Consumer Insights > Marketing

Implications - Products that include the cannabis compound CBD are now being packaged and marketed in forms similar to those of the contemporary vitamin and supplement industry. This shift in representation is allowed as more consumers perceive cannabis consumption as medically beneficial, and its familiar and health-oriented branding is able to enhance trust in its efficacy and quality.

Homework Question - Which adjacent industry or business could your brand look to for inspiration on branding and/or marketing? [More]

Implications - Brands within the sleep industry are pivoting their marketing tactics from deals and discounts, to centering themselves within the growing "wellness" industry. With campaigns that cater to busy professionals and offer relaxation-focused escapist experiences, this shift in tactics allows for the sleep industry to remain relevant to the contemporary values and branding that draw in modern consumers.

Homework Question - How could your business better rebrand to suit the expectations of the modern consumer? [More]

Implications - In an attempt to counter the exclusivity that high fashion is typically associated with, brands within this industry are increasingly giving consumers "windows" into their world via livestreaming. These campaigns have a dual-benefit in that they give the average consumer the perception of inclusion, while allowing brands in the fashion industry to become more outwardly "accessible" without having to alter their business models.

Homework Question - Conceptualize how your brand could incorporate livestreaming into its products/services. [More]

Implications - More than just raising awareness, not for profit organizations are turning to activations and pop-ups that boldly encourage testing of certain diseases. Whether it be providing medical professionals on-the-spot to analyze patients or creating stunts that speak to the dangers of not getting checked out, these examples speak to not only the need to educate consumers on certain issues, but a desire to make awareness and engagement more convenient and accessible too all types of people.

Homework Question - What types of social causes and initiatives does your brand support? How can you make that messaging more interactive and engaging for your audiences? [More]

Implications - As branded merchandise becomes ever more popular among consumers looking to showcase their loyalty, the products themselves are evolving into more than just clothing and memorabilia pieces. Diversifying branded products into the home, holiday and even media space, brands are not only looking to create shareable moments, but rather expand their reach into categories not typically in their wheelhouse.

Homework Question - How could your brand expand their reach through unexpected merchandise? [More]

Implications - Computer-generated social media influencers are on the rise, and so now are their collaborations with big brands due to their enormous popularity online. These virtual models are put together with the popular aesthetics that can be observed on platforms like Instagram, and are unique in their ability to reach millions of young consumers while retaining an air of mystique and intrigue.

Homework Question - Conceptualize a campaign for younger consumers that would leverage the reach of a virtual influencer. [More]

Implications - Personalized avatars have long been used in gaming and social media, and now their use is extending to real-world functions, whether those relate to the purchase journey or functions like productivity. This shift comes as a result of the rapidly amalgamating digital and physical worlds, and caters to consumers' preferences for personalized and experiential shopping experiences.

Homework Question - Conceptualize how your brand could use personalized avatars in the purchase journey, or to enhance its product/service. [More]

Implications - Broadening audience appeal, luxury brands are switching gears to adopt aesthetics and designs better suited to the desires of younger consumers. Whether it be tapping influencers for marketing appeal or integrating designs more practical for younger audiences, brands are redefining how luxury goods are perceived, adding more flair, context and aesthetic appeal to the mix.

Homework Question - How could you pivot your most popular product or service to appeal to younger consumers like Gen Z? How could you adapt the messaging? [More]

Implications - To combat consumer grievances with material aspects of the holiday season, brands are being blunt about their ethical products, giftable items, and other services. Brands make it a top priority to supply consumers with festive products that align with their every day consumption habits and standards by taking an ethical and eco-conscious approach. This shift showcases how brands can build consumer trust by taking a more conscious approach to the holiday season, and then carry this initiative throughout the year.

Homework Question - How can you shift your approach to the holiday season to align more fittingly with eco and ethical concerns of the modern consumers? [More]

Implications - Due to the nature of the product, fragrances have long been a difficult product for marketers to accurately portray in advertising. Closing this gap between product experience and marketing, however, are highly experimental approaches to marketing fragrance, which focus on the senses by using any means necessary. Ranging from high-tech in-person experiences to scented stickers, this approach speaks to the ways in which consumers today appreciate and expect more sensorial experiences in general.

Homework Question - What would a hyper-sensorial approach look like when it comes to the marketing around your offering? [More]