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eLearning > Consumers > Unpacking Consumer Behavior > Module 4 / 5

Social Circles

Instructor: Shelby Walsh
Co-Creation & Customization
Download the Co-Creation & Customization Trend Report
Now is the time to get creative with customer engagement. How consumers are interacting with brands is reflective of the evolution they’ve undergone in how they communicate with their friends, family, significant others and co-workers.



Consumers are increasingly connected, and they expect this sort of closeness with the brands they’re loyal to. Opportunities exist for brands to look at how they can enhance their omnichannel presence, with trends such as Activated E-Commerce and Branded Webisode emerging to bridge the gap between the tensions of online and offline forms of engagement.
Related Trend Report: Co-Creation & Customization
Workshop Questions:
1. What can you do to foster more personalized relationships with your consumers?
2. Rate your company on a scale of 1-10 on its visual identity online. What would need to change for it to score a 10?
Access Advisory Services
Featured Insights
Branded Webisode
Brands create original online content to create immersive storytelling
Trend - Getting into the content space, brands are turning to YouTube videos and webisodes to better prompt consumer engagement. Going beyond product placement or tutorials, brands are opting for storytelling techniques to create narratives around lifestyle habits, social issues and cultural sentiments not only tied to the brand itself but to the consumers they support.
Workshop Question - How can you utilize storytelling techniques, particularly online, to better connect and engage with your consumers?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mindful Daycare
Daycare designs and programs focus more on niche health-related functions
Implications - The adoption of health-focused designs and programs in daycare facilities is on the rise, with specialized areas and nutritional items that adapt to the health preferences that some parents like to ensure their children are aligned with. The rise of such spaces comes in reaction to global childhood obesity rates, which fluctuate from country to country but remain on a generally upward trajectory.
Workshop Question - Consider a local, national, or global issue that your brand holds strong beliefs in, and would like to resolve. How would your brand go about aligning itself with that cause?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Edutainment
Educational resources for kids adapt into more entertainment-focused options
Trend - Educational resources for kids are evolving with the use of modern media outlets and platforms to better balance education with entertainment. Creating videos, shows and even pop-up experiences that blend elements of learning with storytelling and technology, brands are not only looking for ways to make learning more fun, but they're changing the way education is consumed.
Workshop Question - How might you better connect with younger consumers through more content-specific strategies?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
EQ Education
Early childhood education integrates emotional development to speak to modern needs
Trend - Now that Pro-Millennials have reached parenting age, expectations for the education system are shifting. Millennial parents are particularly interested in the emotional development of their children. Changes to the education system take time, but businesses are developing services to provide children with opportunities to foster self-awareness, and psychological well-being.
Workshop Question - How could your brand better provide emotional growth for your customer?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Trendy Infancy
The ingredients in "buzzy" foods for adults are translated to infant food options
Trend - Food brands that specialize in meals for infants are taking cues from the food industry that targets adult consumers, and adapting the "buzzworthy" ingredients that appeal so much to adults into their own items. This shift caters to Millennial parents, who are just as committed to well-rounded diets for their children as they are for themselves.
Workshop Question - How could your brand adopt emerging trends within adjacent industries (or companies)?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Culinary Hub
Food brands focus on innovation labs where they can ideate and create
Trend - The prioritization that brands are now placing on "innovation" has bled into the food industry, with some brands in this realm now creating innovation labs designed to help their businesses draw in consumers via new experiences and distinct menu items. This shift comes as brands seek to meet consumer expectations of diversity and distinction in choice.
Workshop Question - How could your brand develop an innovation lab?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Divergent Dish
Pet foods are offered in sophisticated, culinary-inspired formats
Implications - Pet food brands are changing up their marketing strategies, which often focus on bulk quantities and health, and are creating product lines that prioritize sophisticated, almost adult-like dishes for pets. These items are able to evoke trust and create automatic associations with nutrition and quality, catering to consumers who prioritize indulgence in their purchase decisions.
Workshop Question - Conceptualize how your company could rebrand its product/service in a way that caters to the indulgence-minded consumer.
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Cafe
Brands expand their physical presence by creating branded cafe locations
Implications - As the fight against e-commerce continues to be a focus for brands, the pressure to create a worthwhile in-person experience increases. Supporting this focus on giving consumers a good reason to experience brands in person are experiential, branded cafes that exist either permanently in-store or act as a limited time pop-up experience. The outcome of this approach is to provide consumers with a sensorial experience as well as a chance to purchase tangible goods.
Workshop Question - If your brand were to create a consumer experience representative of itself, what would that look like?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Bonding
Brands leverage the deep bond between parent and child within co-play experiences
Implications - Finding common ground as squeeze generations, some members of Gen Z and Gen X have a tendency to form stronger, friend-like bonds in their parent-child relationships. This special connection has caught the attention of a select group of brands that are now leveraging this to offer co-play experiences that even further solidify this bond. By facilitating connections in this way, brands are able to develop and strengthen brand loyalty for parents and children alike.
Workshop Question - Is there a way for your product or service to better facilitate personal connection in the lives of your consumers?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Culinary Travel
Travel platforms, products and services are centered around culinary industries
Implications - Though food is a large motivating factor for why people travel, the concept of travel-related platforms and services, both small and large scale, that are centered around food are just beginning to pop up. These services and spaces cater to consumers seeking forms of travel that are able to curate experiences that cater to their precise expectations.
Workshop Question - How could your brand better center the consumer experience around their precise preferences and expectations?
3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Child Subscription
Food subscription services focus on children and infants
Implications - Subscription services based on offering children and infants their meals and snacks for the day are increasingly common. This shift comes as Millennial parents seek to balance work, families, and personal lives – offering them a way to simplify and streamline at least one important aspect of their daily routine.
Workshop Question - How can your brand streamline one aspect of its consumer's daily routine?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends