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One powerful question for brands to answer in 2015: what are you prepared to SACRIFICE?

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  1. OCTOBER 2014 GLOBAL TREND BRIEFING BRAND SACRIFICE One powerful question for brands to answer in 2015: what are you prepared to SACRIFICE?
  2. Okay, that’s a simplification of a complex issue. But when it comes to making the world a better place, many consumers are setting a more stringent standard for brands than they are for themselves. And let’s face it, given decades of unethical operations, rampant pollution, disinformation and more, brands deserve it. After all, many brands have worked extremely hard to create many of the behaviors and lifestyle choices that well-meaning consumers are now finding so hard to change. Consumers don’t want to make the world a better place. They want brands to do that for them ;) BRAND SACRIFICE 2
  3. In a global survey of 30,000 consumers, 72% of people said that business is failing to take care of the planet and society as a whole. ACCENTURE & HAVAS MEDIA, JUNE 2014 BRAND SACRIFICE 3
  4. The situation now? Endless brand sustainability initiatives and CSR-speak; endless consumer skepticism. The only meaningful path left for brands is to stop talking and act. One powerful form of action that will rise to the top of the consumer agenda in 2015? Real, constructive, painful SACRIFICES. Because the message from many of these consumers will be ‘do as I say, not as I do’. Sounds unfair? Who said consumers had to be fair? Still, if you take some time to understand the epic force driving this trend, you’ll understand why consumers are acting this way... What are you prepared to SACRIFICE? The powerful question consumers will be asking brands in 2015. BRAND SACRIFICE 4
  5. In the pursuit of the nirvana that is GUILT-FREE CONSUMPTION, consumers are looking for brands to make SACRIFICES (so they don’t have to). BRAND SACRIFICE 5
  6. WHY? SACRIFICES aren’t easy. We know plenty of consumers agree that it would be good for the planet if we all flew a little less. But how many consumers are really stopping flying? (How many flights have you SACRIFICED this year? ;) The US Department of Transportation reported domestic routes were 87.4% full in June 2014 – a new monthly record, while the IATA reported global passenger demand had increased 5.9% in the year to date vs. the comparable period in 2013. Because while some consumers are actively making SACRIFICES of their own, many more crave a new kind of consumption: one that allows continued indulgence without guilt over negative impacts on SELF, SOCIETY or the PLANET. In fact, they’re downright painful! BRAND SACRIFICE 6
  7. The easiest and most desirable way for consumers to assuage (or obliterate!) their guilt? For brands to make visible, meaningful and constructive SACRIFICES: of products, processes, attention and opportunities. BRAND SACRIFICE 7
  8. We obviously offer much more than monthly Trend Briefings... Our Premium Service Your complete trend and innovation solution. Find out more 2015 Trend Report 1 Trend Framework Innovation Database 2 3 Industry Updates Apply Toolkit 4 5 Monthly Updates 1-page Trend Handouts 6 7
  9. FEATURED INNOVATIONS SACRIFICING FOR THE SELF See how these brands and businesses are SACRIFICING to reduce negative impacts on consumer wellbeing. BRAND SACRIFICE 9
  10. FEATURED INNOVATIONS: SACRIFICING FOR THE SELF CVS US drugstore chain stops selling tobacco products BRAND SACRIFICE 10
  11. FEATURED INNOVATIONS: SACRIFICING FOR THE SELF Tesco UK supermarket removes checkout candy BRAND SACRIFICE 11
  12. FEATURED INNOVATIONS: SACRIFICING FOR THE SELF Subway Sandwich chain removes potentially harmful chemical from its bread in the US BRAND SACRIFICE 12
  13. FEATURED INNOVATIONS SACRIFICING FOR SOCIETY See how these brands are making sacrifices to reduce negative impacts on society. BRAND SACRIFICE 13
  14. FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY Intel Chip maker stops using minerals from conflict zones BRAND SACRIFICE 14
  15. FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY Guinness Drinks brand pulls out of NY’s St. Patrick’s Day parade over LGBT participation exclusion BRAND SACRIFICE 15
  16. FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY Apple CEO claims that consumer privacy is protected because company profits from device sales rather than advertising BRAND SACRIFICE 16
  17. FEATURED INNOVATIONS SACRIFICING FOR THE PLANET See how these brands are making SACRIFICES to reduce negative impacts on the planet. BRAND SACRIFICE 17
  18. FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET Tesla US electric car manufacturer won’t enforce its patents BRAND SACRIFICE 18
  19. FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET STA Travel UK travel company says no to the unethical treatment of animals BRAND SACRIFICE 19
  20. FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET H&M, Forever 21, Topshop, ASOS & more Fashion retailers stop selling angora wool products BRAND SACRIFICE 20
  21. NEXT So what is your brand prepared to SACRIFICE? BRAND SACRIFICE 21
  22. NEXT Time for a SACRIFICE audit? Want to apply this trend? Start with an A-Z audit of your organization intended to identify potential SACRIFICES. Remember, SACRIFICES should be constructive, not purely cosmetic. That means they’re going to hurt. Need more tips? Keep reading for a step-by- step checklist to run with... BRAND SACRIFICE 22
  23. NEXT 1. SACRIFICE something you sell. One crystal clear kind of SACRIFICE? Stop selling something that’s causing harm to consumers, society at large, or the planet. See how Tesco are to stop selling candy at checkouts, citing consumer health as the reason. BRAND SACRIFICE 23
  24. NEXT 2. SACRIFICE something you do. Another key type of BRAND SACRIFICE? Stop or change some aspect of your process in the name of SELF, SOCIETY or the PLANET. See how Intel stopped using minerals from conflict zones. BRAND SACRIFICE 24
  25. NEXT 3. SACRIFICE something you have. SACRIFICES can also be about giving up something you hold dear (and that has significant value), for the greater good. Witness how Tesla ‘gave up’ their intellectual property despite knowing that doing so may empower competitors. BRAND SACRIFICE 25
  26. NEXT 4. SACRIFICE attention. A less tangible form of SACRIFICE, but one that can speak volumes about who you are. SACRIFICE attention because you think the platform – or others standing on it – are causing negative impacts. BRAND SACRIFICE 26
  27. Consumer Trend Canvas Use our free CONSUMER TREND CANVAS to start innovating around this trend - instantly » BRAND SACRIFICE 27
  28. MORE... If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Officer Want more? About us Established in 2002, is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries. More at Free Publications Premium Service LIVE: Keynotes & Workshops