current
Marketing with Real People
Brands are building trust and fostering deeper connections by featuring real people and their stories in their marketing.
Themes
Timeframe
immediate
Categories
Subcategories
Impact areas
Detailed Analysis
In a world saturated with fakery, brands are turning to authentic storytelling featuring real people to counter deception and build trust. This trend is driven by the increasing importance of trust in brand profitability and effectiveness. Burger King's 'Bundle of Joy' campaign, featuring unfiltered photos of new mothers, exemplifies this approach, allowing real life to express itself and creating genuine emotional resonance.
Context Signals
IPA Effectiveness Awards data showing link between trust and business outcomes
McDonald's 'A Second of Happiness' campaign using candid customer photos
NotCo's 'Mayo Haters' campaign leveraging authentic negative feedback
Edge
Hyper-real, user-generated content will become even more valuable, blurring the lines between advertising and reality.
Brands that empower their customers to tell their stories will build stronger communities and foster deeper loyalty.
The focus on individual narratives will create opportunities for personalized marketing experiences that resonate on a deeper emotional level.
