Consumer Insights > Business

Implications - Companies are limiting the branding in their commercials to offer more authentic ads that come across as less sales-focused. This new form of video marketing gives consumers the opportunity to engage with the material being presented, in a way that offers some of the same sensory features that more immersive forms of marketing allow – combining experiential techniques with a traditional platform. This functions as a "best of both worlds" scenario in which consumers are more likely to appreciate what is being presented, while brands are able to benefit from both the large reach of commercials, and the enjoyment that experiential marketing offers consumers. [More]

Implications - B2B brands are seeking closer connections with their clients, and are doing this through electronic gifting apps, service review platforms and more. These reformed ways of marketing go further than simply "targeting" clients, and instead seek to build close partnerships with them. This more intimate marketing strategy serves to build relationships, and is more likely to ensure brand loyalty. [More]

Implications - As the cannabis as a "lifestyle" industry continues to blossom in tandem with the medical marijuana industry, brands are releasing various forms of candy that are infused with cannabis. Whether recreational or used for medical reasons, this emerging shift serves to either offer a new experience with these products for self-proclaimed aficionados, or make cannabis use more palatable in the eyes of consumers who are new to the industry. This serves to ensure that through the normalcy that candy products are usually associated with, those infused with cannabis can serve a wide range of demographics. [More]

Implications - Board and card games are being reformatted with pop cultural elements and contemporary features that elevate them to suit the preferences of the average, modern day consumer. With diverse and ever-changing gaming options now available through tech, board game concepts have undergone a repositioning that celebrates them as an experience for the same consumers who seek out mobile games. This redesigning gives consumers the interactive gaming experiences they crave, while simultaneously distinguishing these products from the emphasis on tech as the medium in the gaming industry. [More]

Implications - Whether in the form of cards, boards, or via social apps, games are being designed for the specific purpose of improving the relationships between those who play them. This shift comes as a response to the interpersonal connections that consumers believe technology and social media has failed to foster in a meaningful way. The use of games to strengthen relationships accelerates the bonding that occurs in any face-to-face gaming session, while serving as an effective reactionary tool to the rifts that modern-day consumption habits can cause. [More]

Implications - No longer sifting through endless magazines and newspapers to find the latest coupons for their favorite stores, the newly tech-integrated Gen X community is looking to engage with brands that make deal-hunting seamless via apps and mobile promotions. The generation that appreciates value but is still looking to spend money, Gen X consumers are integrating more mobile and online usage into their shopping habits to ensure they get the best bang for their buck. Brands adapting to this connected lifestyle are making sure to stand out through apps that make it easy to find money-saving offers. [More]

Implications - With home and family ranked among the highest of Gen X priorities, it becomes clear why this demographic are increasingly drawn towards retail experiences that emphasize the comforts of being at home. From stores that recreate a home-style environment to retailers that make it easy to try on items from the bedroom, Gen X-targeted brands are adapting to this consumer segment's desire for comfort, familiarity and spending time with family over complex tech integration when shopping. [More]

Implications - Brands are finding new and distinct ways to motivate consumers to test their eyesight, offering a more experiential form of engagement with eyewear-related concerns. These emerging products and services not only serve to better market brands in this industry, but they also lift the anxiety or banality that consumers often associate with these medical check-ins. This shift reveals the potential for even the most objectively tedious services to transform into more engaging experiences, forming a point of reference that other brands can use to re-frame the more negatively viewed aspects of their own companies. [More]

Implications - Prescription contact lenses and glasses now incorporate elements that modern day consumers are in need of, rather than only offering products that improve sight. Whether sold via smart phone apps, infused with AR elements, or whether they feature UV-blocking designs, these products serve to enhance the lens-wearing experience. This shift is not just indicative of changing technologies in this industry, but also of an increased need to meet the accessibility and convenience-based consumer expectations that they have now come to expect in all aspects of their lives. [More]

Implications - While it's not always possible to create a super customized experience for every consumer, cosmetic brands are going the route of crowd-tapping in order to create conversation around their products and gain consumer appreciation in an organic way. While the cosmetic market is saturated with celebrity names at the moment, consumers are looking for brands to align with and products they can feel connected to through having some say in their production. Understanding that makeup is a personal preference, cosmetic brands are creating communities around their branding by putting consumers first. [More]