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Branding Consumer Insights

Poetic Packaging
Brands look for poetic inspiration in order to elevate their packaging design
Trend - Brands are leveraging the works of poets to create packaging aesthetics that are ethereal and capture consumer attention. Done either in collaboration with a creative agency or a poet, these romanticized designs combine minimalism with poetic novelty.

Insight - Romanticism is often quoted by contemporary consumers as many are excited to engage with and discuss the alluring works that define this movement in art and literature. Those who want to enrich their cultural knowledge look for both historic, as well as contemporary examples. Receptive to the different mediums romanticism is translated in, this interest allows the movement to be embraced as a selling point for products.
Workshop Question - How might you introduce romanticism to your product/service?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Homebody Aesthetic
Brands are pushing cozy aesthetics in marketing campaigns to entice consumers
Trend - Brands are leveraging the aesthetics of home to promote products that have little to do with it. These usually manifest as marketing campaigns that are intended to make one feel calm but also offer a sense of elegance that is fit for social circles.

Insight - In today's hectic environment, consumers look for products that will elevate their sense of calm. However, since social media engagement places emphasis on a cohesive digital appearance and personality, the home has become a hybrid of a safe place and leverage for one's personal brand. As a result, consumers are interested in product offerings that are adjacent to a sense of homey coziness, but ones that are acceptable for others to witness, whether that be online or in person.
Workshop Question - How might your brand/service cater to the homebody?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fragrance Provocation
Fragrance brands are choosing bold smells for their products to tell a story
Trend - Brands are launching products that boast unconventional aromas, accompanied by bold and provocative titles, to capture the attention of consumers. This approach is usually utilized to make a statement, whether it is for purposes of empowerment, social good or environmental awareness.

Insight - Unconventional and even unattractive qualities in traditional products have immense potential for capturing consumer attention. The shock factor entices individuals to give in to curiosity and explore the story behind the novel and provocative product. This fascination may even extend to social media spaces as consumers share the offering to spark discussion about its aesthetics or deeper connotative meanings.
Workshop Question - What unexpected quality could your brand introduce to your product/service?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Soluble Packaging
Dissolvable packaging offers short-term waste-reduction
Trend - Packaging that’s water-soluble is increasingly common in a variety of industries as brands attempt to reduce their contributions to the excessive waste that CPG goods produce around the world.

Insight - Consumers are beginning to understand more about how their personal habits contribute to environmental damage, however the ways in which the majority of items are produced in the modern day make it difficult for them to change their lifestyles. Products that tend to be wasteful remain popular for their convenience, and those that are less environmentally harmful tend to be costly or inaccessible. Thus, consumers appreciate brands that empower them to consume more consciously in a way that doesn’t alter their lifestyles to a large degree.
Workshop Question - How could your brand better empower its customers to adopt eco-friendly habits?
9.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamer Beauty
Beauty brands are entering partnerships with eSports tournaments and events
Trend - Cosmetic and skincare brands are beginning to take advantage of a market they're newer to. As a budding category, many companies have chosen to partner with eSports events for marketing purposes, however, it wasn't until recently that opportunities here were spotted by the beauty industry.

Insight - The eSports industry is experiencing a push toward inclusion as audiences grow and participating gamers become more diverse in representation. This demographic expansion entails more opportunities for different products and services that satisfy consumer interest across a variety of categories. With this growing diversity and the inherently communal elements of the eSports environment, discussions are opening up about individuals' personal experiences, therefore supercharging the message.
Workshop Question - In what way could your brand partner with a community-centric event?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boozy Creative
Alcohol brands launch artist-centric events to attract a more diverse audience
Trend - As a marketing tactic, alcohol brands are partnering with musicians and artists for special events. These tend to be either one-off collaborations or part of a series. The activations are often open bar and have the potential to draw a younger crowd who is looking for events that encourage creativity.

Insight - Millenial and Gen Z crowds demand one-of-a-kind experiences from brands as their consumption habits favor authenticity and transparency more so than previous generations. Often, these expectations are not unreasonable and can be seamlessly integrated into the experience of the product itself. These changes stem from a rising consumer desire to be connected to culture and creativity while engaging with brand experiences.
Workshop Question - What kind of activation can strengthen the consumer perception of your brand?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Podcast Co-Branding
The popularity of several podcasts expands into branded products & platforms
Trend - As the popularity and engagement around podcast platforms grow, brands are starting to get involved through unique product and service partnerships. These tactics not only help to connect brands with more specific audiences, but it showcases the brand's willingness to tap into rising media and content platforms.

Insight - Consumers have an appreciation for more authentic brand initiatives as they outgrow and lose trust in the more traditional methods of engagement that brands tend to offer. Inserting these branded initiatives into parts of consumers' routines and rituals allow consumers to actually choose the marketing content they're engaging with–thereby establishing trust between the brand and the customer.
Workshop Question - How might you integrate emerging consumer content and media platforms into your business model?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Deconstructed Branding
Artists utilize the remnants of brand logos and infuse it in their work
Trend - Artists and designers recognize how brands are inherently tied to the audience's contemporary lifestyle. Creatives are utilizing branded imagery for their own purpose–from footwear boxes to cigarette cartons–in their exhibitions to offer commentary on this phenomenon and build on the existing narrative of the brand itself.

Insight - The infusion of highly deconstructed brand logos in artworks produces a high-level of CGC (Consumer-Generated Content). With more Millennial and Gen Z consumers opting for heavily branded products and services, they're better engaging with this type of work because its familiar and branded aesthetic is more shareable on their social media feeds.
Workshop Question - How could your product be inserted into a contemporary art exhibition?
7.9
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.

Insight - Brand recognition among consumers is crucial, however consumers' contemporary purchase habits often place just as much emphasis on product experience as they do branding. Consumers are drawn to experiences because they're often inherently shareable–and most young North Americans prioritize how their daily and brand interactions can be translated onto social media.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cosmic Collectible
Interest in space exploration seeps into branded merchandise and collectibles
Implications - As space exploration and science fiction continue to rise in popularity through social media and pop culture, a desire for more education, insight and a connection to what's happening in space is developing. With that, we're seeing official NASA collaborations, partnerships, and astronaut-approved products hit the shelves to give consumers a closer link and connection to the vast galaxy. From products that celebrate milestone achievements to those that simply reference the heritage and longevity of the space administration, these products not only offer a small connection to galactic innovation, but a way for official administrations like NASA to expand their influence and educate audiences.
Workshop Question - How might you experiment with collectibles or branded merchandise to further educate and inform your consumers?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends