Select edits from a recent research project used to inform a hypothetical student brief along for teaching brand building including new product development (NPD) and activation.
Students are asked to evaluate and utilise this research into the current coffee sector before proceeding to create draft strategies to help achieve our hypothetical coffee brand (Brand X) to achieve their vision - bringing it to life by creating a brand strategy – creative platform, creative brief and integrated communications approach that can include activation concepts:
Created by Karl Aussia | creativeunion.net
Comparison of Starbucks, Folgers, Caribou, Green Mountain and Other Top Coffe...Unmetric
Take a deep dive look at the social media habits of your favorite coffee brands and coffee chains. What do they do to get social? Unmetric analyzes their content strategies and campaigns to understand exactly what it takes to engage your coffee loving audience
Comparison of Starbucks, Folgers, Caribou, Green Mountain and Other Top Coffe...Unmetric
Take a deep dive look at the social media habits of your favorite coffee brands and coffee chains. What do they do to get social? Unmetric analyzes their content strategies and campaigns to understand exactly what it takes to engage your coffee loving audience
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Starbucks is one of the largest chains of coffee shops in the world. There are many topics that arise throughout the case with Starbucks Corporation. Starbucks Coffee is located worldwide and there are many different ways to look at this situation. The company offers a unique range of coffee, lattes, espressos, and café style drinks. The company intended to reach a specific target audience, but has ended up in many different markets and has been growing rapidly. Starbucks has greatly used the “youth appeal” strategy to gain entrance into new markets. However, such enthusiasm cannot be counted on indefinitely; other strategies are always in the works. Over time Starbucks has been able to acquire a solid brand reputation and has a world renowned company logo. There have been some distinguished controllable and uncontrollable elements Starbucks has encountered when entering global markets. The strategies of any company’s goals are vital to its success. This is one area Starbucks has excelled in, just as McDonald’s has in recent years. Starbucks has paralleled its branding with the actions found at any Starbucks across the world. They have an excellent company vision, which they stick to, which in turn assists their brand image. Starbucks’ image has been achieved not only through this and their massive global entrance, but through their ability to provide honest quality service. In recent years there was a time that Starbucks saw the opportunity to go global and jumped on it.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Starbucks is one of the largest chains of coffee shops in the world. There are many topics that arise throughout the case with Starbucks Corporation. Starbucks Coffee is located worldwide and there are many different ways to look at this situation. The company offers a unique range of coffee, lattes, espressos, and café style drinks. The company intended to reach a specific target audience, but has ended up in many different markets and has been growing rapidly. Starbucks has greatly used the “youth appeal” strategy to gain entrance into new markets. However, such enthusiasm cannot be counted on indefinitely; other strategies are always in the works. Over time Starbucks has been able to acquire a solid brand reputation and has a world renowned company logo. There have been some distinguished controllable and uncontrollable elements Starbucks has encountered when entering global markets. The strategies of any company’s goals are vital to its success. This is one area Starbucks has excelled in, just as McDonald’s has in recent years. Starbucks has paralleled its branding with the actions found at any Starbucks across the world. They have an excellent company vision, which they stick to, which in turn assists their brand image. Starbucks’ image has been achieved not only through this and their massive global entrance, but through their ability to provide honest quality service. In recent years there was a time that Starbucks saw the opportunity to go global and jumped on it.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
Designed and conducted surveys to understand key market segments for the brand
Analyzed primary research and secondary using programs like MRI+
Assisted with art direction in order to create brand concept
Created television and print ads and guerrilla marketing campaign
Over the past couple of weeks, MTM’s Cultural Insights team have been putting together their 12 Trends of Christmas, covering areas as varied as social media, gaming, wellness and content. We've now collated all of the trends into one handy, accessible report.
Mtm 12 trends of christmas - december 2021Hannah441543
It’s MTM’s ‘12 Trends of Christmas’, which covers trends that our Cultural Insights team has been identifying across sectors like media, branding, gaming and technology.
Jarrett Franklin Shared Latest Report of Food + Drink: Trends and futuresJarrett Franklin
Go through the presentation shared by Jarrett Franklin and know about the latest trends and future of foods and drinks. Stay tuned with Jarrett Franklin at twitter https://twitter.com/jarretfranklin9
Rosa Belinda Sanchez Shared a Presentation about Trend Report on Food and DrinkRosa Belinda Sanchez
Checkout this 20 pages presentation shared by Rosa Belinda Sanchez. This presentation is based on food and drink trend and future. Get in touch with Rosa Belinda Sanchez on twitter https://twitter.com/MOM_RosaSanchez
Advertising Project I did during my Sophomore Year at Ithaca College. The client was Eight O’Clock coffee and the target market was professional women.
This report covers those establishments where coffee is the primary sales item or the main selling point to attract consumers. They are based on the European and North American coffee shop models, offering a wide variety of coffee drinks, eg cappuccino, latte, mocha, etc. Other items are usually on sale, such as pastries, pasta, tea, coffee beans etc. However, the food offer may be restricted
UK beauty and skincare sector research and insights, part of what informed the brand repositioning of, and creative content for an independent women's beauty brand and the NPD of a new men's line.
Me-me-me-llenials: Gen Y Cohort insight by creative.unionKarl Aussia
The largest and most digitally empowered consumer group on the planet expect brands not politicians to save the world. Their ambitions for global sustainability is paradoxically equalled by their self-regard and capacity for shopping
Created by Karl Aussia | creativeunion.net
Isolation vs Emancipation of our Elders: Aging, beauty and technology insight...Karl Aussia
The ‘mature urban urbane’ are taboo-busting what it means to age but while some world-leading brands are responding, the elderly are generally undervalued and poorly catered for. Commercial opportunities are being over looked and many are failing to give our elderly due care
Created by Karl Aussia | creativeunion.net
#BRANDLONDON: place branding report by creative.unionKarl Aussia
The world’s most visited city, London has in recent years enjoyed stellar success that is now compromised by an unregulated focus on wealth. Disconnected from the capital’s rich cultural identity, this threatens to undermine its broader economies.
Featuring observations and opinions of some of the UK’s foremost developers, placemakers and cultural commentators, this #BRANDLONDON report seeks to understand whether the capital has the strengths, smarts and connections it needs to build on its dazzling recent record.
Created by Karl Aussia | creativeunion.net
UK & China food and agriculture insight by creative.unionKarl Aussia
A bite size insight report that identifies socio-cultural, political and economic factors to describe how new generation of British entrepreneurs are innovating Urban agriculture to feed booming city populations and what the UK Government can learn from China’s political commitment.
Created by Karl Aussia | creativeunion.net
#WILDCITIES : urban agriculture report by creative.unionKarl Aussia
As more of our city space disappears under concrete, glass and steel, our needs for nature express themselves in more and more aspects of how we live today.
Encompassing points of views of placemakers, urban planners and entrepreneurs, #WILDCITIES takes a look at how motifs of nature are being used and applied in the urban environment. It investigates topics as broad as - nature as the modern symbol of premium living and leisure, how it enhances a sense and well-being, through to eco-innovation, food production and urban farming.
Created by Karl Aussia | creativeunion.net
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Karl Aussia academic brief: coffee brand building research
1. KARL AUSSIA
Insight. Strategy. Communications.
karl@aussia.com +44 (0) 7712 191 902
COFFEE SECTOR RESEARCH
EDITS FROM ACADEMIC PROGRAMME
18.09.17
2. I find new
ways of
connecting,
people,
places and
ideas.
I’m a creative strategist, researcher and
qualitative insight specialist with broad
experience of working across multiple
communication channels on behalf of world-
leading communications agencies, brands,
media owners, creative industry and cultural
organisations.
I believe the most powerful communications
are founded on deep human understanding,
and through the application of insight-lead
strategy married to outstanding creativity.
I’ve a gained a strong reputation for re-
energising qualitative research and thought
leadership sometime published under the
company banner of creative.union.
Beyond communications and storytelling, I’ve a
growing focus on building loyal fandom by
defining brand purpose.
ABOUT KARL AUSSIA
2
3. “Super
charging
the 5th wave
of coffee
business”
3
Select edits from a recent research project used
to inform a hypothetical student brief along for
teaching brand building including new product
development (NPD) and activation.
Students are asked to evaluate and utilise this
research into the current coffee sector before
proceeding to create draft strategies to help
achieve our hypothetical coffee brand (Brand X) to
achieve their vision - bringing it to life by creating
a brand strategy – creative platform, creative brief
and integrated communications approach that can
include activation concepts:
THIS DOCUMENT
The vision challenge:
Brand X is ‘to be the recognised coffee expert
most loved and trusted by consumers - by
leading innovations and leveraging the brand
across all channels’.
5. UK COFFEE OUTLET MARKET OVERVIEW (2016)
5
22,845 estimated outlets
6% growth in outlets
12% outlet turnover growth
After 18 years of continued growth, the coffee shop market is one of the most successful in the UK economy
and is set to grow to 32,000 outlets with turnover of £16 billion by 2025, and outnumber pubs by 2030 as
coffee shops become ‘the new local’.
The global coffee industry is entering a new ‘5th Wave - The Business of Coffee’, This encompasses a
combination of all 4 previous waves - Tradition, Chains, Artisan and Science - where high quality boutique
chains will be a major feature going forward. Major operators are already adopting advanced business
practices to deliver authentic, artisan concepts at scale.
Costa, Starbucks and Caffè Nero remain UK leading chains with a 53% outlet share of the coffee shop market.
Market leader Costa operates 2,121 UK outlets, Starbucks 898, and Caffè Nero operate 650 outlets.
£8.9btotal annual turnover
SOURCES: Allegra World Coffee Portal. Project Café2017 UK . Sept 2017
Mintel. Grande growth: UK coffee shop sales enjoy a growth high Oct 2016
65%
of Brits have visited a
coffee shop in the past
three months
73% of coffee shop usage is by
consumers aged 16-24 years
6. FAST GROWING TRENDS
A revolution and growth in speciality coffee has
been lead by smaller, independent ‘artisan’
farmers, roasters and retailers, creating an
appreciation for great-tasting, speciality coffee
that’s now becoming a mainstream phenomenon.
Ahead of the game - discerning independent,
artisanal cafes are now seeking out specialist milks
and filtered mineral waters that lend themselves
to higher premium coffee.
One of the fast growing areas in beverage FMCG
is the RTD (ready-to-drink) segment. In the US
cold brew coffee, now being imported to the UK,
has experienced dramatic growth of 115% in the
past year (2016) with 24% of consumers reporting
they are drinking it.
Nitro coffee is borrowing equities from beer
servery while bartenders are using coffee.
6
Cool Hipsters
Partly driven by the coffee
obsessed NYLON (New York/
London) Hipster movement,
Cold Brew coffee is fast
becoming a cult product.
Starbucks Nitro
Borrowing equities from beer,
Starbuck have introduced Nitro
coffee created by adding
nitrogen to cold brew coffee,
resulting in a drink with a
naturally creamy mouthfeel
Alco-coffee
A new spate of award winning
coffee liqueurs launch in the
UK, part of the craft liqueur
trend set to sweep Britain.
Califia Nitro
Vegan, dairy-, GMO-, and
carrageenan-free. 3 Flavours
served in futuristic aluminium
bottles – latte, mocha, and New
Orleans
SOURCES: Coffee Tasting Club. Coffee Trends 2017. Oct 2016
Theieline. com. Califia Nitro Cold Brew. June 2016
Fortune. Why Craft Liquor Is the Next Big Thing. Oct 2016
The Telegraph. Tia Maria, meet Mr Black. Nov 2016
7. DEVELOP IDEAS AROUND CATEGORY, COMPETITORS & NPDs E.G.
7
NEW CATEGORIES & SERVICES
Similar to the gin sector exploring better
quality tonic waters, the premium end of the
coffee market is now exploring all the
ingredient elements that go into making
coffee.
Meanwhile coffee itself is coming to the fore
as an ingredient not only in cakes and cocktails
but also in savoury foods and beauty products.
Brand X needs to think holistically about its
ecosystem at every level including resourced
products used to make coffee products and
see where it could make inroads into owning a
collection of these. It also need to experiment
with knowledge sharing to test whether this
could be monetised like ‘Know How’ by PC
World.
It could perceive itself as an ingredient brand
and develop new categories and lifestyle
communications outside of its traditional
range, partnering with complementary brands.
?
8. NPDs & BRAND STRETCH – WHAT IF?
We created a pro-range of ingredients: to create
the ultimate in premium coffee ?
8
We borrowed the equities of single malt whisky:
to create single-origin coffees?
BrandX
How far can it go?We could become more of an ingredient brand:
involving the brand in TV shows like ‘The Great
British Bake Off’ that command enormous
audiences, and with famous chefs like Jamie
Oliver fill stadia with their cookery demos.
10. AREAS OF RESEARCH FOR CONSUMER SEGMENTATION
10
NEEDS ANALYSIS / KEY INFLUENCES / RITES & RITUALS / LANGUAGE / ACCESS POINTS /
FUNCTIONAL & EMOTIONAL BENEFITS ETC
DEMOGRAPHICS PSYCHOGRAPHICS BEHAVIORAL
Age PersonalityGeography
Ethnicity
Status
Income
Gender
Values
MediaLifestyle
Traits
Preferences
Semiotics
Usage
Frequency
Spend
ProcessCulture
Sexuality Beliefs Identity
Preferences
11. Millennials and their ‘Z’ cohort’, the world’s
largest consumer group, are driven by social
causes especially issues of sustainability while
paradoxically obsessed with presenting
themselves online like the big name global
brands they love to consume.
Brought up during a period of relative peace and
prosperity, those in the UK are currently forecast
to be the first generation since the 1950s to fail
to do better than their parents.
Globally outward looking and motivated by
innovation, they believe technology can make a
better world. They leverage social media to
expose wrongdoing and to draw attention to
social issues; aligning with brands that enable
them to express opinions and become active
advocates of the causes they believe in.
GEN Z & MILLENNIALS
11
Living and giving
Millennials prefer crowd
funding to direct donations
where they can see and
promote tangible results.
SOURCES: Business Insider. British millennials are £2.7 trillion poorer. Jan 2017
Achieve. The Millennial Impact Report. 2015
Giving time & money
84% of employed
Millennials made a
charitable donation in
2015 and are most likely
to get involved with
causes when offered a
range of volunteer
opportunities.
Green paradox
Primark announces it’s
‘green bag’ credentials
while selling masses of
low-cost, landfill fashion.
12. MILLENNIAL CONSUMERS
buy brands monthly that support a
good cause, up 47% in 2 years.
12
HOW NOT TO MARKET TO THEM
47%
88%
78%
71%
85%
7/10 consider themselves social
activists.
correlate purchase decisions &
recommendations with the social
good they make.
actively promote brand
products/services if there’s a cause
behind them, up 34% since 2008.
feel brands should address
social issues.
believe companies have the power
to influence societal change.
13. ECONOMIC OUTLOOK: GEN Z & MILLENNIALS
13
A report from the Resolution Foundation dovetails with a Bank of England study that identifies people under
age 45 are already 10% poorer today than they were in 2007.
Millennials have been robbed of the ability to do better than their parents because of a couple of key decisions
taken by their parents' generation. Those decisions were:
- To keep interest rates near zero after the great financial crisis of 2008.
- To abolish defined benefit pension plans in favour of defined contribution plans.
14. The over 50’s now account for a third of the
global population, and owns 80% of its wealth
(69.7%: UK household, equiv: £6.2 trillion).
Retiring no longer means winding down,
increasingly wealthy, active and mobile, older
people now bring huge cultural and economic
benefits, presenting previously unseen role
models to society.
Now the mature urban urbane, who invented
youth culture spanning Rock Roll, Hippy, Disco,
Punk, New Wave and Rave are taboo-busting
what it means to age by challenging ‘ageist’
messaging, forcing brands to listen and rethink
their tone.
A Mintel survey found 37% of the 50-68 age
group felt excluded in advertising, with 46 %
saying people are stereotyped as old at 50.
GEN X & BOOMERS
14
Aging badasses
Older women are shaking up
fashion. Charlotte Rampling 68,
Helen Mirren 69 and Tilda
Swinton, 53 are all retained as
house models to beauty brands.
96 year old interior designer Iris
Apfel, has become a
phenomenal global fashion icon
SOURCES The Telegraph. Over 50s women spent most on make-up. April 2015
Saga. Over 50s contribute more than 6 trillion to the UK economy. Jan 2016
Cosmetics Business. Men’s Market: Overview and Future Predictions. June 2015
Advance Style
In 2015, British women
spending on beauty rose 4.9%
but the biggest growth was in
men’s skincare increasing to an
estimated £911 million pa.
Nespresso have tapped the
Clooney effect’, while maturing
idols like David Beckham and
ethnic fashion models are
leading the charge on mature
style and visibility.
15. DEVELOP IDEAS AROUND CUSTOMER INSIGHT & SEGMENTATION E.G.
15
REFRAME THE WAY YOU SPEAK & PORTRAY
DIFFERENT GENERATIONS
Conformist Millennials, the largest consumer
group on the planet don’t have the most
disposable income. They are increasingly
cynical and vocal about the way they are
described in media as narcissistic and lazy, and
also how they are so transparently and poorly
targeted via social media.
Meanwhile, richer taboo busting 50+ year olds
are still rebelling by reinventing aging. Young
people may be the highest consumers of social
media but the 50+ who invented the internet
are catching up.
Brand X needs to champion each generation
helping then overcome media stereotypes.
They need to invite youth into the brand –
making it their own and helping them achieve
their life goals. And, similarly they need to
celebrate mature people and cater for their
specific indulgences and leisure needs.
?
POTENTIAL YOUTH THEMES
Value orientated products that feel prestige
Experiential rewards
Participation in brand causes
Eco transparency & challenge prizes
Socialise commerce
Mindfulness
POTENTIAL MATURE THEMES
Seeking out the new ultra mass-premium
Connecting with and contributing to real society
Leisure & wellness pursuits: coffee & beauty
Taboo-bust stereotypes of aging
17. THE RISE OF ETHICAL BRANDS
In a ‘post-Bling’ world following global recession,
corporate scandal, and where 1% of the world’s
population hold 80% of its wealth, polarised public
opinion is opening debate, challenging us all to
reassess our ethical values and expectations.
Increasing public awareness of nuanced debate
around issues of gender, truth, sustainability, race
bias, BREXIT, data use and privacy are all themes
making impact across sectors and culture at large
today.
Social purpose, use of big data, holistic wellness,
and above all environmental sustainability, are all
big issues driving Brand Xehaviour today.
17
“Our research shows that
54% of consumers are on
the tipping point of
purchasing sustainably.
There is a huge economic
opportunity for businesses
that are able to build brands
with real purpose which
consumers care about”
Keith Weed.
Chief Marketing & Communications Officer, Unilever.
18. Research published by the UK Government identified that the ethical standards of retail companies and the
products they sell increasingly influences consumer choice.
Ethics matter to at least ‘a little’ to more than four in five adults (83%) and ‘a great deal/ fair amount’ to half
(49%) clearly outweighing the indifferent. Barriers to to ethical purchase are prices and accessible, reliable
information.
SOURCES: UK Government, Department for Business Innovation and Skills. Views on ethical retail. June 2014
ETHICAL CONSUMPTION TREND
18
19. ETHICAL COFFEE TREND
For the last 12 years the retail sales of Fairtrade coffee in the UK increased nearly 10 times.
Although not the biggest coffee consumers in the world, the UK remains the 9th largest coffee importer, and
makes huge impact on the global coffee market. The 2nd biggest player in UK coffee shop business is one of the
largest purchasers of Fairtrade coffee products, as well as many of the independent coffee shops
19
80%of the world’s coffee is produced by
smallholders
SOURCES: Mintel. Grande Growth: UK Coffee Shop Sales Enjoy a Growth High. April 2017
87% of coffee drinkers try to dispose of their
packaging waste in recycling bins
58% of coffee drinkers would like a discount for
using their own travel mugs.
40%of coffee drinkers wouldn't mind being
charged extra for 100% recyclable cups
20. As consumers increasingly seek out brands with purpose aligned to their own values, brands are investing in
local and national initiatives.
Youthful brands targeting Millennial mindsets are engaging in weighty topics that champion causes and drive
social change– from sustainability, gender to body image and beyond.
COLLABORATIVE SOLUTIONS & CAUSE MARKETING
20
Waitrose localised CSR
Shoppers receive tokens to place
in a box relating to 3 local
causes. The more tokens a cause
gets, the bigger the donation.
Pampers partner UNICEF
Since 2006, the partnership has
helped eliminate Maternal and
Neonatal Tetanus in 15 countries.
Tom’s One for One
Tom catapulted to fame
following their promise to
donate a pair of shoes to those in
need overseas for every pair
purchased.
Collaborative sustainability
A shift in the collaborative
relationship between customers and
retail brands is occurring, especially
the removal of single use plastics
from reusable packaging, through
selling out of date and disfigured
foods, to product personalisation.
Patagonia flipped Black Friday
Patagonia attracted worldwide
coverage and record sales by
donating 100% sales profit to its
core causes on Black Friday also
generating a legion of new fans
subscribing to its newsletters and
activities.
21. DEVELOP IDEAS AROUND MACRO-TRENDS & SOCIAL ISSUES E.G
21
WIN ON TRUST, OPENNESS & AUDIENCE
PARTICIPATION WITH PURPOSE
Ethics sell, and greater digital transparency is
the future. Brand X needs to be clear on how it
connects all its activation, experiential and
CSR programmes united under brand purpose.
It needs to establish tenets for ethics and know
how to apply these as principles across all
areas of the fast-changing business landscape.
Rome cannot be rebuilt in a day but the public
will value transparent commitment so long as
they can see results, and where possible,
participate in positive change.
BREXIT is a harsh topic that divides the nation
so communications must be finely attuned to
engender a sense of pride without implying
nationalism. Helping to build British business
will gain brand love. Coffee, seen as a
European phenomenon, has actually been
embedded in British culture since the Age of
Enlightenment and can reside at the heart of
the nation.
?
KEY THEMES
Initiating an ethical approach along the entire value
chain, and inviting the public into participate in
crowdsourced solutions and industry innovation
Inviting people to learn about and/or have a role in
the wider coffee industry under brand purpose
CSR as consumer facing marketing
Localised community building & social initiatives
New post-BREXIT British sensibilities & business
building that appeal to both sides of the debate.
Incorporating coffee into holistic wellness regimes
& experiences
Coffee personalisation in ways that drive
sustainability
22. We created coffee clubs ta linked satellite cafes
and home service: where the role of barista’ &
mixologists was to teach you, not just make you?
DEVELOP IDEAS FOR INTEGRATED EXPERIENCE E.G. WHAT IF?
22
We partnered with world-leading smart tech &
engineering brands: to build the future of
personalised coffee makers and vending?
Where your favourite
types of coffee serve
could be automated into
your mobile for café &
home?
You could personalise your blend & roast: and
have it delivered to your local café, store, home?
Where you get help -
career training, setting up
your own independent
franchise, or can take
challenge prizes to
innovate the industry?
SOURCES: PR Newswire. Research and Markets - Global Smart Coffee Maker Market Growth. Jan 2017