Three Macro Trends for Your Native Content to Tap Into in 2019

It’s impossible to talk about native advertising without talking about worldwide trends. Here are 3 macro trends that will sweep through our content in 2019.
trends native content

By Christoffer Mygind Juul
Commercial Editor, Benjamin Native Studio
Copenhagen, Denmark
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It’s impossible to talk about native advertising without talking about worldwide trends.

Not only the trends within marketing, public relations and journalism. But the trends within society and culture which depict our way of life and general behaviour both offline and online.

Because if you want your Native-content to resonate with the users of your chosen platform and media, and want it to correspond with the current time, I believe macro trends can be a good way to start of your brainstorm.

To do that, you’ll need to know what’s in and out. Now, you may think we’re going to talk about fashion and interior trends, but it’s way more than that.

So what are the trends that will sweep through our content in 2019?

This can seem like a challenging topic to cover in the field of native advertising, but it can be done.

1. Minimalism

Minimalism isn’t a new thing and has already nurtured a lot of movements.

As we see more and more flash sales, mid season sales and the growth of Black Friday as an international phenomenon, questions, and issues about our urge to own more stuff is beginning to rise. Environmental issues about the production of the stuff that consumers demand and ethical issues about why we want and need to have everything.

This has created a counter movement. A Movement that raises awareness about our modern way of life, where we constantly want more of everything – from apparel and home appliances to gadgets and furniture.

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As many people start to wonder about this, more are adapting to a minimalistic way of life. Like Joshua Fields Milburn and Ryan Nicodemus – the guys behind the YouTube channel The Minimalist and the documentary Minimalism (streaming on Netflix) where they teach people how to live a more simple life.

This can seem like a challenging topic to cover in the field of native advertising, but it can be done.

Because minimalism isn’t all about not buying anything or wanting nothing. It’s about seeing other values in life than materialised stuff. It’s more about quality than quantity, focusing on what one needs rather than what one wants.

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Stop telling the users how to keep up, but encourage them to take a break and get down in gear.

2. Slow living

The news is constant, the buses run all the time, people are spending more time on work than on their family and friends. And manufactures keep spitting out new products to keep up.

Our way of living has never been more busy, demanding our attention and time at all costs. Everything is going so fast that more and more people are dealing with serious stress disorders and constant pressure to perform — from social media in particular.

But we’re beginning to see a change in this, as people get more aware of how to use their time. This has lead to a rise in the number of things that help you slow down. Like the popular app Headspace: an app that guides you through different ways of relaxing and meditating.

And just see how the global internet-phenomenon ASMR (Autonomous Sensory Meridian Response) is helping people dealing with stress in a fascinating and slightly creepy way.

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Or see the popularity of colouring books for adults and bullet journals that let you log off in a more tactile manner.

That’s why I think we will see more focus on things and thoughts that help us lead a less stressful life, rather than things that utilize us to keep up with a busy everyday life.

Tap into this trend in your native content by nurturing the thought of how to minimize stress. Create a space where the audience feel inspired to lead a life where it’s okay to chill and do nothing sometimes.

Stop telling the users how to keep up, but encourage them to take a break and get down in gear.

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This means a bigger demand for brands producing and advertising their products with a more green and sustainable focus.

3. Conscious consuming

The environment is one hot (literally) topic and has been so for a long time. But the difference now is that more and more young people take issue at the matter and change their life accordingly.

They switch to plant-based “meat” because of the impact cow-meat has on the climate. They sort their garbage in piles of tin, biodegradables, plastic, and glass to keep a clean path. And they stop buying clothes from big clothing-conglomerates because of the greenhouse gasses they produce.

This new way of spending and branding has created a new generation of conscious consumers amongst a huge part of the younger generation where the climate, unnecessary greenhouse gasses and fair trade issues is a top of mind topic.

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It’s estimated that more than half of the millennials in Denmark is making an effort to live as sustainable a life as possible. The same thing could only be said by just a third their parents, generation X.

This means a bigger demand for brands producing and advertising their products with a more green and sustainable focus while trying to make new, more ambitious benchmarks for their brand’s environmental friendliness. Both in the design, apparel and food industry.

Many brands have already done this, but I bet you more will come within a very close future.

I believe that these trends and topics can serve as a good focal point for content that can bring value to the audience.

A good focal point

These are three major trends in society that has the potential of becoming even bigger within the next year, setting new standards for our lives and the way we consume content – both native and editorial.

I believe that these trends and topics can serve as a good focal point for content that can bring value to the audience and put the clients, products, and values in a larger and more relevant perspective.

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