Brands employ everyday people as ambassadors of their products and services
Trend - Brands are increasingly recruiting young ambassadors outside the realm of celebrities and influencers in order to have more accurate and relatable representation for their products and services.
Insight - The age of celebrity and influencer is being reassessed as young consumers become more critical of the role these individuals and institutions play in the social and economic issues that are becoming top-of-mind for many. The privilege and lack of accountability that's often flaunted by celebrity culture is being criticized more as people look to have representation in media, entertainment and marketing that's less aspirational. As consumers become more educated on regional and global issues, the role of the celebrity has come into question for its lack of accessibility.
Insight - The age of celebrity and influencer is being reassessed as young consumers become more critical of the role these individuals and institutions play in the social and economic issues that are becoming top-of-mind for many. The privilege and lack of accountability that's often flaunted by celebrity culture is being criticized more as people look to have representation in media, entertainment and marketing that's less aspirational. As consumers become more educated on regional and global issues, the role of the celebrity has come into question for its lack of accessibility.
Workshop Question - How could your brand offer more relatable and accurate representation in its campaigns?
Trend Themes
1. Redefining Celebrity - As young consumers become more critical of the role of traditional celebrities and influencers in marketing, brands are recruiting relatable everyday people as ambassadors for their products and services.
2. Youth-driven Marketing - Companies are seeking to tap into the interests and opinions of young people by employing teenage ambassadors and engaging them in creating content for social media platforms.
3. Employee-driven Branding - Companies are discovering new marketing opportunities by featuring real employee experiences in advertising campaigns, rather than relying on celebrity endorsements.
Industry Implications
1. Fashion and Beauty - The fashion and beauty industry is responding to consumer demand for more authentic representation by using everyday ambassadors as models and spokespeople.
2. Retail - Retailers are using new technologies and campaigns to offer more personalized experiences and to better connect with consumers.
3. Healthcare and Fitness - The healthcare and fitness industry is creating products and services tailored to the needs of healthcare professionals and making an effort to represent their diverse communities in marketing.
11 Featured, 95 Examples:
237,139 Total Clicks
Date Range:
Feb 19 — Nov 22
Trending:
Warm
Consumer Insight Topics:
