1. GREEN PRESSURE

Since sustainable alternatives are widespread, affordable and just as good or better than less sustainable options, there's no reason not to choose them. Therefore, eco-consumption is not so much about (status-driven) opt-in as it is about the shame of opting out.

KLM Campaign

Examples:

  • TESLA launches launches the Roadster for US$ 100,000 in 2008. 2019 is Tesla’s Model 3 is the third best-selling car in the UK.

  • KLM „Fly Responsible“ Campaign followed the „Do not buy this Jacket“ campaign from Patagonia (2011) and encouraged passengers to consider whether they really need to fly.

  • Mastercard / Doconomy offer a credit card that tracks the carbon impact of the purchase and blocks payments when the user runs their individual carbon emissions (video).

2. BRAND AVATARS

Since the virtual influencers have already moved into the mainstream (see the virtual influencer Lil Miquela alongside supermodel Bela Hadid in a CK campaign), a large number of (new) digital channels (i.e. TikTok, Alexa, In-store touchscreens) have been established and consumers have already become accustomed to AI customer service, consumers will now expect brand experiences that go far beyond "Alexa, order me a detergent" and include well-being, creativity and even the human need for companionship.

Examples. 

  • AMAZON is working on a portable, vice-activated device that understands and responds to the emotions of the user.

  • The Japanese skin care brand SKII will launch YUMI. YUMI builds on AI and will answer questions in a "warmer manner" because it has a personality, moves autonomously and interacts with customers. 

YUMI Brand Avatar

3. METAMORPHIC DESIGN

The desire for personalization has reshaped the meaning of convenience for millions of people around the world. But there can never be a perfect product, service or solution for a particular person. Instead, today's consumers expect services and experiences that constantly adapt to their changing needs.

Examples.

  • OPTUNE (Shiseido). Users receive a personalized skin cream that is tailored to the individual  skin condition by analyzing photos, which are sent in every day, as well as temperature and humidity of the location and sleep data. OPTUNE is a monthly subscription (Video).

  • BAZE. Based on a blood sample, users receive with a monthly subscription multivitamins and other nutritional supplements and send in new blood samples every quarter in order to adapt their nutrition constantly.

  • Nestlé. The Wellness Ambassador program combines artificial intelligence, DNA testing and meal analysis to collect consumer data on nutrition and health. It then tailors a nutrition program to meet those specifications.

4. THE BURNOUT

Constant pressure to be on fire all the time – personally and professionally – is causing many to burn through their mental and physical reserves. Consumers will look for brands to help them battle the Burnout. 

For the best companies mental wellbeing of employees becomes just as important as a sustainable supply chain and will reorientate their internal culture around it.

Examples.

  • THRIVA: Users must chew a tube 4 times a day and then send it in. Thriva will then measure the cortisol level and give users a clear picture of how they are coping with everyday stress and will give personal advice on how to start reducing or managing stress.

  • MICROSOFT Japan tested a 4-day workweek (article)so that employees can spend more time with their families and hobbies, resulting in a 40% increase in productivity.

  • IKEA has conducted a series of campaigns around the world to highlight the importance of sleep. 

THRIVA Test Kit

5. CIVIL MEDIA

Certainly Social Media has many advantages, but is now impossible to ignore, that many channels are being overwhelmed by bad actors, toxic morass of bullying and harassment.

Consumers will now seek for an antidote and embrace smaller and more intimate digital spaces that facilitate respectful and meaningful connections, let them interact with like-minded peers and allow them to truly be themselves. 

Sprite Campaign

Examples.

  • QUILT is an app, that helps professional women to meet and share personal experiences around varieties of topics. i.e.money, fundraising, love, social media addiction.

  • SPRITE Latin America. Sprite worked together with Google on the „You are not alone campaign“ identifying personal issues of young people and then opened curated forums to connect and discuss about their issues, i.e. Still being a virgin and coming out as transgender. The follow-up campaign „I live you hater“ dresses bullying. 

Do you want to find out how these consumer insights will effect your business?
I will be happy to support you in exploring how rising consumer trends and needs can boost your business. 

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