Member Exclusive: Latest Trend Hunter Report Explores the Power of Authenticity

October 24, 2024 | Toy Association members can now access a complimentary new Trend Hunter report that explores a significant shift toward brand authenticity and genuine audience engagement. This momentum is being propelled by the widespread skepticism from younger generations toward traditional advertising, creating a demand for transparency, accountability, and ethical practices in the brands they support.

The report also shows how brands are creating more meaningful interactions, being transparent about carbon footprints, and aligning with social causes to build deeper connections with their audiences.

Some examples highlighted in this report include:

• Mental Health-Supporting Campaigns — Often through financial partnerships with charities, brands are showing their support for social causes and are investing necessary resources to address mental health concerns and support community well-being. For example, Selena Gomez’s beauty company Rare Beauty partnered with Sephora for a Make a Rare Impact campaign to support young people struggling with their mental health. One hundred percent of Rare Beauty product sales at Sephora on World Mental Health Day (October 10) were donated to the Rare Impact Fund.
  
  
• Traceable Sustainability — There is currently no convenient way for the average consumer to verify most sustainability claims. While some packaging solutions are more transparently eco-friendly like paper-based options, others are harder to assess. Some companies, such as Two Bastille Fragrances, are starting to provide consumers with clear, verifiable information for helping their customers make informed choices about the products they buy. The company has printed QR codes on its perfume bottle packaging so when someone scans the box, they can verify authenticity; access a traceable supply chain; and learn about the bottling date, olfactory values, and fragrance composition.
  
  
• Eco Accountability — Consumers are holding brands responsible for their environmental impact and taking eco-action into their own hands by exposing greenwashing, demanding transparency, and advocating for sustainable practices. To demonstrate its commitment to taking youth climate concerns seriously, the Environmental Protection Agency (EPA) established the National Environmental Youth Advisory Council (NEYAC) to provide independent advice and recommendations on how to increase EPA's efforts on a range of environmental issues as they relate to youth, with an emphasis on communities below 29 years of age. Council members will provide a critical perspective on how the impacts of climate change and other environmental harms affect youth communities, and how to work toward solving those problems.

This report is the latest in a series from Trend Hunter that is exclusive to Toy Association members. These reports offer in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, members can click on the report’s consumer insights examples, scroll down, and click the images for further information.

TrendHunter.com has accumulated nearly 3 billion views from more than 100 million visitors. The data research company helps clients “Dive Deeper,” “Work Smarter,” and “Save Effort” in order to increase the overall success of their companies and brands.