Why is it Trending?The topic is trending because it challenges the widely held belief that personalization is key to engaging Gen Z. The study reveals that Gen Z actually prefers personal recommendations over algorithmic ones and values authenticity, transparency, and real-life experiences more than hyper-personalization. This counter-intuitive finding is significant for brands and marketers targeting…
Category: Authentic
Insight of the Day: Now that everyone dresses the same, is logging off the secret to cool style?
Why the Topic is Trending: The topic is trending because consumers increasingly seek authenticity and individuality in fashion by disconnecting from social media-driven trends.Overview: As fashion increasingly homogenizes through internet-driven microtrends, the appeal of genuine, offline-inspired personal style rises, prompting individuals to “log off” and cultivate true individuality away from digital platforms.Detailed Findings: • Main…
Insight of the Day: On Trade trend predictions for 2025? What if there aren’t any?
Why It Is the Topic Trending The spotlight is on On-Trade trends (bars, pubs, restaurants, clubs) because consumer behaviors have changed significantly. People now focus on social connection and authenticity, rather than experimenting with new drinks. The resurgence of heritage brands like Guinness is fueling debate about whether truly disruptive innovation can still emerge in…
Insight of the Day: Beyond the Runway: five trends shaping the future of influencer commerce
Why?These five trends are shaping the future of e-commerce by emphasizing trust, values, niche targeting, convenience, and engaging content. Brands that adapt to these shifts and prioritize authenticity, values alignment, micro-influencer strategies, seamless social shopping, and creative influencer partnerships will be best positioned to thrive in the evolving e-commerce landscape. Why is the topic trending?The rise of…
Insight of the Day: Are brands marketing luxury wrong? Getty data shows consumer mismatch
Why is this topic trending? • “The White Lotus” Popularity: The return of HBO’s hit show “The White Lotus,” set in Thailand, is significantly influencing travel trends and marketing strategies. • Luxury Travel Interest Surge: The show is cited as a driver for an increased interest in “luxury travel” visuals, indicating a shift in consumer desires. •…
Insight of the Day: When real skin meets real social: Avène gets unfiltered
Why it is the topic trending: • “Realness” in Beauty Advertising: The article is trending because it highlights a beauty brand, Avène, embracing unfiltered authenticity in its advertising, a significant departure from typical beauty industry norms and resonating with current cultural conversations around body positivity and digital authenticity. • Gen Z and Authenticity: The campaign directly targets…
(Viral) Insight of the Day: What is the ‘inverted filter’ TikTok trend – and why are people losing their minds over it?
Why It’s Trending The inverted filter trend on TikTok has gone viral as it claims to show users a flipped version of themselves—the way the world supposedly sees them. This playful twist on beauty filters has captured attention because it forces people to confront and question their self-image in a platform where appearance is everything.Overview…
Insight of the Day: Is your brand down to earth or lost in the clouds?
Why it is the Topic Trending As AI-generated content becomes more prevalent, consumers increasingly seek authenticity and human connection. This shift is driving the trend towards genuine, raw, and unpolished content.Overview The article discusses how brands can maintain their human touch in an era dominated by AI. It emphasizes the importance of authenticity and humor…
Insight of the Day: What’s cool in 2025? Depends on who you ask
Why It’s Trending Coolness is a perennial cultural conversation—but in 2025, it has taken on new dimensions. The podcast “How Cool Is This?” has returned to its original question, driving interest as audiences and experts alike seek to define cool in an era of rapidly shifting trends and diverse cultural influences. The topic resonates because…
Insight of the Day: Swinging from throwaway microtrends to personal styling
Why It Is Trending Consumers are growing weary of ephemeral, online-generated microtrends—saturated on platforms like TikTok—and are now gravitating toward sustainable, authentic personal style that works in real-life (IRL) settings. Between 2023 and 2024, the rapid proliferation of digital microtrends became unsustainable both economically and environmentally, spurring a widespread pivot toward long-lasting style and thoughtful…
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