{"id":10506,"date":"2023-08-22T12:53:58","date_gmt":"2023-08-22T12:53:58","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/trends-that-brands-should-keep-tabs-on-for-the-rest-of-the-year\/"},"modified":"2023-08-22T12:54:01","modified_gmt":"2023-08-22T12:54:01","slug":"trends-that-brands-should-keep-tabs-on-for-the-rest-of-the-year","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=10506","title":{"rendered":"Trends that brands should keep tabs on for the rest of the year"},"content":{"rendered":"

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Inclusive exclusivity. Distorted reality. Pop nihilism.<\/p>\n

No, you didn\u2019t hit your head. Those are just a few of the trends that Horizon Media predicts will influence the rest of this year, per the second volume of its Top Trends 2023 report. The report is based on the beta version of the agency\u2019s Cultural Calculator, which relies on survey research, social media tracking, and more to identify the scope of a trend, according to Maxine Gurevich, SVP of cultural intelligence.<\/p>\n

Horizon identified six trends altogether, including a curiosity for sports among Gen Z, demand for democratized healthcare, and a yearning for \u201cmoments of wonder\u201d to combat heightened anxiety and depression. Here are a few takeaways to keep in mind.<\/p>\n

Commoditizing community: <\/strong>Exclusive and VIP experiences are looking different these days \u201cas people make belonging an integral aspect of the luxury experience,\u201d according to the report.<\/p>\n

Time spent in relative isolation, widening social and economic gaps, and content like Succession <\/em>\u201cvillainizing\u201d the elite could be some contributors to the shift.<\/p>\n

For brands, that means some might have to shift their approach to VIP experiences and rewards, considering 62% of young US adults who Horizon recently surveyed prefer to buy a product or service because it makes them feel a sense of belonging to a community.<\/p>\n

\u201cThis idea of exclusivity is being redefined,\u201d Gurevich said. For instance, she said some traditional luxury brands are tapping into subcultures and fandom communities. The report points to Moe\u0308t & Chandon\u2019s recent collab with streetwear designer Just Don on an NBA-inspired collection.<\/p>\n

\u201cI think that is one of the great ways to help people feel like they have access to things, and they\u2019re willing to dish out the money, whether they\u2019re part of the 10% or not,\u201d she said.<\/p>\n

Fake out: <\/strong>Generative AI has helped create a world where \u201creality is up for grabs\u201d and \u201cincreasingly, imitation rules,\u201d Horizon found.<\/p>\n