The latest inspiration to fuel emotional consumer connection from our global cultural commentators hashtag#consumerconnection hashtag#inspiration hashtag#emotionalconnection hashtag#5trends

1. Global Connection: 2019
5 trends. 5 opportunities to connect with consumers
The latest from Cabaret’s cultural commentators
(this edition: UK, Germany, Italy, China, Korea)

2. Consumers have increasingly less practical need for face-to-face interaction -
instead of CONTACT they’re opting for UNTACT.
UNTACT opportunities are embraced as technology replaces humans. We’re
seeing ever more QR codes, phone payments, and even unmanned stores and
coffee shops. Young consumers in particular are avoiding human interactions,
preferring to communicate via text and image. The nature of our transactions have
also changed, for example, we have a different (arguably less ‘human’) relationship
with an Uber driver booked online vs a London cab driver
We’re spending more time with technology and less time
interacting with one another
Brands need to think in terms of UNTACT rather than CONTACT. How
can brands win? What might they lose? And how can they strike the
right tone to build positive relationships
Trend 1. UNTACT is replacing CONTACT

3. Whilst on one hand technology is reducing face-to-face interaction and
opportunities for relationship fulfilment . . .
. . . At the same time, technology is enabling people to link up with others
with similar and very specific special interests - often technology driven
interests, but also more idiosyncratic past-times such as photography at
night, remodelling bicycles, lego play etc
Brands can facilitate connections and micro communities and
encourage development of content and innovation
You are special and you are not alone!!
Trend 2. Consumers are finding their tribes

4. Trend 3. An explosion in self-monitoring
We are more enabled to monitor ourselves than ever before
Devices and apps are becoming more holistic and lifestyle oriented
They’ve evolved from general activity tracking to health (sleep, weight,
breathing, screen time & mindfulness), to wider lifestyle and values based
tracking (kilometres driven, miles flown, number of songs listened to etc)
And now monitoring is extending into the realms of Bio-hacking with new
health innovations e.g. swallowable devices monitoring gut bacteria
Frequent brand touchpoints & a sense of empowerment makes
self-monitoring an exciting way for brands to develop a strong
consumer connection

5. Consumers don’t want
to ‘work for the man’
Trend 4. Consumers are increasingly
motivated by purpose, autonomy & mastery
It’s simple Motivation Theory (ref Daniel Pink) - satisfaction comes from
purpose, autonomy and mastery
We see this played out in consumers increasingly getting on board with
ethical brands - this is just one way in which they can bring more
meaning and purpose to their lives
Successful brands are developing richly empathetic
relationships by facilitating purpose, autonomy & mastery
They want more meaning
from life than just profit.
Personal wealth doesn’t lead
to happiness

6. Personalisation for individualism and self expression
Personalisation is a long running trend, but is now even more enabled & increasingly
important. Consumers want to be a part of the creation process and have something
that expresses their uniqueness. It’s especially relevant as China becomes ever
more individualistic - as evidenced as WeChat users create their own “selfie stickers”
and Wei Quan allows personalised labels for its juice bottles
Personalisation for enhancing benefits
Brands are enhancing their relevance with consumers by empowering them to tailor
to their exact requirements. For example, Schwarzkopf Professional's SalonLab
system, enables customised salon products based on an individual hair analysis
Personalisation to redress the consumer / brand power balance
Faced with enormously powerful brands, personalisation gives consumers more
control in the consumer / brand relationship. And it’s a way to maintain more of a
sense of individuation in a globalised world
Personalisation brings powerful, deep, functional and emotional
benefits - keep exploring the opportunities for strong brand empathy
Trend 5. Personalisation is ever more key

7. Make a connection
See how we’re building powerful brand connections at
www.cabaretresearch.com
toby@cabaretresearch.com
nick@cabaretresearch.com
esther@cabaretresearch.com
hello@cabaretresearch.com
With thanks to our partners
Asia: Acorn Asia (China & Korea)
Germany: Point Blank International
Italy: Monica Bonfanti