Consumer and marketing trends: 2010<br />January 2010<br />
Introduction<br />The objective is to highlight a few of the key consumer & marketing trends whilst illustrating a few of ...
The context: Consumertrust in brands has been irrevocably shaken<br />Across almost all categories there is a dramatic dec...
Source:  Trust in Brands. Polestar Communications & MMS. November 2009<br />
Source:  Trust in Brands. Polestar Communications & MMS. November 2009<br />
Source:  Trust in Brands. Polestar Communications & MMS. November 2009<br />
1. Green<br />2. Generosity of brands and individuals<br />3. New ways to gain and define status<br />4. Limited, hand cra...
Green continues to be a major trend despite the recession and reaches new levels of corporate acceptance<br />Eco-frugal<b...
FMCG<br />
FMCG key themes<br /><ul><li>Variants refresh markets, personality differentiates brands
Global and corporate vs local – 2009 has knocked trust in more than just MPs and banks
As the world gets bigger, the public increasingly seek meaning and connection at a local level. From simple local adaptati...
Social networking creates community and a feedback loop to brands
Also creates networking neurosis and information overload
More opportunities for backlashes against brands
Canny consumers tapping into price alerting and online BOGOFs and vouchers
Shared experiences – brands use this to create products, ads and ideas while generating PR at the same time</li></li></ul>...
DIY<br />Self service<br />Effortless customisation<br />Monitising creations<br />Ebay type site for craft, home created ...
Locality<br />Support local businesses<br />Reduce carbon footprints<br />Chain of production<br />Dalesford Organics – de...
Always on<br />Real time reviews and updates<br />Alerts<br />Online sharing<br />InPulse watch synched with Blackberry la...
DRINKS AND ALCOHOL<br />
Drinks and alcohol key themes<br /><ul><li>Self expression – changing nature of status
Instant gratification – self serve and vending machines
Looking for the new – pop ups, limited editions
Counter negative associations of alcohol
Many brands, not just alcohol, are including generosity as part of their marketing
Response to recession and consumer rejection
Desire for institutions that care
More opportunities for giving and sharing</li></li></ul><li>Effortless generosity<br />Tryvertising aka sampling<br />Co-d...
Statusphere<br />Information is power<br />Status stories <br />Connected<br />Exclusive concierge firms create links betw...
Statusphere<br />Status  skills<br />Unique & Customised<br />Learn to cook like Jamie in small groups<br />Royal Academy ...
Luxury<br />
Luxury key themes<br /><ul><li>Self expression
Redefinition of what luxury is – experiences and stories over just ‘things’
Instant gratification – despite thrift chic & credit crunch
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Polestar 2010 Trends By Category

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some of the latest consumer and brand trends with a unique brand trust survey conducted by Polestar and MMS Berlin

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Polestar 2010 Trends By Category

  1. 1. Consumer and marketing trends: 2010<br />January 2010<br />
  2. 2. Introduction<br />The objective is to highlight a few of the key consumer & marketing trends whilst illustrating a few of the brands activating these opportunities and hinting at some of the possibilities <br /> We have focused on the following market sectors:<br />FMCG<br />Drinks and alcohol<br />Luxury<br />Social and Government<br />The insights are drawn from trend reports & Polestar sources<br />
  3. 3. The context: Consumertrust in brands has been irrevocably shaken<br />Across almost all categories there is a dramatic decline in consumer trust in brands<br />Behaviour change (not just reactive communications) is needed to re-build trust:<br />Sectors and brands that are fundamentally improving their consumer interaction & transparency will emerge as champions e.g. Supermarkets <br />Stable categories include everyday ‘luxuries’ such as breweries and cosmetics, or enabling gadgets such as PC’s. <br />A shift in the basis for trust:<br />Delivery of product and service promises, reliability and a determination to resolve problems are the key factors in driving trust <br />Factors once seen as the pillars of trust - tradition, origin, size and success - are being rendered increasingly meaningless unless they are combined with a positive current experience<br />Source: Polestar / MMS (Berlin) brand trust survey November 2009<br />
  4. 4. Source: Trust in Brands. Polestar Communications & MMS. November 2009<br />
  5. 5. Source: Trust in Brands. Polestar Communications & MMS. November 2009<br />
  6. 6. Source: Trust in Brands. Polestar Communications & MMS. November 2009<br />
  7. 7. 1. Green<br />2. Generosity of brands and individuals<br />3. New ways to gain and define status<br />4. Limited, hand crafted, niche and local<br />5. Grown up brands<br />6. Joyning – Partnerships & Co-creation<br />7. Extreme customisation<br />8. On the go and always on<br />9. Infolust<br />10. Choice rejection and info blindness<br />
  8. 8. Green continues to be a major trend despite the recession and reaches new levels of corporate acceptance<br />Eco-frugal<br />Advertising<br />Eco-easy<br />Econcierges<br />Sainsbury’s/ Hindmarch bag<br />Modularity<br />Recycling<br />Vertical<br />farming in Boston<br />Sainsbury’s – Freedom Foods & Marine Stewardship<br />Reuse, reduce, recycle, regulate?<br />
  9. 9. FMCG<br />
  10. 10. FMCG key themes<br /><ul><li>Variants refresh markets, personality differentiates brands
  11. 11. Global and corporate vs local – 2009 has knocked trust in more than just MPs and banks
  12. 12. As the world gets bigger, the public increasingly seek meaning and connection at a local level. From simple local adaptation and the carbon benefit of local production to direct community benefits
  13. 13. Social networking creates community and a feedback loop to brands
  14. 14. Also creates networking neurosis and information overload
  15. 15. More opportunities for backlashes against brands
  16. 16. Canny consumers tapping into price alerting and online BOGOFs and vouchers
  17. 17. Shared experiences – brands use this to create products, ads and ideas while generating PR at the same time</li></li></ul><li>Joyning<br />Crowd Sourcing<br />Partnerships<br />Orange Rockcorps concerts for volunteers<br />Walkers – consumers vote on flavours<br />Phiiips/ Swarosvski USB ring<br />Crowd sourced Peperami ad - $15,00 prize<br />Crowd sourced restaurant wine list<br />Brands are creating partnerships both with other brands and consumers<br />
  18. 18. DIY<br />Self service<br />Effortless customisation<br />Monitising creations<br />Ebay type site for craft, home created items<br />Online book creation, publishing & marketing<br />Consumers are back in control – they can create professional products tailored to their wishes and monetise them<br />
  19. 19. Locality<br />Support local businesses<br />Reduce carbon footprints<br />Chain of production<br />Dalesford Organics – delivery and outlets in London stores<br />Timberland<br />Local currency in Brixton, Totnes, Lewes, Stroud<br />Deliveries to local pubs<br />Waitrose local bottling<br />Waitrose<br />Pride in provenance<br />Duchy Originals<br />Roaming ice cream trucks in NYC, local ingredients<br />In an uncertain world people embrace the known and familiar. Environmental concerns promote local ingredients & transparency of food sources.<br />
  20. 20. Always on<br />Real time reviews and updates<br />Alerts<br />Online sharing<br />InPulse watch synched with Blackberry launches Feb 2010<br />Price tracking services <br />Allows local bakers to notify people when hot cakes are available cf Krispy Kremes<br />Consumers can connect, share and be updated constantly via all channels at any time of day or night.<br />
  21. 21. DRINKS AND ALCOHOL<br />
  22. 22. Drinks and alcohol key themes<br /><ul><li>Self expression – changing nature of status
  23. 23. Instant gratification – self serve and vending machines
  24. 24. Looking for the new – pop ups, limited editions
  25. 25. Counter negative associations of alcohol
  26. 26. Many brands, not just alcohol, are including generosity as part of their marketing
  27. 27. Response to recession and consumer rejection
  28. 28. Desire for institutions that care
  29. 29. More opportunities for giving and sharing</li></li></ul><li>Effortless generosity<br />Tryvertising aka sampling<br />Co-donation<br />Brand Butlers<br />Orange festival phone charger<br />Free love<br />Game combines wine tasting<br />Effortless support<br />KitKat goes Fairtrade, Nov 09<br />Positive halo from giving both to charities and individuals<br />
  30. 30. Statusphere<br />Information is power<br />Status stories <br />Connected<br />Exclusive concierge firms create links between members<br />Wellbeing pop-up for Vital juices<br />Virgin space flights<br />A personal blend and tour for 100 special customers. <br />Green<br />Time saving<br />Elemis spas at Heathrow and Cowshed treatments in Virgin Clubhouse<br />Status is no longer just being bigger or most expensive<br />
  31. 31. Statusphere<br />Status skills<br />Unique & Customised<br />Learn to cook like Jamie in small groups<br />Royal Academy secret auction on artist postcards<br />Smirnoff teaches men to be ‘Modern Gentlemen’ with Hugo Boss and A Suit That Fits<br />Anya Hindmarch bespoke handbags – embossed handwritten message from the giver t on inside of hand made bag. £1,000 - £6,500<br />People want experiences & products with a story that they can tell others about and that says something about themselves.<br />
  32. 32. Luxury<br />
  33. 33. Luxury key themes<br /><ul><li>Self expression
  34. 34. Redefinition of what luxury is – experiences and stories over just ‘things’
  35. 35. Instant gratification – despite thrift chic & credit crunch
  36. 36. Looking for the new, unique and differentiated
  37. 37. Simplification of life – time & clarity are increasingly scarce
  38. 38. Needing recommendations for ‘investment’ buys</li></li></ul><li>Luxyoury<br />Time saved and access<br />Extreme personalisation<br />Eco friendly<br />Transforming local restaurant grease into candles ($24)<br />Craft<br />Design your own Nike shoes<br />Adding handles to shoe boxes saves bags<br />Luxury means bespoke, time saving, unique, green & hard to get<br />
  39. 39. Grown Up Brands<br />Inclusive<br />Edgy<br />Risqué <br />Limited edition in Vermont of ice cream usually called Chubby Hubby<br />Comme des Garcon uses synthetics to create ‘anti-perfumes: ’ Dry clean', 'Garage', 'Soda' and 'Tar' <br />Philips ‘intimate massager’<br />Audiences appreciate brands that stand out and treat them as adults<br />Icecreamists at Selfridges and in vans – flavours include ‘Molotoffee Cocktail’, ' Taking the Pistacchio’<br />
  40. 40. Hyperlocal<br />Limited locations<br />Fortnum & Mason rooftop exclusive honey<br />Exclusive access <br />Burger King £95 burger – only available at Gloucester Road branch. (video)<br />Urban pride<br />City inspired flavours<br />Guerlain city themed perfumes<br />Limited editions, limited places = thrill of the hunt<br />Bond #9 NYC neighbourhood perfumes<br />
  41. 41. SOCIAL AND GOVERNMENT<br />
  42. 42. Social & Governement key themes<br /><ul><li>Greater personal responsibility of individuals
  43. 43. More information available but still limited time
  44. 44. Transparency & accountability – overall decline in trust
  45. 45. Information overload
  46. 46. Need aggregators on advice e.g. DirectGov</li></li></ul><li>Realtime Infolust<br />Report vandalism, fly tipping and graffiti, the council fixes it <br />Technology allows for governments to become more transparent and for audiences to reclaim control over their lives<br />
  47. 47. Consumer activism & advocacy <br />A combination of frustration and connectivity has increased public activism. This means that from the Christmas No.1 to more serious issues, consumer advocacy & how this is managed is more important than ever<br />
  48. 48. Public demand for ethics and transparency <br />Research from the Economist shows how angry the public are with both big business and government. Behaviour has to change; this is not just about green policy, but about broader ethics and greater transparency <br />
  49. 49. Surrender<br />Most trusted brands by category (Reader’s Digest)<br />Search for simplicity<br />In the face of complexity, consumers react and search for simplicity and trusted brands<br />
  50. 50. Media trends<br />
  51. 51. From branded content to branded App <br />From content that entertains to content that helps you live your life. Be that finding hire cars, the nearest pizza or helping you know the quickest routes to work. The public increasingly expect this type of facilitation <br />NB: beware the fad - UK penetration of Smart phones only = 2% at the moment<br />
  52. 52. The real arrival of mobile <br />Mobile isn’t just about apps. 10.4 m UK consumers access the internet via mobile. There are 1.6bn bank accounts in the world but 4bn phones so financial transactions will drive use. Furthermore technical advances will mean TV & print content will increasingly be consumed<br />
  53. 53. The role of TV evolves not declines <br />The UK is still viewing over 26 hours of TV a week. Its use as an ‘event’ broadcast or to trigger viral activity has never been greater. 44% of people claim to have researched on-line in response to a TV ad (Deloitte 09) <br />
  54. 54. So what next?<br /><ul><li>Some trends, whilst important, are ephemeral. Some will continue to develop in the future. However all these trends are resonating with audiences and brands now.
  55. 55. Tapping into these trends, applying them and challenging established, accepted wisdom will create consumer connections and advocacy.
  56. 56. If you would be interested in a workshop exploring how any of these trends could be applicable for your specific brand and category, please get in touch....</li></ul>Simon Mathews: simonm@polestarcommunications.com<br />Ollie Joyce: Olliej@polestarcommunications.com<br />Mark Bauer: markb@polestracommunications.com<br />
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