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FuturistU > Marketing > Marketing in the Crisis of Authenticity > Module 2 / 4

Marketing Through Co-Branded Influence

Instructor: Gil Haddi
Social Media
Download the Social Media Trend Report
We’ll kick off this module by exploring a Megatrend that can almost single-handedly conquer the disconnect between how brands see themselves versus how consumers view their messaging, particularly when it comes to having an authentic brand message. We’ll dive deeper into how this Megatrend appeals to the Gen Z consumer, followed by a look at the next level of influencer marketing that you may not have seen coming.

When it comes to winning the future of marketing, everyone wants to feel represented and diversity will come into play in a major way. We end this module by looking at how shifting trends within diversity are impacting influencer marketing as well as branding trends more generally.
Related Trend Report: Social Media
Workshop Questions:
1. Are micro-influencers right for your brand? Why or why not?
2. How can you highlight the consumer, rather than an influencer or celebrity, in your marketing?
View Innovation Webinars

Featured Insights

Diversified Ambassador
Brands experiment with brand mascots & ambassadors to create more diversity
Trend - Realizing the need to be more open and inclusive with their audiences, brands are getting creative with their brand mascots and ambassadors. This is particularly the case with brands that shift the existing traditional norms around gender, disabilities as well as incorporating elements of CGI advances.
Workshop Question - How can you diversify your brand representation through the use of more inclusive marketing tactics?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Inclusivity
Big brands shift their marketing to be more inclusive in their messaging
Implications - Brand authenticity continues to be a priority among consumers, and with that, a desire for more inclusive initiatives are on the rise. Showcasing a bolder commitment to inclusivity across various categories, big name brands are adapting their marketing campaigns, packaging and even brand messaging to better reflect people of different genders, backgrounds, and physical ability. These shifts in marketing approaches speak to the growing number of brands working toward not only being more inclusive but also being more transparent and open about it as well.
Workshop Question - In what way could your brand and business speak to the social issues and concerns of your consumers in a more authentic way?
2.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
play_circle_filledStory-Based Diversity Campaigns
Story-Based Diversity Campaigns
P&G Produces Thought-Provoking, Sincere & Experience-Based Videos
P&G has a long-running diversity campaign called ‘My Black is Beautiful’ that pushes an inclusive agenda for people of color and minority groups. The ongoing initative is designed to... MORE
play_circle_filledInclusive Beauty Manifestos
Inclusive Beauty Manifestos
Sephora's 'Identify As We' Showases Non-Binary & Genderfluid People
Sephora recently launched a new We Belong To Something Beautiful company platform and along with it, the Identify As We campaign, which includes a new manifesto to make sure that all people feel... MORE
Inclusive Cosmetic Films
Inclusive Cosmetic Films
CoverGirl's Short Film Credits 1,000 Inspiring Women
CoverGirl recently launched its TruBlend Matte Made Foundation as its most expansive range and with it, a cosmetics film that pays tribute to all of the women who inspired its inclusive 40-shade... MORE
play_circle_filledStorytelling Family-Specific Ads
Storytelling Family-Specific Ads
McCain Launched the Differences Campaign That Focuses on Family
McCain Foods, the world’s largest manufacturer of frozen potato products, recently unveiled the ‘Differences’ commercial as part of its “We Are Family’ campaign. The... MORE
play_circle_filledInclusive Celebratory Donuts
Inclusive Celebratory Donuts
Tim Hortons & Special Olympics Canada Create a Special Olympics Donut
July 21st marks the Global Day of Inclusion and Tim Hortons celebrates with a Special Olympics Donut to continue transcending its message of #ChooseToInclude while helping direct the focus from... MORE

Insights by Trend Hunter AI

Inclusive Hair
Brands are pushing back against beauty standards with haircare campaigns
Trend - Beauty brands are encouraging self-expression through diverse hairstyles in new marketing campaigns. With a primary focus on textured hair, these campaigns challenge beauty standards and champion cultural roots and individuality. These campaigns leverage authenticity to capture new audiences.
Workshop Question - How could your brand expand its market presence by fostering a positive connection with its audience through transparency?
7.4
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?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Football Glamour
Beauty and skincare brands tap into Super Bowl advertisements
Trend - The Super Bowl, traditionally a bastion of sports and beer commercials, is now embracing the beauty and skincare industry. This shift is exemplified by the advertising presence of brands such as e.l.f. Cosmetics, CeraVe, and NYX.
Workshop Question - In what ways can your brand leverage current pop culture trends to diversify and expand your target audience?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Transparent Retail
Sustainable retailers highlight their initiatives and impact in-store
Trend - Sustainable stores and eco-friendly in-store initiatives are making the impact of their products clearer to their customers. These brands are using receipts, labels and displays to highlight production and sourcing processes--catering to the growing demand for transparency from businesses.
Workshop Question - How can your brand create trust with its customers via in-store experiences or initiatives?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Canadian Retail Expansions
Sustainable Canadian Retail Expansions
The Toronto Allbirds Brick-and-Mortar Store is Eco-Friendly
Sustainable lifestyle brand Allbirds is opening its first ever Toronto store, and second location in Canada on August 10th. Located in the heart of Yorkdale Shopping Centre retail complex, the store... MORE
Environmental Cost Receipts
Environmental Cost Receipts
ASKET's Impact Receipts Measure Water Usage, CO2 Emissions & More
Swedish clothing brand ASKET is tackling modern consumption habits by introducing The Impact Receipt, which provides customers with a detailed breakdown of the environmental cost associated with... MORE
Eco Big-Box Retailer Initiatives
Eco Big-Box Retailer Initiatives
The Target Zero Initiative Helps Shoppers Identify Sustainability
The Target Zero initiative is being launched by the brand as a way to help shoppers more easily locate the products that are in line with their sustainability goals when shopping either online or in-... MORE
Carbon-Conscious Oat Beverages
Carbon-Conscious Oat Beverages
These Vegan Beverages for Kids Label Their Carbon Footprint
Nude. and Mãe Terra Produtos Naturais e Orgânicos—two B Corp Certified companies—teamed up to create oat-based vegan beverages for kids with cartons that display carbon footprint information.... MORE
Environmental Impact Product Labels
Environmental Impact Product Labels
L'Oréal Product Impact Labeling Ranks the Brand's Products
The L’Oréal Product Impact Labeling is an educational initiative by the brand to help provide consumers with ample information related to how a product affects the environment. The labeling... MORE
Intimate Campaign
Brands recruit influencers and creators to share authentic stories
Trend - As brands pivot to more authentic representations of their customers, they're recruiting influencers and creators for campaigns that feel more intimate. Showcasing creators' personal stories through these campaigns creates deeper connections with customers--Gen Z in-particular.
Workshop Question - In what areas could your brand create more intimate connections with its customers?
5
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?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intersectional Campaign
Brands adopt a more intersectional approach to diversity and inclusion
Trend - In recent years, brands have adapted to demands for inclusion by incorporating it into their core values. Inclusion is taken even further by brands that are adopting intersectionality into campaigns or business models--offering a more nuanced and thoughtful approach to DEI.
Workshop Question - How could your brand incorporate intersectionality in its efforts toward inclusion?
5.2
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?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shoppable Short
Shoppable short-form video content enhances digital shopping experiences
Trend - Shoppable short-form video content and ads are becoming increasingly prominent digital strategies among brands across industries. This content merges traditional ads with modern tech habits--offering customers more engaging and convenient forms of online shopping.
Workshop Question - How could your brand more effectively engage customers with its online experiences?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends