Influencers are replaced by representatives of social change in online campaigns
Trend - The pandemic ushered in varying degrees of change, including a political reckoning wherein the idea of activism became more mainstream and social media-friendly. Brands looking to participate in these conversations in a way that goes beyond lip service are doing so by replacing influencers with known activists.
Insight - Replacing influencers with activists is a way brands can use resources to shine a light on an issue of relevance to them and their customers. This humanizes the brand, and hypothetically, brings positive exposure to the cause in question. That said, today's consumer is much more discerning when it comes to corporate social responsibility. Though partnering with an activist is comparatively more socially conscious than partnering with an influencer, these partnerships will be best received if tangible results related to the cause are tracked and shared.
Insight - Replacing influencers with activists is a way brands can use resources to shine a light on an issue of relevance to them and their customers. This humanizes the brand, and hypothetically, brings positive exposure to the cause in question. That said, today's consumer is much more discerning when it comes to corporate social responsibility. Though partnering with an activist is comparatively more socially conscious than partnering with an influencer, these partnerships will be best received if tangible results related to the cause are tracked and shared.
Workshop Question - What is a cause that is important to your brand, and how can you become more vocal and active about it?
Trend Themes
1. Activist Marketing - Brands are replacing influencers with known activists to humanize their brand, support a cause and bring positive exposure to the cause in question.
2. Youth Changemaker Platforms - Digital platforms are being created to highlight youth leaders who are taking corrective actions for creating a more sustainable and inclusive future.
3. Branded Thought-provoking Podcasts - Brand-driven podcasts are featuring thought-provoking discussions around social, environmental, and personal care topics, facilitating a better tomorrow.
Industry Implications
1. Fashion Industry - Focusing on youth activist campaigns and partnerships with individuality-promoting brand activists can bring more positive exposure to the fashion industry and help brands as well as activists in promoting their goals and missions.
2. Sports Industry - Sports companies can take inspiration from adidas' female-inspired basketball court, promoting female-sponsored basketball events, and empowering up-and-coming female athletes.
3. Beauty and Skincare Industry - Beauty and skincare brands can promote eco-friendly and ethical production while creating immersive campaigns and podcasts, enabling deeper connections with consumers through thoughtful conversations and topics.
6 Featured, 54 Examples:
99,275 Total Clicks
Date Range:
Aug 20 — Jul 22
Trending:
Average
Consumer Insight Topics:
