Consumer Insights > Business

Implications - Understanding the power of influencers in the social media age, brands are accelerating the process of individuals becoming influencers by offering a variety of services that help them expand their followings and grow their personal brands. This shift comes as brands recognize the need to more authentically connect with Millennial and Gen Z consumers, on a more micro level. [More]

Implications - In today's fast-paced and often lonely world, on-demand companionship products that extend beyond a simple transactional relationship work to fill in the gaps of our social experience (for example, helping seniors with their shopping rather than simply driving them to and from the store). While commoditized connection might not necessarily be a new idea, it's the extension of these services to fill everyday micro-moments that delivers the deeper, more authentic link to the world around them that humans so urgently crave. [More]

Implications - Industries concerning themselves with self-care and relaxation have predominantly targeted women, however these industries are slowly adapting to calls for gender inclusivity. By actively catering to the design-related needs and preferences of many male consumers, such products and services are able to broaden the consumer base of the brands in question, while giving male consumers a way to explore self-care in ways that avoid the reluctance that can stem from societal norms and expectations. [More]

Implications - Brands are taking over spaces already known to consumers that aren't typically associated with their core product, an act which creates excitement and novelty in the process of campaigning. More than collaborating with adjacent companies and industries for unique experiences, the use of familiar environments is able to effectively pique consumers' curiosity. [More]

Implications - The practice of project management is common in the workplace, and brands are now creating platforms through which consumers are able to track projects related to more creative or educational pursuits. More than streamlining the creation process, such platforms cater to consumers seeking productivity-enhancement in their daily rituals and hobbies. [More]

Implications - Trend Hunter's research shows that younger members of Gen X -- dubbed 'Generation Xenos' -- are more likely to start businesses than Millennials. Their inherent desire to think disruptively means they spend more time ideating than other entrepreneurial generations. This process is streamlined through listening tools and social networks solely dedicated to stimulating creativity. [More]

Implications - The older half of Generation Z -- dubbed 'Z-Tribe' through Trend Hunter's research -- has conflicting appreciations for both in-store shopping, and streamlined digital experiences. Omnichannel consolidates these needs. Some retail brands are taking this a step further by explicitly targeting this youth generation through store design, experience, and integration of their social media habits. [More]

Implications - For many entrepreneurs and small businesses attempting to verify their claims on sustainability, one significant barrier to entry has been the high cost of eco-certification. Emerging modes of certification, either supported by government organizations or private entities, work to break down an often elitist system that inadvertently lends favor to those with the financial backing to earn eco-accreditation. [More]

Implications - As many busy consumers have turned to podcasts and audiobooks to fill their commutes, brands are reviving traditional forms of literature as promotional, souvenir-like products. Books that celebrate a brand's history or a collection of timeless art are drawing in consumers for their exclusivity factor. Consumers want to feel like they are part of a brand’s journey to success, and having a token to remember that creates a deeper bond. [More]

Implications - As consumers continue to demand more diversity and inclusion in their day-to-day experiences, various businesses, particularly those related to leisure, are making an effort to expand their product offerings and in-person experiences to be much more open and accepting of different genders, physical disabilities and more. From theme parks become certified to aid those with autism to fitness facilities that cater to those who are blind, these examples showcase a move by businesses to not only become more inclusive but also adapt business models to meet those diversity needs. [More]