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Green Is The New sexy

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« Green Is The New Sexy » is a trend report about the growing topic of « green & sustainable ».

Our objective is to decipher the different territories of sustainability that might be expressed in your business tomorrow.

Our in-depth documentary research covers the period from January 2019 to February 2020 and concerns Europe, North America and Asia, in sectors such as fashion, beauty, retail & architecture, food and mobility.

- CONTENTS -

INTRODUCTION
METHODOLOGY
FOREWORD

PART. 1 . MEGATRENDS & INSIGHTS ANALYSIS
A prospective analysis of new green & sustainability values with a selection of megatrends that bring to life the way in which expressions of sustainability will evolve in years to come
> Objective : Understand society’s new relationship to nature and sustainability

PART. 2 . EXPRESSION TERRITORIES
Defining expressions of sustainability relevant for brands illustrated through socio trends, products, retail concepts and creative inspiration.
> Objective : Have a grid that analyzes the different expressions of sustainability and identify emerging expressions that brands could pre-empt and target on their markets

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Green Is The New sexy

  1. 1. Green Is The New Sexy l February 2020 Green Is The New Sexy February 2020 Vitamin
  2. 2. Green Is The New Sexy l February 2020 - Consumer & Trend Intelligence - Vitamin is an independent consultancy specializing on experience and browsing the world to find out the most emerging trends and nourish innovation strategies. Vitamin
  3. 3. Green Is The New Sexy l February 2020Green Is The New Sexy l February 2020 BUILD INNOVATION STRATEGIES BUILD BRAND STRATEGIES 1 2 3 DECIPHER SOCIO- CULTURAL & CONSUMPTION TRENDS Our expertises
  4. 4. Green Is The New Sexy l February 2020Green Is The New Sexy l February 2020 Our services Strategy consulting: We deliver a tailored forward-looking approach to help you developing strategic insights and identifying relevant marketing and consumer trends to your business. Insights research : We do primary qualitative research through one-to-one interviews with consumers and/or experts. Retail safaris : We set up exploratory store concept tours for our clients to get a complete overview of the most disruptive concepts. Editorial content : We turn marketing and consumer trends into editorial content, bringing an in-depth analysis about specific topics. Formats differ according to your needs. City guides : We take advantage of our worldwide trips to create city guides that are regularly updated with the latest hotspots not to be missed. Conferences : As keynote speakers, we deliver public conferences to give audiences new perspectives on a business category, a generation of consumers or a more specific topic.
  5. 5. Green Is The New Sexy l February 2020Green Is The New Sexy l February 2020 Our trend reports All our Reports combine rising trends, consumer insights & data, expert quotes, analysis and strategic recommendations. For an in-house presentation or workshop by our experts, please contact us J Our latest Reports :
  6. 6. Green Is The New Sexy l February 2020Green Is The New Sexy l February 2020 Our references
  7. 7. Green Is The New Sexy l February 2020 CONTENTS INTRODUCTION METHODOLOGY FOREWORD PART. 1 . MEGATRENDS & INSIGHTS ANALYSIS A prospective analysis of new green & sustainability values with a selection of megatrends that bring to life the way in which expressions of sustainability will evolve in years to come > Objective : Understand society’s new relationship to nature and sustainability PART. 2 . EXPRESSION TERRITORIES Defining expressions of sustainability relevant for brands illustrated through socio trends, products, retail concepts and creative inspiration. > Objective : Have a grid that analyzes the different expressions of sustainability and identify emerging expressions that brands could pre-empt and target on their markets .
  8. 8. Green Is The New Sexy l February 2020 MACRO TRENDS 2
  9. 9. Green Is The New Sexy l February 2020 THE NEW MINDFUL CONSUMER Consumers make sustainability a priority 92% claim to be trying to live more sustainably 89% care personally about protecting the planet 54% think they could probably do more 79% are increasingly conscious of their personal impact on the planet 57% know it’s important to preserve the planet for future generations Source : Study by J.Walter Thomson Intelligence “The New Sustainability : Regeneration”, 2018
  10. 10. Green Is The New Sexy l February 2020 7 The New Retail l Juillet 2018 RECONNECTION TO NATURE Facing urban centers that are becoming more crowded day by day, an opposite movement is gaining momentum: the need for urbanites to get closer to nature, also considered as a way to live better in the city itself. Urban gardens and vertical farms, outdoor activities, vegetal decorations in home interiors, outdoor apparel on fashion podiums... While tech and scientific progress is flourishing, we experience a string return to nature, be it inside or outside the home. Consumers are also leaving cities and indoor atmospheres to taste a bit of wildlife. Looking for green spaces and natural landscapes is a way for people to escape their polluted, oppressive urban routines and create a new form of reconnection with their planet as well as a more essential, simple way of life.
  11. 11. Green Is The New Sexy l February 2020 7 The New Retail l Juillet 2018 Over 3/4 of US adults rate contact with nature as “very or extremely important” for their physical health and emotional outlook. More than 50% of adults in the USA report spending five hours or less in nature each week, and most are satisfied with this minimal amount of time. Many parents and older adults lament that children today are growing up with limited opportunities to experience nature. Source : The Nature of Americans National Report: Disconnection and Recommendations for Reconnection, April 2017
  12. 12. Green Is The New Sexy l February 2020 EXPRESSION TERRITORIES 3
  13. 13. Green Is The New Sexy l February 2020 AUGMENTED NATURE 3 Science / Technology / Hydroponics / Lab-grown / Emotional connections / Performance / Cryonics
  14. 14. Green Is The New Sexy l February 2020 TEAMLAB BORDERLESS, JAPAN Immersion in digital flowers VALENTINO VETTORI, ITALY Realities of climate change in VR « BETTER NATURE », UK feel emotional about technology and nature during anthropocene AUGMENTED NATURE Society & Lifestyle CONTROL NATURE
  15. 15. Green Is The New Sexy l February 2020 KAIKU, UK Plants turned into powdered paint pigments MEYDAN LEVY, ISRAEL 4D-printed artificial fruit filled with nutrients SPIRA, GERMANY Machine allowing to grow one’s own algae for food AUGMENTED NATURE Product CONTROL NATURE
  16. 16. Green Is The New Sexy l February 2020 Retail IKEA x TOM DIXON, SWEDEN & UK Indoor tech farm boasting 4,000+ plants, growth- boosting LED lighting, aeroponic technology SUPERFLUX, SINGAPORE Typical home in 2219 : homemade hunting tools, snorkelling equipment, mini hydroponic farm SINGAPORE AIRLINES x AEROFARMS In-flight menu of hyper-fresh ingredients grown at a hydroponic garden near the airport AUGMENTED NATURE CONTROL NATURE
  17. 17. Green Is The New Sexy l February 2020 Colors & materials holographic effects – metallic pigments – fantasy – arty – radiance - irridescence AUGMENTED NATURE CONTROL NATURE
  18. 18. Green Is The New Sexy l February 2020 Contacts: Email : roxanebache@vitamin-consulting.com Tel : +33(6).02.60.13.02 Website : www.vitamin-consulting.com

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