Social Good Consumer Insights

Trend - Companies are opening new social media services with the intention of fostering more intimate connections between users. In a rebellion against social medias built around endless feeds, these platforms connect users with similar interests and have convenient public and private group chat systems.

Insight - While nearly everyone today engages with some form of social media platform, most agree that the social aspect of the platforms has become secondary to monetization and algorithmically-fed content streams. Many of these users find popular social media platforms isolating, and cite difficulties trying to foster real connections. In recognition of these complaints, smaller social media services are focusing on fostering direct connections between users and communities.

Trend - Perimenopause supplements, rich in vitamins and minerals like magnesium, vitamin B, and calcium, are gaining traction as essential tools for managing the symptoms associated with perimenopause. Social media platforms are driving a heightened interest in supplements designed to support hormonal balance and alleviate symptoms during this transitional period.

Insight - The rising awareness and conversation around perimenopause highlight a significant shift in how women's health issues are perceived and discussed in society. As the dialogue opens up, there's an evident increase in demand for products that cater specifically to the needs of women navigating perimenopause. This movement towards more targeted health solutions reflects a broader trend of personalized wellness, where consumers are looking for products that address their specific health concerns with tailored, evidence-based solutions.

Trend - ADHD chairs are designed to support movement and focus by providing subtle stimulation. These features help concentration and alertness, addressing the challenges faced by many with ADHD in maintaining focus, especially in environments that require prolonged periods of sitting, such as classrooms and offices.

Insight - The growing recognition of ADHD is part of a broader push towards inclusivity and the creation of spaces designed for diverse needs, with the goal of challenging conventional standards. This reflects a societal embrace of neurodiversity, with the understanding that customizing environments can significantly help communities that have been mainly underserved. As advocacy for neurodiversity grows, brands have a golden opportunity to pioneer in neuro-inclusive design, paving the way for spaces that are both more equitable and effective.

Trend - Brands are creating "third places," a concept championed by sociologist Ray Oldenburg, to offer social spaces distinct from home and work. These welcoming environments foster regular connections among people through shared interests or activities, responding to the consumer's quest for community and spontaneity.

Insight - The remote work boom and social shifts are fueling a consumer desire for "third places" – hubs beyond work and home for connection. Craving escape from car-dependent suburbs and planned social activities, consumers seek spaces for spontaneous interaction and emotional support. Brands that successfully tap into this trend do so by crafting casual, community-focused havens. These spaces cultivate a sense of belonging and unity, drawing people together over shared experiences and interests, thereby winning the hearts and loyalty of consumers.

Trend - Consumers are holding brands accountable for their environmental impact, driving a shift towards eco-action. This goes beyond mere greenwashing and performative gestures. Social media empowers consumers to expose greenwashing, demand transparency, and advocate for sustainable practices.

Insight - Fueled by heightened environmental awareness, shifting priorities towards sustainability values, and rising skepticism of greenwashing, consumers are demanding eco-action, not apology. Social media empowers them to expose greenwashing, demand transparency, and advocate for sustainable practices. This eco-accountability trend necessitates brands to demonstrate genuine commitment and systemic changes to address their environmental footprint and build a more sustainable future. Failure to adapt risks public scrutiny and market contraction in the face of empowered, eco-conscious consumers.

Trend - On social media, especially platforms like TikTok, the "de-influencing" trend is gaining traction. This movement flips the script on traditional influencer marketing by encouraging users to critically analyze trending products and resist impulsive purchases. De-influencers often expose potential drawbacks of popular items, prompting a shift in consumer behavior. As this movement gains traction, brands are strategically engaging in de-influencing campaigns to demonstrate their commitment to sustainable practices.

Insight - Social media's relentless promotion of consumption fuels the "de-influencing" movement, as consumers grapple with the paradox of acquiring "sustainable" products that may still contribute to environmental problems. This growing awareness prompts a reevaluation of what truly brings fulfillment and a critical examination of the beneficiaries within the endless consumption cycle – primarily large corporations – and the costs borne by both consumers and the environment. Interestingly, this shift in consumer behavior has the potential to redefine the very nature of brand loyalty in the digital age.

Trend - Low-cost or free 3D printing courses are being hosted by libraries, universities, and independent websites. These courses lower the barriers of cost and education for 3D printer use to draw more adults to the field, whether as a creative outlet or for CAD (Computer-Assisted Design)-related jobs.

Insight - While many individuals find a balance between work and personal lives, such as hobbies and social connections, others find themselves unfulfilled, either in the workplace or in keeping occupied. This leads to these groups searching for new avenues for enjoyment, such as new employment or a new hobby. As a result of these combined desires, hobbies with the potential to generate income are preferred. Fields that reduce the barriers via free and public services can draw in these individuals.

Trend - Brands are designing holistic language platforms to provide a well-rounded approach to learning. These platforms incorporate speech and natural conversation to improve fluency and communication skills, helping learners understand and respond appropriately in natural language settings.

Insight - Avid learners often look for tools to help them communicate effectively in different languages and contexts. As a result, brands are creating apps leveraging cultural insights and real-life scenarios, catering to those looking to understand the nuances of cultural context and communication styles. Businesses that address the demand for comprehensive learning approaches can attract a growing market of self-improvement-focused consumers.

Trend - Brands are launching online mental health platforms that connect communities facing similar challenges. These platforms enable connections with peers who can relate to one another without judgment. The online community approach is always accessible, making it easy for users to gain support.

Insight - Younger consumers are facing several unique mental health issues due to growing up with the Covid-19 pandemic at pivotal times in their lives. These consumers' familiarity with online services, in part due to remote schooling and remote work, leads them to gravitate toward internet-based solutions for shopping, social interaction, and even healthcare. Healthcare providers are recognizing the online-first, social-focused motifs of Gen Z—in turn launching online mental health networks.

Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.

Insight - Voting with the dollar is a popular concept in North America. Consumers value brands that are transparent, authentic, and have a positive impact on the world. Some interact exclusively with these brands, while others prefer to do so when possible. Of the brands that engage in charity work, consumers prefer those that demonstrate their values with tangible actions. These consumers are more loyal to brands that integrate activism directly into the core business model.