Trends influencing the marketplace and culture in 2015 include retail being available everywhere through new technologies, marketing reflecting America's changing diversity, food becoming central to personal identity and health, brands communicating in a more candid and genuine voice, a focus on optimism and shared experiences, and urban growth occurring in mid-sized cities. Americans are embracing new technologies, open to experimentation, and desire seamless shopping experiences regardless of location. Cultural shifts require an omnicultural approach to marketing that celebrates both diversity and shared values. Food choices reflect personal wellness strategies and how people want to present themselves. Candid communication in a straightforward tone builds stronger connections, while focusing on fun and shared experiences resonates with consumers' priorities. Urban growth is occurring in mid
Upshot has released its fifth annual trends report spotlighting technological, demographic and cultural shifts that will shape the landscape for marketers and brands in 2014.
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
Upshot has released its fifth annual trends report spotlighting technological, demographic and cultural shifts that will shape the landscape for marketers and brands in 2014.
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
The key consumer trends and insights influencing the Beauty sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
Connecting with a changing shopper and the future of retailJayant Murty
The future of retail is as much about physical spaces as mental spaces. At this Asian Retail conference at Bali I explored where physical meets virtual , where analog meets digital and where shoppers are intercepted by branded inspiration and information when they need them the most and not polluting or interrupting the consumers life or their life style
11 Trends That Will Shape Shopper Marketing In 2018John Andrews
Shopper behavior change is accelerating and the front porch is becoming the new store shelf. In this new retail paradigm, relevancy depends on great content that helps shoppers along the path-to-purchase.
[Grocery&Drinks] Alimentação saudável e personalizadaE-Commerce Brasil
Henrique Dorizzotto Castellani, Co-Founder e COO da Liv UpAlimentação saudável e personalizada.
Saiba mais em https://eventos.ecommercebrasil.com.br/congresso-grocery/
Codes for Coffee: Mock Starbucks Social ResponsibilityBrent A. Hamilton
The blissful ignorance surrounding hunger and lack of adequate nutrition is an issue forced inadvertently to the background; this charitable discrepancy is an effect of the textbook execution of a marketing strategy for diseases such as cancer, diabetes and others thus creating a hierarchy of public concentration.
Thanks to the campaigning and charitable donations, preventative disease awareness has become a welcomed staple in the progressive American experience. We at Starbucks have evaluated the silence surrounding hunger in the United States, and decided to use our influence to provide sustenance and bring light to a starved issue currently lying idle behind the shade of
others. We hope to be a voice to the 46 million Americans suffering with hunger and make feeding our nation a more significant cause in the minds of the general public.
The key consumer trends and insights influencing the Beauty sector in 2018 – based on consumer research and analysis from behavioural insights practice Canvas8.
Radius shopper marketing - the full storyJohn Storey
1. What is shopper marketing all about?
2. The retailer
3. Shopper Vs. Consumer
4.1. Shopper ergonomics
4.2. Shopper behaviour
5. Great shopper marketing
6. Shopper research
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
Connecting with a changing shopper and the future of retailJayant Murty
The future of retail is as much about physical spaces as mental spaces. At this Asian Retail conference at Bali I explored where physical meets virtual , where analog meets digital and where shoppers are intercepted by branded inspiration and information when they need them the most and not polluting or interrupting the consumers life or their life style
11 Trends That Will Shape Shopper Marketing In 2018John Andrews
Shopper behavior change is accelerating and the front porch is becoming the new store shelf. In this new retail paradigm, relevancy depends on great content that helps shoppers along the path-to-purchase.
[Grocery&Drinks] Alimentação saudável e personalizadaE-Commerce Brasil
Henrique Dorizzotto Castellani, Co-Founder e COO da Liv UpAlimentação saudável e personalizada.
Saiba mais em https://eventos.ecommercebrasil.com.br/congresso-grocery/
Codes for Coffee: Mock Starbucks Social ResponsibilityBrent A. Hamilton
The blissful ignorance surrounding hunger and lack of adequate nutrition is an issue forced inadvertently to the background; this charitable discrepancy is an effect of the textbook execution of a marketing strategy for diseases such as cancer, diabetes and others thus creating a hierarchy of public concentration.
Thanks to the campaigning and charitable donations, preventative disease awareness has become a welcomed staple in the progressive American experience. We at Starbucks have evaluated the silence surrounding hunger in the United States, and decided to use our influence to provide sustenance and bring light to a starved issue currently lying idle behind the shade of
others. We hope to be a voice to the 46 million Americans suffering with hunger and make feeding our nation a more significant cause in the minds of the general public.
The dry-run of my presentation tomorrow night at Ignite Phoenix #6. My first 3 focused on "big" things. This one kicks off what I hope will be the beginning of a new trilogy focused on "weird" things. This one is time. Next up will be distance and numbers. Because some of this stuff is just... weird.
Emerging Trends Changing Grocery Marketing
Through our experience with Fresh & Easy and an analysis of new consumer behaviors driving today's grocery marketplace, we've assembled an informative 17-page report that helps grocers connect with consumers, remain culturally relevant and drive store traffic.
This report outlines 10 of the most compelling macro trends identified today—trends whose impact will be felt in 2015 and beyond as they continue to unfold, the ones shaping societal mood, behaviors and attitudes. This report explores where these trends stand now and where they’re headed, with insights gleaned from a J. Walter Thompson MEA survey of consumers across six key regional markets and a spectrum of industry experts and innovators.
The Future of Food Communications: Winning Share of Mouth in the Conversation...MSL
In this edition of the People’s Insights Series, MSLGROUP explores Six Communication Drivers for Winning Share of Mouth in the Conversation Age. This publication features the voices of experts from inside and outside MSLGROUP who examine current food trends, consumer food behavior and how food technology can enable food companies to be at the forefront of innovation.
If you are looking for a partner to bring a contemporary perspective to communicating around your business and brand, then let’s start a conversation today. Get in touch with us for a customized diagnostic workshop. We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
Introducing our 2015 FMCG trend report. We have looked at all the recent global and local trends on the FMCG category across the Consumer and Food Services industry. Enjoy!
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
In this guide, you will discover a distilled best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
COVID-19 // The Meaningful Shift // LATAM POVHavas
We are currently facing unprecedented times, in which the daily lives of individuals, companies, and communities are being totally disrupted. This has made us reflect on the way in which people react to these types of events. Regardless of the nature of a crisis - political, social, climatic and natural phenomena or health issues - human beings instinctively shift our behaviors and prioritize our personal and our family’s safety, heightening the search for information that allows us to feel more in control and confident of what we are experiencing.
Understanding the role that a brand can play in people's lives can be very useful in these times, especially if we can pinpoint how a brand can add value; be it from a functional standpoint through its product or service, or by leveraging what’s personally important to people (facilitating life, make people feel calm with their decisions …), or through a brand’s role within the collective well being of a community.
At HAVAS, brands that define their strategy through the value they create are called “meaningful brands”. This is our point of view on how brands in Latin America have the power to shift their strategies in times of crisis and gain relevance within our society when we need them most.
The key is digitally retooling the store experience to deliver on consumers’ social shopping preferences and desire to feel valued across every touchpoint.
What a year it promises to be! The digital revolution continues and is opening a world of options for shoppers, brands and retailers. Coupled with an increasingly positive economic outlook and a couple of massive sporting events, we can expect an increasingly positive year in the shopper world. Look into the Mars crystal ball and let's follow some shopper trends we have our eye on.
Success at retail is about creating great experiences. Just like dating.
Sources:
1. 2011 Rightnow Customer Experience Impact Report
2. Harbor Industries: Industry Trends and Insights
3. Kissmetrics - The Price of Bad Customer Service
4. Forrester / The Business Impact of Customer Experience, 2012
5. Dr4ward / What is Social Currency and How Does it Effect Social Commerce? Infographic
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
2. RETAIL EVERYWHERETREND
ONE
INSIGHTS
Have device, will shop. The digital world has forever
altered the shopping landscape, an evolution we’ve
explored in past trend reporting. Today’s shoppers
don’t just expect an online-like experience regardless of
location, they increasingly desire for the world around
them to be shoppable. In an omnichannel race to
retailing success, retailers across categories and channels
are rolling out tools and experiences to satisfy these
expectations for a purchasing experience that’s simple,
seamless and maybe even fun.
We expect 2015 to further solidify the idea that much
of our world is now a purchasing platform. Inspiration is
becoming dynamic, with 2015 sure to welcome more
technologies that promise to shorten the time and distance
between discovery and purchase. The urge to own can
be sparked in the physical and digital worlds with social
commerce tools like Like2Buy and Cortexica’s and Slyce’s
visual search technology.
In the brick-and-mortar environment mobile payments,
beacon technology and improved app experiences
should all spur more online-like experiences for shoppers.
Shoppable walls and interactive customer service are
blending physical and digital capabilities. Brands will
also invest more in their flagship stores as they become
more critical in showcasing a retailer’s core brand in a
more experiential and immersive manner not typically
accessible to shoppers online. Incorporating both
digital technology and analog offerings like coffee
shops, restaurants, community spaces and customized
merchandise will contribute to more experience-driven
retail environments. Delivering compelling reasons to visit
a physical store will not only build shopper loyalty, but
may also mitigate retailers’ declining traffic with higher-
value purchases.
MARKETPLACE MANIFESTATIONS
Look to Target’s recent moves to make its mobile app
a bridge between online and offline as a harbinger of
more innovation in the mass channel. They promise that
their acquisition of Powered Analytics will allow them to
deliver contextually relevant rewards instore, while their
integration of Point Inside will provide mapping and alerts
about nearby deals. We’ll be following Nordstrom’s,
Gap’s, as well as Target’s efforts to make Instagram a
platform for easy acquisition, and keeping an eye on
visual mobile search’s success with Neiman Marcus
fashionistas out to purchase that fabulous bag they just
photographed with their phones. Shazam for shopping?
Count me in.
FOOD FOR THOUGHT
Retailers, are your omnichannel
initiatives still focused on
operations? If so, it’s time to
shift your priorities towards your
shoppers’ expectations and desires.
For brands, 2015 will bring more
opportunities to inspire consumers
who may be in shopper mode
anywhere and at any time. For
brands, it’s imperative to consider
where you fit in your key retailers’
“retail everywhere” initiatives.
3. TREND
ONE
TODAY’S SHOPPERS DON’T JUST EXPECT AN
ONLINE-LIKE EXPERIENCE REGARDLESS OF
LOCATION, THEY INCREASINGLY DESIRE FOR
THE WORLD AROUND THEM TO BE SHOPPABLE.
TREND
ONE
4. OMNICULTURAL MARKETINGTREND
TWO
INSIGHTS
In 2015, we expect the marketing world to move away
from an obsession with any one particular consumer
demographic group. Need I mention Millennials,
anyone? Instead, smart brands will market to the broader
culture that reflects both our diversity and our unifying
values. Instead of focusing myopically on one generation,
insightful marketing will come from examining broader
cultural transformations that are changing behaviors and
expectations regardless of any particular generational
or ethnic designation. Acknowledging and celebrating
diversity remains essential, but to do so effectively requires
an omnicultural perspective that also celebrates our
shared experiences, priorities and curiosity about the
larger world.
The digital world is both a conduit and an example of
this accelerating adaptability and openness. Consider
how quick we are to adopt new forms of communication
and digital behaviors. Seemingly overnight, we’re all
swiping, messaging, streaming and talking to our devices
regardless of our age, race or ethnicity. At the same
time, the world of content accessed by these behaviors is
more varied than ever, allowing us to enjoy music, food,
entertainment and ideas across a spectrum of tastes,
genres, eras, etc. This access has fostered a cultural
plasticity where different generations and ethnicities can
have more in common than ever, as diversity in music,
food, entertainment and ideas is valued as both modern
and smart. Whether it’s President Obama riffing on Iggy
Azalea’s “Fancy,” or parents sharing musical playlists with
their kids, our tastes and interests are less likely to silo
us. Instead we expect variety, respect individuality and
respond to the shared aspirations and values that unite us.
MARKETPLACE MANIFESTATIONS
With its celebratory “This Is Wholesome” campaign,
Honey Maid spotlighted not just the diversity of today’s
families, but also their shared joys and experiences. On
a global level, Starbucks’s new “Meet Me at Starbucks”
campaign does a lovely job of focusing on human
interactions with the brand in the background as the
welcoming environment where these moments play out.
FOOD FOR THOUGHT
Taking an omnicultural approach
provides an opportunity for brands
to identify the behaviors, themes and
human truths that resonate with us
beyond a mere demographic. Are
you thinking about where your brand
plays among broader cultural shifts?
5. TREND
ONE
WE EXPECT VARIETY, RESPECT INDIVIDUALITY
AND RESPOND TO THE SHARED ASPIRATIONS
AND VALUES THAT UNITE US.
TREND
TWO
6. TREND
THREE IT’S NOT A DIET, IT’S MY LIFESTYLE
INSIGHTS
The old adage “you are what you eat” has never been
more widely embraced. Whether we’re going gluten
free, becoming clean eaters, embracing flexitarianism
or telling big government to stay out of our stash of soda
and Doritos, we have collectively recognized the central
role of our diet in both our health and wellbeing and our
personal identity. What we eat is not just who we are,
but who we want to be.
Food has become central to our personal strategies
around health and wellness. We equate our diet with our
stamina in a fast-paced society. We recognize that our
choices all contribute to how we hope to age and how
we plan to stave off illnesses that could eventually slow
us down. Food is also a factor in our mental wellbeing,
whether it’s in the form of an indulgence or the ability to
disconnect and enjoy a communal meal with friends and
family. Our diet is a central element in our beliefs about
quality of life.
What we eat has also become more closely tied to our
sense of who we are and the type of person that we
present to the rest of the world. For instance, when we
share stories or photos of the restaurant meals we’ve
enjoyed, the foods we’ve sampled while traveling or our
accomplishments in the kitchen, we’re broadcasting our
sense of adventure, our creativity and our joy in discovery.
MARKETPLACE MANIFESTATIONS
A greater emphasis on food as a conduit for health and
vitality doesn’t mean the entire nation will be stocking
up on kombucha at Whole Foods. While that retailer
for the foodie and food-source-obsessed set continues
to please both investors and shoppers, mass grocers
who’ve expanded their organic and upscale assortments
are making mainstream shoppers both happy and
loyal. Retailers like Mariano’s, Wegman’s and even
that stalwart of the industry, Kroger, are finding success
with a blended approach to assortment that addresses
the shopper who’s buying more organic, more natural,
but also wants her Diet Coke in the same basket. These
food progressives, as consulting firm Hartman Group
has labeled these retailers, will continue to succeed in
building sales and loyalty by tapping into our collective
belief that our food choices dictate how we feel and age.
Brands are also succeeding in tapping into food’s role
as a reflection of our identity. To promote its status
as the brand of choice for bakers, King Arthur Flour
launched an online Baking Bootcamp where home bakers
were encouraged to post pictures of their creations in
conjunction with popular blogger and author Joy the
Baker. Consumers who did not only entered to win prizes,
but also were able to share the photogenic results across
social media. And not to be left out, non-food brands are
aligning themselves with our food-loving culture as well.
Just take a look at MasterCard and Range Rover partnering
with the epicurean media platform Tasting Table.
FOOD FOR THOUGHT
As food has become woven into
the culture, our choices and interests
in food have become stronger
markers of who we are and who
we wish to be. How can your brand
message reflect these ideas about
food and health? Are you facilitating
opportunities for consumers to
express themselves via food and
food-related experiences?
7. TREND
THREE
WHAT WE EAT IS NOT JUST WHO WE ARE,
BUT WHO WE WANT TO BE. WHEN WE
SHARE PHOTOS OF OUR MEALS WE’RE
BROADCASTING OUR SENSE OF ADVENTURE,
OUR CREATIVITY AND OUR JOY IN DISCOVERY.
8. TREND
FOUR CANDID BRANDS
INSIGHTS
Over the years, our trend report has highlighted the
influence of transparency on consumers’ relationships with
brands. As access to information has grown, consumers
have certainly become more skeptical about brands’
motivations, but expectations continue to evolve. Today’s
most trusted brands often communicate with a candid
message and voice. Some are even acknowledging that
they are not the center of their consumers’ lives. Instead,
they’re demonstrating how they contribute to what really
matters to the consumer. It’s no longer enough to be
transparent. Consumers want brands to be genuine with a
simple, straightforward promise.
More brands are abandoning an old-fashioned formal
tone that spoke of distinct roles and authority and
embracing a voice that’s friendly and direct. In a culture
where we’re prioritizing experiences and surgically
eliminating anything that takes too much time or mental
energy, communication should be personalized. In 2015,
make it easy, make it personable, and get to the point.
MARKETPLACE MANIFESTATIONS
Pure-play ecommerce brands like Zappos and Amazon
were early to this new cheerful tone. Who hasn’t noticed
the pithy messages in their Zappos deliveries and smiled?
But stalwarts of tradition in the banking world have also
embraced a more pragmatic and straightforward tone.
Bank of America’s “Life’s Better When We’re Connected”
campaign positions the brand as a facilitator and “not
the center of your lives,” while Discover card promises
to be “fair, safe, generous, flexible and human” with its
“We Treat You Like You’d Treat You” campaign riff on the
Golden Rule. In the wireless category, T-Mobile continues
to cause fits for its competitors with its successive rejection
of category conventions by eliminating domestic overage
fees, offering free streaming of music and introducing a
variety of other Uncarrier innovations.
FOOD FOR THOUGHT
Brands will connect at a more
personal level when they’re direct,
honest and human. Transparency is
a point of entry in doing business,
but to be transparent and continue to
speak and act like a business drone
misses the point of today’s no-b.s.
consumer mindset.
10. TREND
FIVE SHOW ME THE FUN
INSIGHTS
Last year’s trend report highlighted “Contentment is the
New Cool,” where we explored Millennials’ changing
definition of success and achievement. Less likely to
follow traditional life trajectories, younger consumers
are more apt to value shared experiences, novelty and
exploration. Now, with a recession mindset finally
receding, more Americans are looking for messages that
reflect a greater sense of optimism and prioritization of
shared experiences. Brands will increasingly reflect these
aspirations with campaigns that highlight a collective
cultural desire for joy, discovery and good old-fashioned
fun. The tone that resonates with this audience isn’t all
snark and irony. It’s optimistic and smart, and nice is the
new cool.
Just look to the perennial late-night TV wars for an
example of how fun and nice succeeds. Jimmy Fallon, a
Gen X-er, has established himself as the late-night host for
the optimistic, fun-seeking Millennial set and beyond. He’s
quickly become an omnicultural celebrity who appeals
to a broad audience with not only a never-ending stream
of fun and creative hijinks, but also a super-savvy social
media strategy that spreads that fun afar.
MARKETPLACE MANIFESTATIONS
What’s more fun than an Andrew W.K. party anthem?
Google’s new Android campaign “Be Together. Not the
Same” with W.K.’s “Party Hard” soundtrack dispenses
with the heartwarming, almost meditative spots we’ve
seen from many of the tech giants. An operating system
becomes a conduit for a good time. Of course, it’s
not just TV where brands are extolling “fun” to connect
with this mindset. Brand sponsorship of music festivals
continues to break records as these communal events
draw millions of enthusiastic fans with multiple days of
music and celebration. In the social sphere, Mercedes-
Benz’s #GLApacked campaign on Instagram is a
perfect example of infusing your offering with a sense
of adventure. The company loaned popular Instagram
users a Mercedes GLA to travel across the country while
documenting their trip on Instagram.
FOOD FOR THOUGHT
Does your brand’s message reflect
a mindset where the pursuit of
one’s passions is celebrated? Are
you reflecting consumers’ growing
optimism and desire for novelty?
Consider where your brand can
join the party, spur an adventure or
just help us all reflect on the joy to
be found in the everyday.
11. TREND
FIVE
YOUNGER CONSUMERS ARE LOOKING FOR
MESSAGES THAT REFLECT A GREATER SENSE
OF OPTIMISM AND PRIORITIZATION OF
SHARED EXPERIENCES.
12. TREND
SIX URBAN ANYWHERE
INSIGHTS
For the past several years, we’ve been following
America’s growing urbanization as more of us are
attracted to the country’s largest metro areas, not just for
economic reasons, but also to satisfy our desire for access
to the arts, restaurants and vibrant, walkable centers.
As a result, many of the country’s largest metro area’s,
like DC and LA, have experienced an influx of younger
Americans. However, for 2015 we’re tracking the trend
towards growth in smaller cities and non-core urban
destinations. Cities like Nashville, Portland and Denver
have successfully repositioned themselves as vibrant
communities attracting college graduates and young
families seeking the best amenities of a big city, but with
the charm and ease of living “smaller.”
MARKETPLACE MANIFESTATIONS
While the country’s smallest and most rural communities
continue to face challenging population declines, these
mid-sized cities have proven that in an interconnected,
digitally empowered society, a shared culture of ideas
and amenities can be had in a variety of geographies.
Brands like Starbucks, Whole Foods and that little
champion of local messaging, Trader Joe’s, have
expanded to smaller markets and localized their stores to
community tastes.
FOOD FOR THOUGHT
Especially as brands race to
connect with younger consumers,
it’s important not to assume that
they’re all moving to Brooklyn (and
growing beards) or San Francisco
(and launching start-ups). Marketing
imagery will need to reflect this
new urban-anywhere dynamic
and acknowledge that our digital
connections not only bring the world
to us, but they’re also helping us to
shape our communities in many parts
of the country.
13. TREND
SIX
CITIES LIKE NASHVILLE, PORTLAND AND DENVER
HAVE SUCCESSFULLY REPOSITIONED THEMSELVES
AS VIBRANT COMMUNITIES PROVIDING THE BEST
AMENITIES OF A BIG CITY, BUT WITH THE CHARM
AND EASE OF LIVING “SMALLER.”
14. TREND
SEVEN MOBILIZED WELLNESS
INSIGHTS
Over the years we’ve highlighted Americans’ changing
strategies around health with more of us not only taking
a more active role in the management of our wellness,
but also tapping into a wider ecosystem of information
and care. Back in 2012, we called this “A World
of Wellness.” Now, as fitness and health-focused
wearables become more ubiquitous, this ecosystem
has become even more individualized, customized and
trackable. As consumers expect these devices to be more
multifunctional, we predict that 2015 will bring more
digital and mobile health solutions that incorporate a
holistic array of metrics encompassing fitness measures,
vital signs and diagnostic metrics associated with specific
medical conditions.
Today’s wearables tend to focus on discrete sets of data
that appeal to different segments of consumers including
hardcore fitness buffs, casual exercisers, the fashion set
and data geeks. But the future of these devices will be
shaped by the fact that Americans’ interest in total health
has intersected with a revolution in mobile adoption and
new sensor technology. The next iteration of wearable
technologies will provide whole-body assessments, with
mobile devices acting as a centralized database and
dashboard for users. As fitness wearables and mobile
diagnostic devices converge and integrate, individuals
will have a more seamless experience of their personal
physical data collection. Such holistic devices and
platforms can make the data far more actionable and
valuable, leading to swifter mass adoption.
MARKETPLACE MANIFESTATIONS
Even with household penetration just beginning to
accelerate, a variety of brands have started to explore
where they may play in a mobilized world of wellness.
We’ll continue to track Walgreen’s efforts in this space as
they integrate data from different wearables and mhealth
apps into their Balance Rewards loyalty program. This
year, we’ve also seen the introduction of several new
mobile connected devices for those who suffer from
hypertension. iHealth, with its Apple Health integration,
allows users to track their blood pressure readings and
merge this data with other fitness and wellbeing data
collected either from an existing wearable or, starting next
year, via Apple’s much anticipated Watch.
FOOD FOR THOUGHT
If your brand can contribute to
consumers’ efforts to achieve health
and wellbeing, it’s time to consider
where you may integrate with their
growing interest in mobile health
and fitness tracking. Can you deliver
rewards, incentives, content or other
tools that augment their use of mobile
health devices for whole-body health?
15. TREND
SEVEN
THE NEXT ITERATION OF WEARABLE TECHNOLOGIES
WILL PROVIDE WHOLE-BODY ASSESSMENTS, WITH
MOBILE DEVICES ACTING AS A CENTRALIZED
DATABASE AND DASHBOARD FOR USERS.
16. TREND
EIGHT BRANDS & THE SOCIAL QUID PRO QUO
INSIGHTS
Facebook may be only ten years old, but boy, have
things changed during that decade of widespread social
media adoption. Over the years, brands have focused
on getting liked, friended, followed, etc., sometimes with
little to show for their efforts. We expect smart brands
in 2015 to recognize that the dynamic has shifted.
Consumers now recognize that interacting with brands
online is a reciprocal relationship where their willingness
to follow, like, share, “shout out” and show off a brand
may not only deliver a reward, but also enhance their
digital experiences. And while the traditional definition of
a reward has been access to coupons or other discounts,
consumers are now often willing to interact if that interplay
helps build up their own social media identity. If the
interaction relies on existing behaviors such as tagging,
posting, and sharing in a way that’s natural, and actually
spotlights the consumer, the value may lie in the social
currency that comes from being invited to participate in
and influence the brand’s online identity.
MARKETPLACE MANIFESTATIONS
Partnering with Curalate’s Fanreel platform, brands like
Urban Outfitters, Lucky Brand and Saks Fifth Avenue are
encouraging their shoppers to tag photos of themselves
wearing their merchandise in exchange for being featured
in the retailers’ social media presence, campaigns or
catalogs. The images can then also be linked to product
pages if the items in the photo are still available for sale.
A win for the shopper who gets to show off her style and
for the retailer who may then win another sale.
To capitalize on the abundance of brands seen in
consumers’ social media images and videos, the content
marketing firm Thismoment creates dashboards for
brands like Levi’s, Sephora and Coca-Cola to follow
what consumers are posting in real time. If a brand sees
a particularly great image, it can immediately ask that
user for permission to use it in its marketing. The brand
acquires the sort of authentic content that resonates with
today’s consumers, and the “owner” of the image or
video gets a little slice of advertising celebrity.
Brands also continue to invite consumers to showcase
their personal experiences and contribute to the brand’s
broader marketing efforts. For instance, this summer,
Corona’s “Fill Your Summer” program encouraged beer
drinkers to capture images of their summer, which the
brand then featured online and in national advertising.
Yes, that could be you looking fabulous in a bikini in the
next Corona beach spot.
FOOD FOR THOUGHT
Understanding that today’s social
quid pro quo often depends on
providing great content, consider
what social value you’re creating
via your content marketing strategy.
Are you offering consumers an
opportunity to co-create and share
in ways that enhance their online
identity and experiences? How
can you inspire consumers to help
build your brand’s story in the social
media world?
17. TREND
EIGHT
CONSUMERS ARE NOW OFTEN WILLING TO
INTERACT IF THAT INTERPLAY HELPS BUILD UP
THEIR OWN SOCIAL MEDIA IDENTITY.
18. TREND
NINE THE MASS SOCIAL ECONOMY
INSIGHTS
Did your mom Uber this year? Did the grandparents
vacation with Airbnb? It’s not just those crazy kids
enjoying the conveniences of social economy services.
In 2015, we expect the social economy, where peer-to-
peer networks use technology platforms to link supply and
demand, to become mainstream. In fact, a recent KPMG
report forecasts that the rise of mobility alternatives like
Uber, Lyft and RelayRides will eventually lead to a decline
in two-car households in the US. With wider adoption of
these and other social economy services such as Instacart
and DogVacay, we’ll also see collaborative commerce
concepts begin to influence many other categories,
including those in the B2B world.
As these companies mature, they not only will continue
to face their well-publicized regulatory challenges, but
they’ll also need to build their brands with a wider
customer base that’s not just dominated by early-adopting
younger consumers. These new economy brands will
embrace tried and true brand marketing. Such brand
building will come from more traditional marketing efforts
and sponsorships, as well as creative partnerships with
established brands.
MARKETPLACE MANIFESTATIONS
Airbnb’s new global campaign aims to build the brand
in new markets with its “Belong Anywhere” message,
while its new business travel offering aims to integrate the
system with corporate travel departments. Also notable
is the brand’s decision to begin publishing a quarterly
travel magazine, Pineapple, an offering not uncommon
in the travel industry, where many hotels and airlines
have established print pubs. Uber, on the other hand, has
embraced more unconventional tactics to build its brand
with its past special deliveries of Home Depot Christmas
trees, kittens, ice cream, and most recently, flu shots.
However, its 2014 mobile integration with American
Express is a sign of the brand’s desire to move beyond
stunt marketing and communicate legitimacy to a wider
customer base.
FOOD FOR THOUGHT
As these social marketplace
companies evolve from start-ups
to become major consumer and
business brands, they will seek
out alliances with established
brands. Would such a partnership
yield new opportunities for your
brand while tapping into these
businesses’ younger, affluent and
educated consumers? Consider how
your brand may enhance social
economy platforms in a way that
positions your brand to surprise and
delight.
20. TREND
TEN THE CONVERGENCE OF CONTENT
INSIGHTS
As digital experiences become more seamless, intuitive
and mobile, we anticipate a continuing convergence
of content creation and access in 2015. Consumers’
multiscreen habits, their embrace of new communication
tools and their 24/7 social media participation will
continue to fuel new forms of content outside of traditional
brand and media structures. We are not only consuming
media across more devices than ever before, but we’re
also more receptive to new producers of content.
MARKETPLACE MANIFESTATIONS
Whether its today’s teens idolizing YouTube stars or
brands creating content that consumers seek out and
share, we’re increasingly receptive to entertainment,
information and even journalism from new hybrid sources
in a screen-agnostic environment. Consumers are also
open to tools that enhance content that they’re creating
on their own. For instance, Coke, Pampers and Ford
have all sponsored video editing filters with the popular
mobile video app Magisto. New moms making videos of
their newborns were able to apply Pampers’ sponsored
soundtracks and themes to their videos and then easily
share the resulting content.
FOOD FOR THOUGHT
Today, brands exist in a culture of
convergence marked by a blurring
of boundaries. Consumers are co-
creating brand identities. They are
shaping the design of products
and services via the online world’s
instantaneous feedback loop and
the proliferation of customization
options. And, most importantly,
they are creating, morphing and
sharing content. Whether your brand
has already become a publisher
or you’re looking for creative
partnerships to fuel the content
creation process, consider that
today’s consumers will be receptive
to your media if it entertains, informs
and invites participation in ways that
are fluid and simple.
21. TREND
TEN
WE ARE NOT ONLY CONSUMING MEDIA
ACROSS MORE DEVICES THAN EVER
BEFORE, BUT WE’RE ALSO MORE RECEPTIVE
TO NEW PRODUCERS OF CONTENT.