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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?
5.8
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?
6.6
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?
5.7
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?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Branded Second-Hand
Brands play an active role in helping consumers buy second-hand wares
Trend - In addition to focusing on new sales of their products, brands in fashion and beyond are pivoting to strategies that allow consumers to purchase second-hand versions of their goods in an appealing way. This allows these brands to not only highlight their sustainability efforts, but directly speaks to the enduring quality of their offerings.
Workshop Question - What are some out-of-the-box ways your company could offer a more sustainable product or service?
6.7
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?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Expedited Prescription
Pharmacies revamp their layout to prioritize speed and convenience
Trend - Pharmaceutical companies are shifting not only their layout but streamlining their services to keep up with the busy lives of consumers. Over-the-counter drugs are conveniently more accessible and can be picked up with little to no wait times thanks to new tech that enhances delivery and in-person services.
Workshop Question - How can you promote convenience through an element of your product/service?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Specialized Subscription
The popularity of subscriptions leads to to specialized iterations
Trend - Having gained a huge amount of subscribers and believers since its fairly recent inception, the subscription box service model is now entering in some highly specialized industries, and catering to highly specific demographics. By catering to "super fans" of specific products or experiences, services that fall into this category are able to expand their reach in terms of what can be offered via this format.
Workshop Question - How is your brand targeting its customers more specific interests?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Entrepreneurship
Retail spaces prioritize the empowerment of small entrepreneurs
Implications - Businesses are using their physical and digital retail spaces to empower small entrepreneurs, offering various platforms for them to both create and sell their products and services. Such interactive spaces benefit small business owners for their ability to foster collaboration, bringing down the costs associated with marketing and retail space ownership.
Workshop Question - How could your brand foster collaboration with or between small businesses?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Purchase
Paths to purchase move beyond convenience into experiential realms
Implications - As streamlined payment options continue to evolve with the use of emerging tech, a shift toward more experiential purchasing solutions are on the rise to better engage consumers. Moving beyond mere convenience, brands are tapping into social platforms, multimedia outlets and even AI capabilities to add more memorable moments to the purchasing journey. Focusing on experience rather than speed, these paths to purchase are representative of a growing consumer desire for brand experiences that are engaging even prior to product consumption.
Workshop Question - Think of the typical path to purchase for your consumer. How could you tap into adjacent industries to elevate that experience into something more memorable?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Subscription
Automotive subscriptions make luxury cars more accessible to consumers
Implications - Car subscriptions offer consumers a new alternative to buying or leasing a car, appealing to consumers who are looking for more flexibility and convenience than traditional ownership entails. This evolution in ownership speaks to the rise of accessibility, particularly for luxury vehicles, that consumers might otherwise not have the ability to afford or necessity to own, especially those in metropolitan areas.
Workshop Question - How can your brand look to make its luxury products more accessible?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends