Brand engagement - Brand Breakfast 9 July 2014
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FROM INSIGHTS TO INNOVATIONS 3 consumer trends that will help you drive brand engagement Friends of the Earth 9 July 2014 Victoria Loomes / Trend Analyst
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Transcript of Brand engagement - Brand Breakfast 9 July 2014
FROM INSIGHTS TO INNOVATIONS
3 consumer trends that will help you drive brand engagement
Friends of the Earth
9 July 2014
Victoria Loomes / Trend Analyst
A QUICK WARM UP
Easy Fit & Return delivery service saves customers time
JEANS ONLINE
Charity's Facebook campaign simulates Alzheimer’s symptoms
ALZHEIMER’S NETHERLANDS
UNICEF Avoiding a smartphone raises money for clean water projects
2. WHY?
1. GOOD OR BAD?
250k SUBSCRIBERS
90+ COUNTRIES
2,500 SPOTTERS
Happy Spotting
WHAT DO WE MEAN BY“TRENDS” ?
MacroConsumer
Industry
WHAT ARE CONSUMER
TRENDS?
NOT ABOUT
FASHION
NOT ABOUT
#
NOT ABOUTFADS
A CONSUMER TREND IS:
“An emerging pattern ofconsumer behaviour”
“Clusters of innovations that have unlocked or newly serviced an existing consumer need, desire, want or value.”
WE LOOK FOR:
WHAT CONSUMER DESIRES + NEEDS DID AIRBNB SERVICE?
AUTHENTICITY
AFFORDABILITY
MEET NEW PEOPLE
REMEMBER, WITH TRENDS…
EXPECTATION GAP
EXPECTATION ECONOMY
Who are you really
competing against?
BEFORE WE DIVE IN…
Vision
New business concepts
New products,
services, experiences
Marketing, advertising,
PR
APPLYTHE
INSIGHTS
1. STATUS SEEKERS
2. GUILT-FREE STATUS
3. DEMANDING BRANDS
ON TO THE TRENDS!
STATUSSEEKERS
STATUSSEEKERS
“The desire for status is the relentless, often subconscious, yet ever-present force that underpins almost all consumer behavior.”
STATUS SEEKERS
“When there is so much choice and so much abundance, consuming becomes as much a statement about who you are, as what you have.”
Traditional Status: When the car isn’t enough!
In 2014 and beyond, it will continue to diversify…
ONLINE
SKILLS
ECO
STORIES
STATUSPHERE
GIVING
KNOWLEDGE
STATUS STORIES
Ice Hotel Sweden Hotel invites guests to design their own suite
STATUS SKILLS
Scratch & Sniff Guide to WineFun wine guide features scratch-and-sniff panels
ECO-STATUS G-Star and Bionic Yarn Jeans made with upcycled marine plastic
ONLINE STATUS
Rich Kids of Instagram#ispent10000oncosmeticsalone#judgemebitch
KNOWLEDGEAND STATUS
TEDGlobal conferences’ draw attendees from around the world
GIVINGAND STATUS
Bill & BonoLarge-scale philanthropy
GIVINGAND STATUS
Cancer Research UK#nomakeupselfie raises £8 million in 6 hours
WHAT IS THE FUTURE OF STATUS?
THEDIVIDED
SELF
“Help consumers escape the guilt – caused by greater awareness of the damage they are doing to the planet, society, or themselves – while still allowing indulgence.”
GUILT-FREESTATUS
PhonebloksCustomizable smartphone is easily upgraded and repaired
SELFGUILT
Peddler’s CreameryIce-cream churned by pedal power
SELFGUILT
Treeson Spring WaterRecyclable bottles free to mail back to manufacturer
ECOGUILT
World HousingOne house in Canada = one in Cambodia
SOCIETALGUILT
Miya’s SushiUses invasive fish species, therefore saving local habitats
POSITIVEIMPACT!
BUSINESS3.0
TIME TO RELAX?
DEMANDING BRANDS
DEMANDING BRANDS
“Brands embarking on the journey towards a sustainable and socially-responsible future will demand that their customers and supporters also contribute.”
HACHIKYO Japanese restaurant fines customers who leave food
VITORIA Give blood to restore football kit colours
ORGAN DONOR FOUNDATION
Cashless pop-up shop encourages organ donations
Airline's competition offers a new life in return for legal name change
LUFTHANSA
How could you be more DEMANDING?
LIGHT-BULB MOMENT:
APPLY!
APPLY!
APPLY!
1. STATUS SEEKERS
2. GUILT-FREE STATUS
3. DEMANDING BRANDS
TRENDS RECAPPED
www.trendwatching.com/trends/consumertrendcanvas
• DEMANDING BRANDS : http://trendwatching.com/trends/demandingbrands/
• GUILT-FREE CONSUMPTION: http://trendwatching.com/trends/guiltfreeconsumption/
Further reading:
Visit the CharityComms website to view slides from our past
events, see what events we have coming up and to check out what
else we do.
www.charitycomms.org.uk
#brandfast
