Trendwatch: Maturialism

This article describes the trend of brand 'maturialism' - quirky and daring campaigns that grab attention.

Trendwatch: Maturialism

David MattinTrendwatching.com

It's increasingly difficult to capture the attention of consumers who are bombarded with images, content and must-buy products at every turn. Cynical and fatigued, they are immune to seen-it-before products, vanilla brands or bland campaigns that offer little in the way of excitement or entertainment.

That's why they will appreciate, if not expect, brands that deliver some Maturialism: think daring, quirky and risqué campaigns, products and services. In a social media-led world, it's the stories that surprise, amuse or shock that are shared as consumers seek to derive status and differentiation from the extraordinary and...

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