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eLearning > Retail > Rewriting the Rules of Retail > Module 2 / 4

Consumer Centric Retail Through Naturality

Instructor: Ady Floyd
Eco & Sustainability
Download the Eco & Sustainability Trend Report
Trend Hunter defines Naturality as the consumer desire for "connections to experiences and products that connect them to bigger, more important things" such as sustainable retail solutions, products and services. In this module, you'll become familiar with successful business models that are based around Naturality. Additionally, you'll not only learn what types of products are being created through sustainable means but how brands are effectively communicating their eco-friendly stances.

This module will look at industries like fashion, culinary, automotive, CPG and more to help your brand elevate its corporate social responsibility and align to your customer’s sustainability aspirations. Sustainable retail is not just important to your consumer today, but will directly impact your future consumer, too.
Related Trend Report: Eco & Sustainability
Workshop Questions:
1. How might your brand elevate its corporate social responsibility?
2. What are your customers sustainability aspirations? How can your brand deliver that?
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Featured Insights
EcoTainment
Alcohol brands use events to raise environmental awareness
Trend - Alcohol brands are committing to sustainable practices and using events to showcase organizational commits, this includes cocktail competitions, workshops, and more. Many of these events highlight sustainability in various ways including the use of local ingredients, as well as having furniture and glassware that are 100% upcycled.
Workshop Question - What is your brand doing to ensure you can draw in today, and tomorrow's consumers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Everyday Rental
Brands begin to offer everyday items like clothing and home textiles for rent
Trend - Consumers today are increasingly thoughtful with how they spend, leading many companies--especially those whose products are used infrequently--to offer rental options in lieu of expensive purchase items. Brands that sell products used on an everyday basis, like home decor and casual fashion, are pivoting to offer a rental model as well.
Workshop Question - How will consumers' rising expectations when it comes to value and convenience impact your brand?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Revamped Consignment
The concept of second-hand designer shops is reinvented for modern consumers
Implications - Considering the Millennial's propensity for eco-consciousness and luxury goods, consignment shopping is a natural fit for their interests. As a result, this style of retail is being revisited and revamped. From digital drop-off consignment to designer-controlled consignment, tweaks to this space show an evolution that takes the Millennial appeal even further.
Workshop Question - What is one movement within your industry that you could own, and how?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Circular Commodity
In the Circular Economy, products are designed in closed loop systems
Implications - Within the Circular Economy, the use of virgin materials and material waste is removed from the use cycle, and existing materials are repurposed to close the use loop. From upcycled linen services to repurposed beer waste, these products and services reintroduce resources into the use cycle that would otherwise be considered waste. The increased popularity of such systems correlates with the rise of the informed consumer, and in this case caters to their propensity for contributing to a more sustainable and waste-free world.
Workshop Question - What would a Circular Economy restructuring look like in your industry?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
One-to-One Retail
Stores serve one customer at a time to give safe, ultra-custom experiences
Trend - The retail industry has seen a lot of transformation in light of the pandemic. One recent development is the growth of storefronts or services dedicated to limiting the shopping experience to two people: the retail worker and the customer. This is being executed virtually as well as in person and has the benefits of both safety and full personalization.
Workshop Question - How will you satisfy the opposing consumer need for experience and safety in the new normal?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Luxury
Consumers who feel guilt over splurging on luxuries turn to other options
Trend - With the global economy being severely affected by the ongoing pandemic, many people are choosing to be more understated in their purchases--opting for resale luxury items or high-quality non-designer purchases instead of expensive designer goods.
Workshop Question - How is your brand prioritizing accessibility over luxury?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Buy-Back Program
Many fashion brands are looking to buy their used apparel back from consumers
Trend - Fashion brands are rethinking their manufacturing practices due to the growing threat of climate change. As a result, more companies are looking to establish a closed-loop system by enabling buy-back programs.
Workshop Question - How can your brand contribute to a circular economy?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Grocery Pop-Up
Pop-up grocery stores are offering people convenience and specialty items
Trend - Pop-up grocers are more common as people seek out experimental or specialty food items, and as people's need for convenient grocery options expands. These stores are in a variety of settings, including everything from hospitals to communities.
Workshop Question - How is your brand prioritizing convenience and experience simultaneously for its customers?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Milkman Model
Brands are helping reduce waste with circular delivery services
Trend - Brands are launching circular delivery systems that take inspiration from the traditional "milkman model" in an effort to save materials and reduce waste. These deliveries include hygiene products, food, and alcohol. This is especially useful as the act of recycling not only uses resources but is also highly ineffective since most recyclables ultimately end up in landfills due to improper sorting.
Workshop Question - How your brand alleviate environmental concerns for consumers by assuming the responsibility?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Big-Brand Subscription
Large brands adopt subscription models for accessibility
Trend - Global or soon-to-be global brands are replicating small brands by offering subscription models that make their products more accessible to the average person. These include everything from deliveries to the temporary use of luxury items.
Workshop Question - How could your brand create or improve a subscription model for its customers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamified Sustainability
Brands reinforce the circular economy by creating challenges for consumers
Trend - As more brands put forth efforts to be sustainable and eco-friendly, they encourage their consumers to do the same. To get more people involved with social and environmental efforts, brands are creating gamified initiatives like clothing swap games, household recycling challenges and calculators that help them measure their impact.
Workshop Question - How can you make your sustainability efforts more aligned to consumer goals?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends