Consumer Insights > Marketing

Implications - Notoriously difficult to define, 'camp' is the idea of so deeply subverting what is considered "bad" to the point that it's considered "good." This visually translates as kitsch, and typically exists as a subcultural aesthetic. However as the Internet globalizes society and effectively democratizes what is considered "good taste," kitsch is embraced by a mainstream audience. The most extreme iteration of this is seen with large brands using camp in their products and marketing. [More]

Implications - There’s often a stigma associated with disability aids as most consumers don’t want to stick out from the crowds. Modern aids, like hearing devices, are responding with not only more functional adaptations but also more aesthetically minimalist solutions. Whether it be crafting designs reminiscent of jewelry or simply adding elements of connectivity, these examples are speaking to the desire for aids that are not only more aesthetically pleasing, but aids that can better adapt and integrate into consumer rituals and lifestyle habits. [More]

Implications - Brands are using the Halloween season to adopt high-budget scare campaigns which feature commercials worthy of cinematic trailers, avoiding the oft-kitschy pitfalls of seasonal branding. This shift caters to an audience that now engages with so much content on a daily basis, that brands are having to think outside the conservative creative norms that once set the standard for their campaigns. [More]

Implications - A common online ritual, fans of various products and services have been filming their unboxing experiences for a while now. With the proliferation of new technology and online engagement, we’re seeing a shift in this realm with more immersive, high-tech unboxing experiences. From the use of AR technology to voice-activated features, consumers and brands are getting in on the action to create more interactive, multisensory versions of traditional unboxing activities. This speaks to the familiarity around socializing products but in a way that is much more interactive in nature. [More]

Implications - Brands associated with everything from digital media to car share services are making moves to enter the print media space via curated magazines. These magazines offer a tangible form of interaction with the content, ideas and business models associated with the brands in question, serving consumers and clients who prefer traditional and/or artistic means of engaging with brands. [More]

Implications - As cannabis culture works to entrench itself into the mainstream consciousness of North American consumer culture, established brands submit their contribution by identifying their key value offering as a brand and naturally extending that to this emerging industry. By leveraging their strengths and established brand identity, these companies are able to reap the benefits of being a first-player in cannabis lifestyle. For other brands looking to enter the cannabis space, these examples highlight the value of shedding conservative principles, and the now-changing standards that consumers once held for bigger brands. [More]

Implications - The transformation of classic desserts and candies, like Lindt chocolates or Creme Eggs, into spreadable form allows brands to expand their product lines and prioritize creativity in the production process. More than this, such products are able to appeal to consumers via novelty and familiarity alike. [More]

Implications - Online influencers continue to evolve with emerging platforms and forms of content creation, and with that, we’re seeing a shift toward more digitally animated personas. From Instagram starlets to YouTube vloggers, influencers are emerging not in the form of young Millennials or Gen Z, but digitally created animations that evoke nostalgia and familiarity in their cartoonish form. Not only meant to attract younger audiences, these inanimate, digital creations allow for more playful storytelling techniques as way to present content in a new light. [More]

Implications - Though many herbal teas have long been known to have beauty-enhancing properties in addition to their various health benefits, brands are now beginning to explicitly tout those properties in tea-based beverages. Such items reveal the way in which the perception of specialization and targeted purpose is able to transform a traditional concept or in this case, product. [More]

Implications - With the ubiquitous nature of pumpkin spice as a standalone flavor now moving past its place as a punchline, some brands are using it as inspiration for a variety of products outside the food and beverage category. This shift underlines the ability of food and beverage trends to influence far outside their industry once they reach a level of pop culture status that exceeds the mere experience of a flavor. [More]