from origins and harvests to bottling, testing... MORE
Personalized Mail
AI tools for personal and professional email writing enhance clarity
Trend - Generative AI is being used to create email-writing tools for both personal and professional use. While previous AI email generators focused on cold reachouts en masse, these tools are designed for smaller-scale use with a more personalized touch, as the tools learn the writers' styles.
Workshop Question - How can we leverage AI to enhance personalization and efficiency in both internal and external communications?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seamless Engagement
Pop-ups that require minimal time to engage consumers are gaining traction
Trend - Brands are creating passive pop-ups, such as billboards or signposts, that beget consumers to engage with only a brief action. These are more engaging than regular billboards while not requiring much time from consumers. Additionally, brands do not need to staff these pop-ups, thus reducing costs.
Workshop Question - How could your brand benefit from passive engagement opportunities to enhance its marketing strategies?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
play_circle_filledHug-Activated Marketing Machines
Hug-Activated Marketing Machines
UNIQLO France and The Pull Launch the Hug to Unlock Ad
UNIQLO France unveils the Hug to Unlock campaign with the help of Paris-based marketing agency The Pill. The campaign encourages passersby to embrace in a hug to initiate a surprise by the brand. It... MORE
play_circle_filledIllusory Fry Billboards
Illusory Fry Billboards
KFC is Promoting Its Fing Fing Cajun Chips with a Clever Billboard
In China, KFC is promoting its new Fing Fing Cajun Chips with an optical illusion billboard that has people literally shaking their heads. With “fing fing” meaning “shake” in... MORE
play_circle_filledFood Truck Billboards
Food Truck Billboards
McDonald's Transformed Billboards into Digital Food Truck Displays
McDonald’s Sweden recently launched a new fried chicken burger inspired by street food culture. As part of the launch campaign, the fast-food giant transformed digital-out-of-home (DOOH)... MORE
play_circle_filledRecord-Breaking AR Mirrors
Record-Breaking AR Mirrors
Maybelline New York & FFFACE.ME Debuted a Large Interactive Experience
Maybelline New York worked with XR company FFFACE.ME to unveil a record-breaking augmented reality mirror with a screen size of 43,000 square feet on the side of the Gulliver Mall in Kyiv. This AR... MORE
play_circle_filledDeserted Island Billboards
Deserted Island Billboards
Silk & Spice Set Up a Billboard for Fans to Go and Find
While most billboards are strategically positioned in high-traffic areas to maximize visibility, Silk & Spice is taking a different route, opting to set up a desert island billboard and initiate... MORE
Ethical Meat
Animal protein brands are highlighting ethical farming practices on packaging
Trend - Animal protein brands with CPGs are more heavily emphasizing ethical farming practices on product packaging. In addition to organic or cruelty-free labels, the ethically sourced label denotes a higher level of care given to the farmed animals, ensuring consumers of the brand's priorities and values.
Workshop Question - How could your brand incorporate ethical or sustainable practices into its business model to better connect with consumers?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kids Cosmetic
Makeup marketed toward Gen Alpha consumers is adapted as this demographic ages
Trend - To cater to the emerging Gen Alpha consumer, cosmetics companies are designing more sophisticated cosmetic lines. These products strike a balance between age-appropriate formulations and the high-end appearance favored by this demographic, influenced by trends on social media platforms.
Workshop Question - How can your brand cater to the evolving preferences of Gen Alpha as they become mature consumers?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Informed Restaurant
Restaurants are using AI forecasting tools to determine future menu items
Trend - Restaurants are using artificial intelligence (AI) analytics and forecasting tools to determine demand for each menu item. These tools use restaurant-specific and market-wide data to determine future-facing consumer interests, helping determine menu item creation and sales numbers.
Workshop Question - How could your company leverage its data with AI to improve its existing and upcoming services?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Driven Loyalty
Brands are using social activism to drive consumer loyalty programs
Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.
Workshop Question - How can your brand integrate activism and charitable actions into your consumer loyalty program to drive customer loyalty and differentiate from competitors?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Automated Reachout
AI-powered companies offer tools that automate email and mobile outreach
Trend - Brands are launching platforms that automate media and customer outreach campaigns with AI. These platforms streamline lead detection, determine the optimal method to reach out, and send the message at an effective time. These enable AI marketing for brands without technical backgrounds.
Workshop Question - How could your brand leverage AI-powered marketing to free workers' time for more complex tasks?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Advertisement
Startups are launching platforms that generate custom advertisements with AI
Trend - Startups are combining multiple artificial intelligence (AI)-based services into comprehensive platforms that generate custom advertisements. These use image, video, and text-generation to create entire marketing campaigns, streamlining the process for clients, and saving on time and budget.
Workshop Question - How could your brand leverage AI platforms to reduce annual costs while maintaining quality?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends