Consumer Insights > Marketing

Implications - In the age of social media, there is a premium placed on "lifestyle brands." Achieving this status means becoming fully consumercentric in that even consumer behavior unrelated to a brand's particular category must be taken into consideration. This is the strategy behind music-related interactivity integrated into CPG packaging. [More]

Implications - Though STEM toys are increasing in popularity, the act of learning something new, even during playtime, can be intimidating. Brands are alleviating the intimidation factor by creating safe spaces and events for STEM novices to experiment and learn as a community. This adds an element of companionship to a notoriously technical topic. [More]

Implications - Harnessing the rise of contactless payment, brands are turning their physical products into payment cards as a way to thank consumers for their loyalty. Incorporating contactless chips into surprising items lends a sense of playfulness and encourages engagement from consumers who need to buy the product in order to redeem their rewards. Turning brand merchandise into a loyalty program not only creates a sense of exclusivity, but as contactless forms of payment become more commonplace, consumers will be anticipating brands to adapt to their desire for convenience. [More]

Implications - Though a fairly new development within the toy industry, STEM as a form of educational play is expanding, moving into larger toy brands by way of film-branded pieces. This is a positive development as the familiarity of these characters creates engagement with kids who don't find learning fun. [More]

Implications - Through playful branding, sophisticated skincare formulas are being repositioned to appeal to the Millennial crowd. Considered the generation that sparked the self-care movement, many Millennials pride themselves on having elaborate skincare rituals that are highly informed by digital media and online forums. Brands are leveraging this momentum to promote preventative anti-aging products to this younger demographic that is both highly concerned and highly educated about its health and wellness. [More]

Implications - Creating a sense of positive brand recognition, brands that are looking to establish a presence on college campuses are doing so by offering career training and networking opportunities. This is especially poignant for members of Generation Z who are more career-focused and linear in their thinking than the Millennial generation. [More]

Implications - Food brands are attempting to embed themselves in youth culture by creating clever branded merchandise that emphasizes the experience of consumption. Tying into the role of material objects as "props" in the attention economy, this progression highlights the new opportunity for brands to engage consumers through novel, lifestyle-driven aesthetics in order to cultivate a community of fans. [More]

Implications - Shareability is a purchasing factor for the younger demographic, which ties into whether or not the product or service fits into their personal brand. The creation of Instagram-friendly foods that tie to the collegiate lifestyle satisfy these points. They also boost a sense of pride and create an opportunity to connect with a students' tribe of like-minded individuals. [More]

Implications - As more consumers look to lessen their refined sugar intake, brands are exploring all manner of alternative sweeteners in order to account for taste preference, with the sub-tropical melon-derived monk fruit particularly gaining popularity. This progression highlights the potential for unraveling new healthful alternatives to ingredients that previously may have seemed inseparable from various favored dishes. [More]

Implications - Gin brands are hosting creative activations and workshops that serve as both an opportunity for both brand awareness and product education. This progression highlights the importance of brand touchpoints in helping consumers bridge the gap between aspirational marketing and actual product adoption. [More]