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eLearning > Consumers > Consumer Behavior > Module 2 / 5

Consumer Mindset

Instructor: Shelby Walsh
Experiential Dining
Download the Experiential Dining Trend Report
This module will look at how brands are building consumer trust by publicly taking bold stances on polarizing issues and creating an avid community around their brand by doing so. There has been a growing trend of distrust as of late (towards governments, brands, individuals, etc.) and to combat some of the skepticism that has become prevalent, some brands are establishing authenticity by bringing social, political and environmental causes to the forefront of their marketing, manufacturing and product development strategies.


Aside from this, consumers are also shifting their mindsets, demanding more from all industries to aid them in bettering themselves. We'll dive into a few case studies from brands that have expertly crafted experiences to help drive engagement and satisfaction, from Airbnb to West Elm and Eataly.
Related Trend Report: Experiential Dining
Workshop Questions:
1. In what ways could your brand set consumers on the path to self-betterment?
2. How could you invoke a deeper emotional connection through storytelling?
Get Better and Faster
Featured Insights
Adolescent Activism
Activism among youth is more prevalent and impactful than ever before
Trend - The intersection of youth engagement, their social media savvy, and various social issues in North America has resulted in Gen Z being more empowered than youth who have advocated for change in preceding generations. The diversity and magnified platform of this generation have resulted in a slow re-characterization of youth activism as progression, rather than it being met with immediate associations of rebellion and defiance.
Workshop Question - How can your brand empower individuals and groups seeking to make positive change?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Commentary
Brands make bold comments on social issues to take a public stance
Implications - No longer choosing to be a bystander, brands are making moves toward bolder, in-your-face marketing tactics that push on topics that are often sensitive or political in nature. Seeking to connect with consumers, brands are taking part in conversations around things like gender stereotypes and the state of the political environment to clearly showcase their stance on social issues. These examples speak to the rise of more straightforward marketing tactics, as well as the fact that brands are willing to take more risks when it comes to creating authentic connections with their consumers.
Workshop Question - What social and political issues most affect your core consumers? How can you speak to those issues more prominently in your products or marketing efforts?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Culinary Agritourism
Agricultural brands enlighten consumers to drive satisfaction and engagement
Implications - Similar to retailers offering educational, in-store classes, farms, orchards and the like, draw in local and traveling consumers with experiential learning events. Combining culinary, tourism and experience, brands are able to promote an understanding of the agriculture industry while simultaneously engaging consumers who ultimately purchase the end product. This participation-driven marketing tactic shines a light on the how consumers are increasingly enthusiastic about their role in the flourishing of locally grown and sourced sustenance, as their understanding of climate change and over-consumption grows.
Workshop Question - How can your brand increase your consumers' knowledge of your industry?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dystopian Resurgence
Dystopian representations in literature and pop culture are back on the rise
Implications - Classic dystopian imagery and literature is being revisited, and dystopian societies as concepts are being reimagined, as a result of the political and technological forces that are shaping the world today. The resurgence of such concepts in pop culture and academia alike function as a conflicted form of escapism, in which consumers' political fears can be simultaneously strengthened and assuaged when confronted with radical dystopian representations.
Workshop Question - What kind of escapist experiences could your brand involve itself with for the sake of customer engagement and relief?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Artist-in-Residency
Brands and retailers are launching artist-in-residency programs
Trend - Companies are increasing the legitimacy of their collaboration with artists by creating specialized artist-in-residence programs. In doing so, brands are capable of framing a new partnership in a more official and elegant manner that emphasizes the opportunity for the creative professional.
Workshop Question - How can your brand support an independent professional?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alt Nightclub
Nightclub experiences are revamped in light of public health restrictions
Trend - Nightclub experiences around the world have inevitably been limited as the COVID-19 pandemic continues, so businesses in this space have explored other creative options. Everything from virtual nightclubs to club venues converted into galleries are offering unique alternatives to traditional clubbing experiences.
Workshop Question - How is your brand prioritizing customer experiences despite restrictions?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Creative
Gen Z consumers aim to develop skills outside of the traditional school system
Trend - Today's Gen Z consumers are increasingly turning to platforms, services and spaces that expand their worldviews and skills, but without the constraints of traditional schooling. Everything from photography programs to financial literacy courses allow them to better hone skills that they aren't often exposed to in the education system.
Workshop Question - How could your brand appeal to Gen Z's sense of creativity and personal expression?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Election Tools
Social media platforms are creating new tools to help voters through the process
Trend - Social media platforms are increasingly taking a serious role in elections and creating tools to help voters. The new tools will encourage voter registration, counter misinformation, fact-check content, and direct users to political ad libraries. These new tools make election information more accessible than ever before.
Workshop Question - How can your organization help combat disinformation from social media?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prescription Delivery
Brands are delivering medication right to patients' doorsteps
Trend - In an uncertain time of the global COVID-19 pandemic, pharmacy brands offer accessibility to their medications by exercising streamlined delivery services to cater to the medicinal needs of patients.
Workshop Question - How can your brand pivot services to cater to a time of uncertainty?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Festival
Virtual festival experiences supplement in-person experiences
Trend - As the prospect of holding or attending concerts, festivals and other large gatherings isn't likely in the next several months, music brands are adapting their services and planning virtual festivals. Though not able to offer the same experience as in-person events, these virtual gatherings supplement them until life goes back to business as usual.
Workshop Question - How is your brand adapting to consumers' changed needs?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fast Food Luxury
The fast food industry opens itself to opportunities in the luxury market
Trend - Brands in the fast-food space are entering the luxury market (or vice versa) in a way that allows for crossover appeal for varying demographics. Whether in food items or in experimentation with new business models, this shift reveals how brands can collaborate with unlikely industries in order to maximize their appeal.
Workshop Question - Consider an industry that in some ways, is the antithesis of yours. How could your company expand into that space?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends