Every year the infamous trends list get’s sent far and wide. Hundreds of bloggers, journalists, opinion and thought leaders, and CEO’s who have someone managing their LinkedIn – post a trends piece (I am very well aware of the irony of me doing one too, don’t you worry dear reader).
In digital marketing alone, there has been talk of 42 trends in the space alone. 42 TRENDS. That is mental. From augmented reality, to programmatic advertising, to personalisation, to chat bots, to virtual reality, eco-friendly websites, and the list goes on and on. Ideally, I would like to see three or four, maybe five, trends that really jump out in 2020.
These are some trends that I’d like to see in 2020.
- REAL conversations about mental health from big players in each industry as well as the workforce in those industries, changing the narrative from within.
- Environmentally conscious campaigns
- Body positivity focusing more on health, rather than on confidence.
- Campaigns about talking openly about mental health, woman and child abuse, LGBTQ+, and acceptance.
Join The Party
We see fashion trends, food trends, photography trends, advertising trends, social media, film, environment, health, and the list goes on and on. But one, very important and sometimes elephant in the room, is the mental health trend. Relax, I’m not saying your shrink needs to post a blog about the 20 trends to help you chill the f*** out – but it wouldn’t hurt would it?
Or, what if the other gigantic industries who “support” mental health, wrote pieces about how their industry is going to support those with mental health issues. Men and women magazines will have an article about “Feeling comfortable in your body at any age!” on page 5, and then “Why your tummy goes flabby at 40” on page 20, and “Eat what you want, stay slim”, page 33 and “Foods that have made you fat!” on page 47. What the actual eff is that. You read that 20 crunches every day will get you a six pack in 8 weeks and 10 pages later you are reading that you just need to do the 5:2 diet and you’ll live to 132, but then the vegan influencer you follow says than 21 snacks throughout the day is actually the key to a healthy gut.
It’s all very confusing, no wonder everyone is so confused and depressed.
The fashion industries trend should be saying how they are going to monitor photoshopped images, false advertising, and false perceptions of how a body should look to be perceived as beautiful. Because that Gucci crop top might look incredible on a Kardashian but nobody has hips or a waist like that – not even them, there’s even a blog called ‘Every Kardashian photoshop fail“.
I’m not saying it should be advertised as healthy to be obese either – which I think the industry also needs to tackle, that promoting body positivity is amazing, and carry on with that, but promoting obesity and unhealthy eating habits, isn’t ideal either. Body positivity also isn’t new, it’s been around since the 60s – but with social media it has taken off. This piece in the New York Times sums up exactly what is wrong with the movement. It is extremely important to differentiate body positivity and health. You can be chubby and healthy, but also chubby and extremely unhealthy.
Don’t let someone’s post on Instagram make you feel shit about yourself. It’s not worth it.
People get forced fed what life should be like online, when only about 1% of the worlds population actually live that life – and are they even happy? Influencers who seem to have it all – tanned, shredded, travel, fit, gorgeous, and have a huge following – are they really happy though? Living their entire life on camera? And what is their plan in 5 years time when the botox starts to melt, and the six packs disappear? And everyone’s been to Bali? We live in a very fickle world. Don’t let someone’s post on Instagram make you feel shit about yourself. It’s not worth it.
Here is a brilliant campaign done in Scotland, and we need to see more of these. Simply asking, “Are you okay?” can save a life.
LGBTQ+ ad, all about acceptance. Conversations around acceptance need to start happening from mainstream media and companies. Who cares what people do in their spare time, how they look, who they love, and what they wear? Get over it.
Protecting our women and children, and focusing on targeting the decline of gender based violence. There are a lot of adverts out there from NPO’s and NGO’s but none from any mainstream media or large companies. This ad focuses on men who are at risk of abusing women – which I think is a brilliant angle to tackle abuse.
People at the helm of industry leading companies, and thought leaders who promote these companies, have a lot of opportunity to change the narrative when it comes to online conversations and perceptions. Look, I’m not expecting every single company to post about these issues, but the one’s that can, and should, but don’t – need to start.
Anyway, here is a pug dressed in a wooly jersey and reading glasses,