The document discusses 3 key marketing trends for 2016 based on a home insight report. The first trend is the "Seamless Home" - promoting technology as an enabler of downtime and relieving consumer concerns about overreliance on smart devices. The second is "Collective Empowerment" - communicating shared values to build trust as consumers empower themselves. The third trend is "Honesty" - focusing on transparency, simplicity, quality, and longevity to meet consumer demands for ethical and sustainable brands. The document provides guidance on incorporating these trends into 2016 marketing messages.

1. How to Shape your Marketing
Campaign for 2016 /
From our 2016 Home Insight Report, we share 3 key trends that should
shape messages for your marketing in the coming year.

2. Understanding the future concerns of your
customer is key to developing timely, relevant
marketing campaigns.

3. The Seamless Home

4. What’s the Insight?
The average consumer now relies
heavily on devices, applications and
appliances as part of a seamlessly
flowing home life.
As a result, concern about the
negative impact of smart technology
on our lives has grown.
The Seamless Home

5. For 2016, this mindset starts to shift towards a
more positive approach. New products and apps
emerge that make our lives simpler and easier,
allowing consumers to offload responsibilities
and ‘switch off’.
The Seamless Home

6. What does this Mean?
Simplification, ease and efficiency
are all key concepts to engage
consumers with. Communicate how
your product will free up more of
their time to relax and do the things
they enjoy.
The Seamless Home

7. Promote technology as an enabler of
‘down-time’.
Technological devices can become a positive
source of healing and relieving anxieties.
The Seamless Home

8. Collective Empowerment

9. What’s the Insight?
Connectivity and sharing have
had a huge impact on consumer
trends. Individuals and groups are
discovering the potential of digital
tools to affect change on a large
scale.
Collective Empowerment

10. Rather than simply sharing our lives, consumers
share skills, assets and time to create
meaningful change.
The balance of power is swinging away from
corporations towards individuals.
Collective Empowerment

11. What does this Mean?
This trend is driven by a lack of trust in
large corporations so it is essential to
connect in a meaningful way with your
customer.
Communicate with them through
shared values, rather than segregating
by age-targeted advertising.
Develop campaigns that celebrate a
collective voice, connect people and
encourage social interaction.
Collective Empowerment

12. Honesty

13. What’s the Insight?
Now more aware of ethical processes,
consumers are mindful about their
purchases, with a tendency to choose
honest, long lasting products for the
home.
Honesty

14. Sustainability is no longer a preference or
a bonus but an essential requirement that
consumers expect brands to reinforce, with
genuine commitment.
Honesty

15. What does this Mean?
Honesty, simplicity, quality and
longevity are all concepts brands
should be reflecting within campaigns.
Honesty

16. Focus on brand transparency and connect
with consumers on their level to build trust.
Honesty

17. Narratives in advertising should reflect the
considered lifestyle that today’s consumer
has now adopted.
Honesty

18. Find out More
For more exclusive insights, visit our blog for more guidance on
how to target your customer in the most effective way.
Visit our website or get in touch for more information on our
Insight Reports for the Home and Kids’ Lifestyle.
enquiries@trendbible.com

19. 19
Client Name
The more that you understand about the likely future,
the more you can shape it to be as you wish.
You might not be able to change the shape of the
future itself, but you can adjust your own position to
take best advantage of future developments.
Ray Hammond Scary/Wonderful
”
Why forecast trends?
“

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