Brand engagement - Brand Breakfast 9 July 2014

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Victoria Loomes, trend analyst, trendwatching.com

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.
http://www.charitycomms.org.uk

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Brand engagement - Brand Breakfast 9 July 2014

  1. 1. 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
  2. 2. A QUICK WARM UP
  3. 3. Easy Fit & Return delivery service saves customers time JEANS ONLINE
  4. 4. Charity's Facebook campaign simulates Alzheimer’s symptoms ALZHEIMER’S NETHERLANDS
  5. 5. UNICEF Avoiding a smartphone raises money for clean water projects
  6. 6. 2. WHY? 1. GOOD OR BAD?
  7. 7. 250k SUBSCRIBERS
  8. 8. 90+ COUNTRIES 2,500 SPOTTERS Happy Spotting
  9. 9. WHAT DO WE MEAN BY “TRENDS” ?
  10. 10. Macro Consumer Industry
  11. 11. WHAT ARE CONSUMER TRENDS?
  12. 12. NOT ABOUT FASHION
  13. 13. NOT ABOUT #
  14. 14. NOT ABOUT FADS
  15. 15. A CONSUMER TREND IS: “An emerging pattern of consumer behaviour”
  16. 16. “Clusters of innovations that have unlocked or newly serviced an existing consumer need, desire, want or value.” WE LOOK FOR:
  17. 17. WHAT CONSUMER DESIRES + NEEDS DID AIRBNB SERVICE?
  18. 18. AUTHENTICITY AFFORDABILITY MEET NEW PEOPLE
  19. 19. REMEMBER, WITH TRENDS… EXPECTATION GAP
  20. 20. EXPECTATION ECONOMY Who are you really competing against?
  21. 21. BEFORE WE DIVE IN…
  22. 22. Vision New business concepts New products, services, experiences Marketing, advertising, PR APPLY THE INSIGHTS
  23. 23. 1. STATUS SEEKERS 2. GUILT-FREE STATUS 3. DEMANDING BRANDS ON TO THE TRENDS!
  24. 24. STATUS SEEKERS
  25. 25. STATUS SEEKERS “The desire for status is the relentless, often subconscious, yet ever-present force that underpins almost all consumer behavior.”
  26. 26. 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.”
  27. 27. Traditional Status: When the car isn’t enough!
  28. 28. In 2014 and beyond, it will continue to diversify…
  29. 29. ONLINE SKILLS ECO STORIES STATUSPHERE GIVING KNOWLEDGE
  30. 30. STATUS STORIES Ice Hotel Sweden Hotel invites guests to design their own suite
  31. 31. STATUS SKILLS Scratch & Sniff Guide to Wine Fun wine guide features scratch- and-sniff panels
  32. 32. ECO-STATUS G-Star and Bionic Yarn Jeans made with upcycled marine plastic
  33. 33. ONLINE STATUS Rich Kids of Instagram #ispent10000oncosmeticsalone #judgemebitch
  34. 34. KNOWLEDGE AND STATUS TED Global conferences’ draw attendees from around the world
  35. 35. GIVING AND STATUS Bill & Bono Large-scale philanthropy
  36. 36. GIVING AND STATUS Cancer Research UK #nomakeupselfie raises £8 million in 6 hours
  37. 37. WHAT IS THE FUTURE OF STATUS?
  38. 38. THE DIVIDED SELF
  39. 39. “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-FREE STATUS
  40. 40. Phonebloks Customizable smartphone is easily upgraded and repaired SELF GUILT
  41. 41. Peddler’s Creamery Ice-cream churned by pedal power SELF GUILT
  42. 42. Treeson Spring Water Recyclable bottles free to mail back to manufacturer ECO GUILT
  43. 43. World Housing One house in Canada = one in Cambodia SOCIETAL GUILT
  44. 44. Miya’s Sushi Uses invasive fish species, therefore saving local habitats POSITIVE IMPACT!
  45. 45. BUSINESS 3.0 TIME TO RELAX?
  46. 46. DEMANDING BRANDS
  47. 47. DEMANDING BRANDS “Brands embarking on the journey towards a sustainable and socially- responsible future will demand that their customers and supporters also contribute.”
  48. 48. HACHIKYO Japanese restaurant fines customers who leave food
  49. 49. VITORIA Give blood to restore football kit colours
  50. 50. ORGAN DONOR FOUNDATION Cashless pop-up shop encourages organ donations
  51. 51. Airline's competition offers a new life in return for legal name change LUFTHANSA
  52. 52. How could you be more DEMANDING? LIGHT-BULB MOMENT:
  53. 53. APPLY ! APPLY ! APPLY !
  54. 54. 1. STATUS SEEKERS 2. GUILT-FREE STATUS 3. DEMANDING BRANDS TRENDS RECAPPED
  55. 55. www.trendwatching.com/trends/consumertrendcanvas
  56. 56. • DEMANDING BRANDS : http://trendwatching.com/trends/demandingb rands/ • GUILT-FREE CONSUMPTION: http://trendwatching.com/trends/guiltfreecons umption/ Further reading:
  57. 57. THANK YOU & GOOD LUCK! vicki@trendwatching.com
  58. 58. 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
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