Personalization

Implications - Large brands are increasingly highlighting the trials, triumphs and activism of transgender communities in their products, services and campaigns. Where once trans people were largely included in the mainstream under umbrella campaigns related to the LGBT+ community as a whole, brands are now realizing the importance of singling out the unique experiences of the individuals they are trying to cater to.

Homework Question - How could your brand take a more nuanced approach to inclusion both internally and in the demographics it is trying to reach? [More]

Implications - Architects are creating modular building design concepts that are able to accommodate the needs of the people they're building for, as well as the landscapes that surround them. These concepts have risen out of a need for building cities that are as architecturally functional as they are beautiful, coming on the tails of growing urban populations and the increased need for adaptability as a result.

Homework Question - Where could your brand fit modular design into its product/service or office space? [More]

Implications - While some companies choose to leverage voice assistant technology to create a contactless path-to-purchase, others are tapping into the hesitation that some consumers have against actually purchasing products through voice technology and are instead working to leverage it to drive in-store sales. These examples show that for those who would prefer shopping in-store, voice technology can still contribute to a more seamless path-to-purchase.

Homework Question - How does your consumer feel about the way your brand is engaging with emerging technologies? [More]

Implications - The process of fasting, whether done for religious purposes or as a "biohacking" tool, is now aided with specialty kits, apps, and food items that aim to ensure consumers' health while taking part in this ritual. These products cater to a highly specific consumer need and as a result, appeal to consumers for their personalized nature.

Homework Question - How could your brand personalize a product/service to cater to various consumer rituals? [More]

Implications - Brands within the beauty industry, ranging from those that offer supplements to those that offer topical products, are now ensuring that their products are able to accommodate people with certain conditions. Whether those are relatively common like lactose intolerance, or conditions like diabetes that are less so, these products cater to the personalization that consumers now expect from brands.

Homework Question - How could your brand better personalize its product/service? [More]

Implications - The concept of online streaming has long been about making available as much video content as possible, but now brands are creating streaming platforms that are highly specific and curated in the interests they target. This shift comes as consumers increasingly seek personalization in their purchase decisions, with the expectation that brands cater to their niche preferences.

Homework Question - How could your brand create an ultra-curated or personalized offering? [More]

Implications - The curation of cannabis kits is allowing individuals to consume marijuana, either medically or recreationally, in a way that's portable and/or efficiently organized. These products allow consumers an enhanced experience in the process of cannabis consumption, while being diverse enough in format that brands are able to curate a variety of products.

Homework Question - Conceptualize what a kit that curates your brand's products/services would look like. [More]

Implications - As consumer expectations of products in general are heightened, even the most traditional industries such as banking are debuting innovative offerings to appeal to specific consumer segments. One of the ways this is playing out is in the form of multi-currency bank accounts, allowing consumers to move between countries with ease. This is reflective of today's consumer base -- who more than ever before -- expects and values frictionless service from providers.

Homework Question - What steps are getting in the way of your customer having the easiest possible experience with your brand? [More]

Implications - Catering to an increasingly flexible and freelance-driven workforce, financial institutions and startups alike are creating payment and financial tracking products specifically designed for independent contractors. Addressing common, overlooked concerns like delays in payment and tracking money owed, this shift ensures that consumers have the specific tools they need in today's professional landscape.

Homework Question - What's a specific market segment your industry has overlooked? What would it look like if your brand were to create a product specifically for that group? [More]

Implications - Dairy products ranging from milk to cheese are being created using seeds, offering yet another alternative to the lactose that an increasing number of people are choosing to cut from their lives. These products cater to consumers with dietary restrictions, while also appealing to those looking to experiment with new flavors and ingredients.

Homework Question - Conceptualize how your brand could make its product/service more accessible to those who currently cannot use or consume it. [More]