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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?
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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?
4.5
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?
3.4
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?
5.4
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?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
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?
7.6
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?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
All-in-One Retail
Businesses focus on providing a multitude of products and services in one place
Implications - Brands are taking the one-stop-shop format to the next level by offering consumers easier ways to plan, access and complete all their necessary shopping needs in one go. Tapping in-store offerings as well as online apps, brands are realizing the importance of convenience when it comes to consumer experiences, and with that, are combining often different experiences to become one unique activity. From retail destinations that give you all your wedding necessities to branded apps that combine online loyalty programs with in-store functionalities, these examples not only offer convenience, but speaks to the growing desire for customized experiences among consumers.
Workshop Question - In what ways could your brand customize your product or service experience to be more convenient and aligned to their needs and rituals?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Heroic Esteem
Brands leverage superheroes to empower kids
Implications - Superheroes have always had a place in a child’s heart, and now brands are encouraging young consumers to visualize themselves as these fictional, yet powerful characters to boost their esteem and praise their individuality. Non-traditional superhero comic books and television programs that focus on children as heroic individuals, or represent their identities in some way, create a new avenue for brands to connect to varying demographics. Creating these connections at early stages will ensure children grow up with a meaningful association with a brand - and ensure long-term interaction.
Workshop Question - How can you connect with the youngest generation to build a lifelong connection?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Empowered Match-Making
Dating apps evolve to offer more empowering & thoughtful experiences
Implications - While online dating has become much more mainstream, fears around catfishing, insincerity, and ill intentions continue to circulate. As a means to give users more confidence, dating apps are turning to elements of empowerment and education to shine the spotlight more on the individual themselves as opposed to their potential romantic partner. From activations that focus on work-life balance to those that speak to female empowerment, these match-making services realize the importance of not only providing a potential partner but enlightening the user themselves to feel more appreciated, educated and enlightened.
Workshop Question - What can your brand to do make your consumers feel more empowered and enlightened?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop-Up Ubiquity
Brands on the extreme ends of either fast or luxe fashion embrace pop-up shops
Implications - The ubiquitous nature of pop-up marketing is now apparent in the fact that retailers on extreme ends of the mass-market and luxury scale are embracing it. Where once the former's strong global presence and the latter's aim at exclusivity offered associated brands justification for upholding the status quo, there now exists a role reversal in which mass-market retailers seek to strengthen loyalty via the perceived exclusivity of pop-ups, and luxury retailers seek to broaden their reach and accessibility through this marketing tactic.
Workshop Question - Conceptualize an alternative campaigning approach that your brand has not yet considered.
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Storytelling
Storytelling mediums are being adapted with the use of VR and other tech
Implications - While visual art, cinematography and graphic design are all traditional modes of conveying a story and message, modern technology is adapting to these mediums by integrating AR and other digital tools into the mix. From comic books that offer a virtual 360 experience to books that utilize voice-control capabilities, these adaptations showcase how traditional storytelling mediums are adapting to be not only more high-tech but also experiential in nature.
Workshop Question - What technological tools could you utilize to add more storytelling elements to your brand or services?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends