Trendwatch: Bitter truths

This short article explores the rise of the trend 'bitter truths': a consumer appreciation for brands that constructively speak out about individual or social ills.

Trendwatch: Bitter truths

David MattinTrendwatching.com

In search of a powerful new way to capture the attention, and win the respect, of consumers in 2014? Try devising a campaign or service innovation around the intensifying tendency among many consumers to embrace Bitter Truths.

In 2014, consumers will embrace brands that dare to hold a mirror up to individual or social ills. While actively shaming, frustrating or inconveniencing consumers might feel risky, brands that pioneer honest, constructive and impactful initiatives along these lines will earn the respect of many target consumers, and even achieve reach across previously untouched swathes of society....

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