Companies show transparency in their failures to humanize their brand
Implications - In the social media age, consumers have become more skeptical of big brands than ever. What they respond best to is transparency, an extreme form of which is self-deprecation and acknowledgement of failures. This speaks to the value of failure and the humanization that directly battles mistrust of brands.
Workshop Question - Where can you leverage self-deprecation and authenticity to connect with today's consumers who are less brand loyal than ever?
Trend Themes
1. Brand Transparency - As consumers become increasingly skeptical of big brands, companies are responding through transparency and acknowledgement of mistakes and failures.
2. Self-deprecation - Brands are using self-mocking humor in their advertising as a way to humanize themselves and build credibility.
3. Transparency in Pricing - Direct-to-consumer business models allow for increased transparency in pricing and offer customers honest and fair prices.
Industry Implications
1. Marketing and Advertising - The trend of brand transparency and self-mocking humor is disrupting traditional advertising techniques and requiring new creative approaches.
2. Retail and E-commerce - Direct-to-consumer business models are disrupting traditional retail models and allowing for increased transparency and honesty in pricing.
3. Fashion and Apparel - Lingerie and jewelry brands are using transparency in pricing and messaging to build trust and credibility with their customers.
8 Featured, 69 Examples:
148,797 Total Clicks
Date Range:
Dec 14 — Jun 17
Trending:
Warm
Consumer Insight Topics:
