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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?
Jeremy Gutsche Keynote Speaker

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?
3.9
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?
3
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

In-Game Activation
Brands create pop-up experiences in popular video games
Trend - In-game marketing has become increasingly popular, with brands taking it to the next level with pop-up experiences they've curated in collaboration with popular video game brands. Everything from jewelry to personal hygiene brands have featured their products in the virtual world this way.
Workshop Question - What's a more novel way your brand could engage with its customers?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Jewelry
Jewelry brands become more inclusive in their products and respresentation
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?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Comfort Commercial
Ad campaigns take on more positive and soothing themes
Trend - As the world gradually lifts pandemic-related restrictions, brands are increasingly prioritizing "wellness" to help ease people's lingering anxieties. This includes ad campaigns that focus on comforting and relaxing themes that offer a more positive outlook on the future than what has been seen in the last year.
Workshop Question - How is your brand prioritizing post-pandemic transitions?
6
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?
4.9
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?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gender Wellness
Wellness and self-care initiatives for transgender people are on the rise
Trend - The wellness industry and its many facets are expanding to better accommodate the specific needs of trans people with specialty peer and professional support products and services. Individuals and brands alike are increasingly focusing on how they can better empower people within trans and non-binary communities.
Workshop Question - How is your brand authentically showing itself to be an ally for trans people and other marginalized communities?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Editorial
Photoshoots at home are being prioritized by brands in the fashion industry
Trend - Many fashion brands and magazines are continuing their operations during the COVID-19 pandemic with creative photoshoots that are staged at home. This venture, which is heavy on the DIY aesthetic, depicts models and even employees of the label or magazine in their personal quarters.
Workshop Question - Conceptualize an at-home campaign that will work for your brand.
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Clean Cosmetic
Black and POC-owned cosmetic brands accommodate clean and vegan preferences
Trend - The steady growth of cosmetic brands owned by Black and people of color has resulted in a more diverse and inclusive market. Many of these brands are also opting for natural, vegan or clean formulations that give consumers peace of mind when it comes to what they put on their skin.
Workshop Question - How is your brand prioritizing inclusive, "free-from" products?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ageless Campaign
Clothing brands ensure adequate age representation in their campaigns
Trend - The fashion industry's long history of exclusion is slowly being addressed, and brands in this space are now increasingly addressing age discrimination or exclusion by including models of all ages in their campaigns.
Workshop Question - How could your brand better represent the diversity of its target audiences?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends