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eLearning > Marketing > Max Impact Marketing > Module 4 / 4

Lifestyle Engagement

Instructor: Gil Haddi
Future of Content
Download the Future of Content Trend Report
We’re seeing a growing resistance towards traditional marketing in favor of a more authentic approach, putting a premium on consumer trust. In our third and final module, we’ll be diving into best practices for sharing your brand message in the most authentic way possible, building up trust and integrity with your consumers. From fake influencers to exposing uncommon truths, we explore several tactical ways for brands to avoid common pitfalls of inauthentic marketing.

Furthermore, to truly integrate into the consumer’s lifestyle, this module explores the importance of design branding and how to make your brand part of your consumer’s branding. We round out our third module with a look at interactive packaging and rebuilding consumer trust through brand rituals and packaging that satiates consumer desire for instant gratification.
Related Trend Report: Future of Content
Workshop Question:
How does your brand integrate into your consumer's current lifestyle?
View Innovation Webinars
Featured Insights
Branded Merchandise
Brands outside the fashion industry dabble in apparel for exclusive launches
Implications - Brands are venturing into adjacent industries to create brand new products not typically associated with the brand’s heritage or legacy. As the hype for streetwear and concert merchandise becomes more mainstream, brands are taking note and getting into the game themselves. Creating their own distinct fashion lines and collaborating with actual designers, brands, most often in the food and beverage industry, are venturing outside their comfort zone in order to connect with consumers through products they can actually identify with. Such exclusive releases help redefine how these typically traditional brands are perceived, especially by younger audiences.
Workshop Question - What adjacent industries can your brand tap into as a way to create exclusive experiences for your consumer?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
NFC Engagement
Brands increase engagement with consumers by integrating NFC tags into packaging
Implications - With brands across the board developing more visually interesting and appealing packaging, standing out on the shelf is more competitive than ever. To address this, brands are turning to NFC technology in order to engage consumers with interactive digital content. Moving beyond the practical security and inventory-related applications of NFC tags, this approach gives companies a chance to more deeply connect to consumers.
Workshop Question - How could you leverage technology to more deeply connect with your consumer?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Content Certainty
In the era of 'fake news,' consumers seek out trust-forward alternative outlets
Implications - The Internet has democratized the gathering of information, but it's also granted almost anyone the ability to create content. This creates a lack of trust for all news sources. For the Millennial generation, there is an extra level of mistrust surrounding large news outlets that can only be alleviated by way of alternative outlets that lead with accountability.
Workshop Question - What could come off disingenuous about your product or brand, and how are you closing that information gap?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Package Gaming
Brands offer gamified experiences through packaging
Trend - In order to create more engaging product experiences, food and beverage brands are offering customers gamified features on their product packaging. Items in this space include video games attached to candy packaging via QR codes, and games scanned from alcohol bottle caps.
Workshop Question - What kind of gamified experience could your brand attach to its packaging?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Geotarget Packaging
Brands are shedding light on local businesses through packaging initiatives
Trend - Some brands are leveraging marketing tactics to bring awareness to other local businesses and initiatives during the pandemic (which, so far, has proven to be a turbulent time for small businesses). This is done through unique packaging concepts such as QR codes that directly connect local businesses, recycling programs, and more.
Workshop Question - How can your brand practice corporate social responsibility through branding?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Blockchain Transparency
Alcohol brands are introducing blockchain technology to packaging designs
Trend - In a bid to verify the authenticity of a product, as well as to increase transparency between the brand and its consumers, alcohol companies are incorporating blockchain technology into the experience. Through scanning a code on a bottle, closure, or label, consumers can access a ledger with information about the product, its quality, how it was manufactured, and so on.
Workshop Question - How might you strengthen the transparency between your brand and consumers?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
3d Shopping
3d virtual shopping platforms aim to elevate the purchase journey
Trend - 3d visuals on e-commerce platforms are increasingly popular as consumers seek out more immersive forms of virtual retail. These aesthetics have the benefit of showing customers the products in a more realistic and all-encompassing way.
Workshop Question - How is your brand enhancing its virtual shopping experience for customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
gARment Play
Apparel brands incorporate augmented reality into clothing for an immersive effect
Trend - Brands are harnessing the power of augmented reality to create a unique and dynamic experience for consumers—one that can often be shared on social media with the push of a button. Either used as a marketing strategy or directly applied to the piece of clothing, this feature brings fashion and technology closer together.
Workshop Question - How would you harness technology to elevate your product/service?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
24-hr Retail
Retailers outside of food and beverage opt for round-the-clock consumer care
Trend - On-demand, 24-hr services are moving beyond QSR and food establishments into other retail spaces like fashion and beauty. Realizing the importance of customer care, brands are seeking to offer elements of convenience, personalization and access to their goods whenever they're needed. Such on-demand tactics by retailers, especially those not typically associated with such accessibility, speaks to the growing consideration of consumer needs among brands, to the point where retailers are adapting their business models and operating processes to better support them.
Workshop Question - How might you adapt your products or services to be more in sync with consumer needs when and where they need it?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Cosmetic
Cosmetic brands follow the lead of a select few in offering affordable pricing
Trend - With brands like The Ordinary paving the way in affordable science-forward skincare, others are following suit by also prioritizing function, minimalism, and accessibility in their cosmetic items.
Workshop Question - How could your brand better balance accessibility and quality?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends