Branding Consumer Insights

Trend - Esports and gaming companies are partnering with haptic accessory companies. These branded vests offer advertising for the gaming company while simultaneously adding to the credibility of the accessories. This widens the consumer appeal of the products to fans of both companies involved.

Insight - When investing in new hardware, software, or accessories, gamers often weigh products on a cost-to-benefit scale, considering performance, immersion, and credibility on the benefits side. In terms of immersion, most of the innovation is focused around technologies such as VR and AI. However, physical accessories, while niche, can dramatically enhance immersion when used properly. In recognition of this, accessory brands are seeking partnerships and endorsements to increase credibility.

Trend - Companies in the United States are collaborating with Hispanic creators to better appeal to the large Hispanic communities in the U.S.A. These collaborations showcase catered culture-inspired products, such as drinks, dishes, or skincare, designed for Hispanic consumers.

Insight - Companies in the U.S.A are tasked with marketing to a diverse population of cultural backgrounds. Given that representation is a large contributing factor to consumers' purchasing decisions, many consumers opt for products from brands that stem from, or show respect to, consumers' diverse cultural backgrounds. Businesses are identifying this pressure, and are responding by launching curated campaigns and collaborations that identify with consumers with these cultural backgrounds.

Trend - Brands in the men's health space are launching sexual health products with discreet packaging and branding. These treatments are for conditions such as erectile dysfunction without exposing the consumer. From the shipping packaging to the branding, the products are masked for privacy.

Insight - While research suggests that one in ten men in the United States are faced with erectile dysfunction-related challenges at some point, most men are hesitant to discuss the topic as acknowledging these conditions can make men feel embarrassed. However, these men still desire treatment and solutions, as they don't want to be inhibited by symptoms in the most crucial moments. As a result, these men are gravitating towards discreet products that hide the treatment purpose on the package.

Trend - Startups are combining multiple artificial intelligence (AI)-based services into comprehensive platforms that generate custom advertisements. These use image, video, and text-generation to create entire marketing campaigns, streamlining the process for clients, and saving on time and budget.

Insight - Brands are often tasked with creating marketing campaigns with heavily limited time and budgets, leading to less-than-ideal outcomes in order to deliver on time. These brands desire more efficient services in each aspect, as increasing the ROI on advertising is a top priority for marketing departments. However, these brands cannot sacrifice decision-making control, margin of error, or quality, creating a demand for low-cost, customizable, quick marketing services powered by AI.

Trend - Gen Z-focused brands are launching menstruation-inspired products and campaigns that uplift and empower women, aiming to destigmatize menstruation through wholesome branding and marketing. This helps younger women take more pride in their bodies and not resent the menstruation process.

Insight - Marketing practices for menstruation care products are traditionally subtle, using codewords and drawing attention away from the menstruation process wherever possible. This causes young women to feel ashamed and feel they should resent menstruation. These young women want to be knowledgeable and aware of their bodies while feeling empowered, placing pressure on brands to create more uplifting products that do not shy away from the reality of being a woman experiencing menstruation.

Trend - Brands across various industries are finding new ways to introduce their products to consumers through interactive experiences and product workshops. These events make new products more accessible and less daunting to consumers as they provide product knowledge through hands-on learning.

Insight - Companies are opting for interactive introductions to their launches to provide product transparency. Consumers are searching for brands that offer detailed information about their products to ensure they understand all aspects of the items they purchase before making informed choices. As a result, companies are hosting events to increase accessibility to product and brand knowledge.

Trend - At the beginning of COVID-19, brands quickly pivoted their marketing strategy to digital out of necessity. Now, many companies are embracing the virtual world in its entirety. Recognizing the promise of NFTs (non-fungible tokens), brands across sectors are taking advantage of its popularity to connect with consumers.

Insight - Over the last year and a half, many consumers have developed a keen interest in technology and the virtual world. This pivot, however, is not only driven by the conditions of government-imposed pandemic restrictions but is also a result of a deeply entrepreneurial spirit and sense of curiosity that drives individuals to explore their options—whether that is in terms of entertainment, financial gain, or simply shopping.

Trend - Contemporary brands are reimagining the packaging aesthetic and formulas of traditional Latin beverages such as agua frescas, horchata, and tepache. In doing so, these companies position themselves to better target Latinx Millennials.

Insight - When it comes to food and beverage choices, Millennial consumers are notorious for prioritizing modern aesthetics and elevated recipes that reflect both their identity and their sense of style. Since the North American market is identified as a “melting pot” of cultural expressions, young consumers of different ethnicities are creating a demand for options that they can indulge in, while feeling some connection and even nostalgia for their roots.

Trend - Patterned food and beverage packaging is on the rise as brands make more creative attempts to capture the attention of consumers. Playful, patterned imagery on adult-targeted products speaks to the move away from minimalism that can be seen in the branding space.

Insight - Consumers' have grown accustomed to the ways in which brands have tried to appeal to them over the past several years, with minimalism being the most popular choice for brands looking to draw people in. Now, consumers are increasingly attracted to packaging with maximalist design influences for their novelty in the food and beverage space.

Trend - Olive oil is recognized for its anti-inflammatory and antioxidant properties. Traditionally used as a cooking or dipping staple, brands are now leveraging the ingredient in new formats. While some are launching drinkable olive oils, others are harnessing it within beauty products.

Insight - The health and wellness movement has changed the lifestyle habits of consumers, instilling in them a sense of curiosity and a dedication to constantly optimize their routine in order to reach their best possible selves. As a result, many are looking for ways to supercharge their habits—whether it is through skincare, nutrition, sport, or something else. In doing so, individuals feel more energized, which allows them to be more productive and confident in their day-to-day.