Make way for DEMANDING BRANDS. Switched-on brands that are embarking on the journey towards a more sustainable and socially-responsible future will demand that consumers also contribute. Discover why making meaningful demands will cause consumers to experience surprise, pain but ultimately respect. Learn why now is the time to become a DEMANDING BRAND, before society (or your competitors) get there first. With leading examples of DEMANDING BRANDS from around the world, including: in.gredients, Vitoria, Concord Massachusetts, the Organ Donor Foundation of South Africa and many more…

1. DEMANDING
BRANDS
Screw ‘the customer
is always right’: these
'demanding brands' are
taking the (painful)
lead again.
You are viewing the 1 minute summary of
trendwatching.com’s September 2013
free monthly Trend Briefing.
min
For the full version please check
trendwatching.com/trends/demandingbrands/
1
DEFINITION
Switched-on brands that are embarking on the journey towards
a more sustainable and socially-responsible future will demand
that consumers also contribute. Even if that means some pain
– financial or otherwise – for their customers.
WHY
When brands make
meaningful, sincere
demands, consumers
experience:
1. SURPRISE
At brands making real,
meaningful demands on their
time, energy or wallet.
2. PAIN
When it comes time to
make their contribution.
91%
OF GLOBAL
CONSUMERS
3. RESPECT
For a brand that pushes
them towards taking action.
Believe that companies must go
beyond the minimum standards
required by law to operate
responsibly.
Cone Communications / Echo,
May 2013
1
Unpackaged:
ENV
Packaging-free grocery
stores
2
SO
CIE
TY
Casa do
Zezinho:
Buy One, Get Half
3
LIF
EST
Y
Kitchen Safe:
Time-locked container
helps overcome
IRO
NM
ENT
LE
temptation
4
Vitoria:
Soccer team
changed uniform
color until fans
NO
NP
RO
FIT
donated blood
1
st
Society will continue to move
towards a more sustainable, tolerant,
progressive future. Will you take this
opportunity to lead the way, by
DEMANDING that your customers
do the right thing?
NEXT?
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This is just the 1 minute summary of trendwatching.com’s
September 2013 free monthly Trend Briefing.
For the full version please check
trendwatching.com/trends/demandingbrands/
trendwatching.com | Infographics
Monthly Trend Briefing - September 2013
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