Aspects of family life appeal to ethnically diverse groups
Implications - The aspect of family is something that crosses consumer demographics, and therefore is being adopted by brands as a means to connect more organically with diverse ethnic groups. Playing up the sentimental aspect and often speaking to cultural tradition or tone, this tone lends to a sense of authenticity.
Trend Themes
1. Ethnic Family Appeal - Brands are using the aspect of family to connect more organically with diverse ethnic groups.
2. Stereotype-busting Ads - Ads that poke fun at stereotypes and cliches are becoming popular among brands to appeal to diverse audiences.
3. Sentimental Marketing - Brands are using sentimental moments in their advertising to connect with a more mature and emotional consumer base.
Industry Implications
1. Fashion Industry - Brands are finding muses in people from different walks of life to diversify they campaigns and expand their market penetration.
2. Food Industry - Brands are participating in campaigns to provide food to families in need to foster a more positive community identity and establish themselves as do-gooders.
3. Beverage Industry - Beverage companies are using sentimental marketing to connect their products to life experiences and encourage nostalgia-driven purchases and brand allegiance.
