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

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. A QUICK WARM UP

3. Easy Fit & Return delivery
service saves customers time
JEANS ONLINE

4. Charity's Facebook campaign
simulates Alzheimer’s symptoms
ALZHEIMER’S
NETHERLANDS

5. UNICEF Avoiding a smartphone raises
money for clean water projects

6. 2. WHY?
1. GOOD OR BAD?

8. 250k SUBSCRIBERS

9. 90+ COUNTRIES
2,500 SPOTTERS
Happy Spotting

10. WHAT DO WE MEAN BY
“TRENDS” ?

11. Macro Consumer Industry

12. WHAT ARE
CONSUMER
TRENDS?

13. NOT
ABOUT
FASHION

14. NOT
ABOUT
#

15. NOT
ABOUT
FADS

16. A CONSUMER TREND IS:
“An emerging pattern of
consumer behaviour”

17. “Clusters of innovations that have
unlocked or newly serviced an existing
consumer need, desire, want or value.”
WE LOOK FOR:

18. WHAT CONSUMER DESIRES +
NEEDS DID AIRBNB SERVICE?

19. AUTHENTICITY
AFFORDABILITY
MEET NEW PEOPLE

20. REMEMBER,
WITH TRENDS…
EXPECTATION GAP

21. EXPECTATION
ECONOMY
Who are you
really
competing
against?

22. BEFORE WE DIVE IN…

23. Vision
New business concepts
New products,
services, experiences
Marketing, advertising,
PR
APPLY
THE
INSIGHTS

24. 1. STATUS SEEKERS
2. GUILT-FREE STATUS
3. DEMANDING BRANDS
ON TO THE TRENDS!

25. STATUS
SEEKERS

26. STATUS
SEEKERS
“The desire for status is the
relentless, often subconscious, yet
ever-present force that underpins
almost all consumer behavior.”

27. 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.”

28. Traditional Status: When the car isn’t enough!

29. In 2014 and beyond, it will continue to diversify…

30. ONLINE
SKILLS
ECO
STORIES
STATUSPHERE
GIVING
KNOWLEDGE

31. STATUS
STORIES
Ice Hotel Sweden
Hotel invites guests to design their
own suite

32. STATUS
SKILLS
Scratch & Sniff Guide to Wine
Fun wine guide features scratch-
and-sniff panels

33. ECO-STATUS G-Star and Bionic Yarn
Jeans made with upcycled marine
plastic

34. ONLINE
STATUS
Rich Kids of Instagram
#ispent10000oncosmeticsalone
#judgemebitch

35. KNOWLEDGE
AND STATUS
TED
Global conferences’ draw attendees
from around the world

36. GIVING
AND STATUS
Bill & Bono
Large-scale philanthropy

37. GIVING
AND STATUS
Cancer Research UK
#nomakeupselfie raises £8 million
in 6 hours

38. WHAT IS THE FUTURE
OF STATUS?

39. THE
DIVIDED
SELF

40. “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

41. Phonebloks
Customizable smartphone is
easily upgraded and repaired
SELF
GUILT

42. Peddler’s Creamery
Ice-cream churned by pedal
power
SELF
GUILT

43. Treeson Spring Water
Recyclable bottles free to mail back
to manufacturer
ECO
GUILT

44. World Housing
One house in Canada = one in
Cambodia
SOCIETAL
GUILT

45. Miya’s Sushi
Uses invasive fish species, therefore
saving local habitats
POSITIVE
IMPACT!

46. BUSINESS
3.0
TIME TO
RELAX?

47. DEMANDING
BRANDS

48. DEMANDING
BRANDS
“Brands embarking on the journey
towards a sustainable and socially-
responsible future will demand that
their customers and supporters
also contribute.”

49. HACHIKYO Japanese restaurant fines
customers who leave food

50. VITORIA Give blood to restore football kit
colours

51. ORGAN DONOR
FOUNDATION
Cashless pop-up shop encourages
organ donations

52. Airline's competition offers a new
life in return for legal name change
LUFTHANSA

53. How could you be more DEMANDING?
LIGHT-BULB MOMENT:

54. APPLY
!
APPLY
!
APPLY
!

55. 1. STATUS SEEKERS
2. GUILT-FREE STATUS
3. DEMANDING BRANDS
TRENDS RECAPPED

56. www.trendwatching.com/trends/consumertrendcanvas

57. • DEMANDING BRANDS :
http://trendwatching.com/trends/demandingb
rands/
• GUILT-FREE CONSUMPTION:
http://trendwatching.com/trends/guiltfreecons
umption/
Further reading:

58. THANK YOU
& GOOD LUCK!
vicki@trendwatching.com

59. 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