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eLearning > Culture > Future-Proofing Work Culture > Module 5 / 5

Future of Work - Excellence

Instructor: Jaime Neely
Corporate Social Responsibility
Download the Corporate Social Responsibility Trend Report
In this final module, Jaime dives into the ever-increasing importance of employer branding. An employer brand is a company's reputation in the eyes of current, former and prospective employees. A strong employer brand can play a huge role in attracting top talent and positively influence the retainment of employees. Studies indicate the growing importance of employer branding in the eyes of consumers as well. Consumers would much rather support an organization that supports its employees and treats them well.

Individuals, particularly from younger generations, want to work for organizations that are doing their part to make the world a better place. It's all about finding work with a purpose. From corporate social responsibility to the role of diversity and hiring best practices, the topics covered in this module will help you better understand the perceived image of your own company and offer tactical next steps to apply internally.
Related Trend Report: Corporate Social Responsibility
Workshop Questions:
1. Are you proud of your employer brand?
2. How might the Culture-Fit Bias limit the potential of your team?
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Featured Insights
Office Zen
Products that allow consumers to manage their mental health at work gain favor
Trend - Beyond programs overseen and offered by employers, employees today are gaining mental health support from products and apps that are self-directed. Providing relief and awareness of various stresses in the workplace, this new slew of wellness offerings speak to a consumer openness to more specialized wellness products.
Workshop Question - What are some specific contexts your products or services could be tailored towards?
7.6
Score
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Megatrends
Insights by Trend Hunter AI
Wellness Chatbot
Chatbots focused on maintaining mental and physical health are on the rise
Trend - As more consumers prioritize their mental and physical health, they're turning to AI-based chatbots that assist them in the process of achieving "wellness." These chatbots cover varying aspects of consumers lives, whether those are mental and physical fitness, or their ability to build and maintain relationships.
Workshop Question - How could your brand support its customers through their personal or professional goals?
6.2
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Psychological Backing
Apps that focus on personal and professional streamlining utilize psychology
Trend - Whether used to enhance personal well-being, physical health or professional improvements—apps that are able to use the fundamental principles of psychology to analyze and offer best results are increasingly popular among consumers.
Workshop Question - How could your brand better streamline the responsibilities of its customers or employees?
4.8
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Megatrends
Scientific Relaxation
Emotional & mental well-being solutions are scientifically backed
Implications - As consumers seek out more transparency in the products they consume, brands are relying more on science-backed data to elevate experiences, particularly around areas of mental well-being. Supporting meditation apps and online health coaches with neuroscience data and health researchers, brands are not only backing up their claims and solutions with scientific data, but they’re proactively seeking to ease any inherent worries or hesitations around experiences typically seen as merely a leisurely activity as opposed to proactive health solution.
Workshop Question - How might you better leverage scientific claims in your products or services?
5.5
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Activity
Freshness
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Megatrends
Life-Tracking
Tracking apps and services expand outside of health or financial goals
Implications - The popularity of lifestyle-tracking apps is expanding to habits outside of fitness and finance, including everything from relationship-building to keeping up with daily schedules. Such services come as consumers increasingly prioritize the ongoing development of all aspects of their lives–whether that's in daily rituals, socializing, or productivity.
Workshop Question - Conceptualize a tracking app that would benefit your customer.
2.9
Score
Popularity
Activity
Freshness
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Megatrends
Stress-Tracking
Stress-tracking is prioritized by wellness-minded consumers
Trend - Consumers are tracking stress using the same methods they use to track other components of their health. The process of taking time for oneself can sometimes require prompting, and stress-tracking allows consumers to be more proactive in addressing how they handle their emotions.
Workshop Question - How could your brand offer proactive solutions to its customers?
5.3
Score
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Activity
Freshness
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Megatrends
Connected Fidget
The popularity of fidgeting toys has led to connected products and services
Trend - There's no shortage of fidget-friendly toys on the market now, and brands are taking advantage of the popularity of such items and creating versions that are smartphone-connected. The connected versions of such devices ensure that the concept of functional fidgeting continues to develop and maintain its relevancy in the modern consumer's lifestyle.
Workshop Question - How can your brand ensure it's constantly developing to remain relevant to today's consumer's lifestyle?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Appified Self-Care
Consumers dedication to self-care is reflected in the mobile app market
Implications - The health and wellness movement has led to more consumers than ever paying attention to the way they care for their minds and bodies. With this has come an influx of products and services to help facilitate this, and more recently, accompanying apps to helps consumers track their goals and progress related to self-care. This shift is reflective of a consumer base more willing to invest their time and money into their well-being, and a willingness to adopt technology to accomplish their goals.
Workshop Question - What goals are your consumers most focused on accomplishing? What role could your brand play in helping them achieve those goals?
4.8
Score
Popularity
Activity
Freshness
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Megatrends
Mindfulness Merchandise
As mindfulness becomes a priority, meditation-specific products take off
Implications - Nutrition and fitness have arguably been the leading pieces of the wellness movement over the last few years, but as mindfulness and mental health begin to become more of a priority, products to facilitate activities like meditation are becoming more and more popular. Beyond apps and studios that facilitate mindfulness activities, accessories that are a part of meditation practices are becoming particularly desired by today's wellness-focused consumer, speaking to a willingness to spend on inessential products and services perceived as catalysts to personal growth.
Workshop Question - What would need to change about your offering in order for consumers to perceive it as a means of becoming their "best selves"?
5.3
Score
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Megatrends
Mindful AI
Consumers turn to AI and high-tech solutions for mental illness
Implications - With increased awareness and acceptance of mental illnesses, brands create high-tech and artificially intelligent remedies. While consumers are still a bit wary to speak openly about their illnesses, a tech solution can help to reduce public exposure, while still providing treatment. As AI continues to progress in new markets, consumers are more willing to accept non-human services.
Workshop Question - How can your brand leverage technology like AI to better speak to emerging consumer concerns like mental health?
4.3
Score
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Activity
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Megatrends
Streamlined Support
Devices built into chat apps create closeness among young consumers
Implications - Given Millennials are the largest generation in North American history, Trend Hunter splits the Millennial group into three micro-generations. The Nouveau Millennial is the youngest of the group; through a combination of professional dissatisfaction and a dependency on interpersonal relationships due to helicopter parenting, this group is more reliant on their friend groups. Services that facilitate bonding in this group's recognized communication channels help them balance important friendships with their newly attained adult responsibilities.
Workshop Question - What can you do to encourage bonding among fans of your brand?
3.3
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Activity
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