Marketing Consumer Insights

Trend - The pandemic ushered in varying degrees of change, including a political reckoning wherein the idea of activism became more mainstream and social media-friendly. Brands looking to participate in these conversations in a way that goes beyond lip service are doing so by replacing influencers with known activists.

Insight - Replacing influencers with activists is a way brands can use resources to shine a light on an issue of relevance to them and their customers. This humanizes the brand, and hypothetically, brings positive exposure to the cause in question. That said, today's consumer is much more discerning when it comes to corporate social responsibility. Though partnering with an activist is comparatively more socially conscious than partnering with an influencer, these partnerships will be best received if tangible results related to the cause are tracked and shared.

Trend - Brands are launching new initiatives designed to support the transition back to "normal." These range from reminding individuals of dining etiquette to tips on helpful hygiene practices to re-instate.

Insight - The pandemic drastically altered the way most of society lived day-to-day, decreasing social interactions significantly. As the economy slowly starts to re-open, many individuals feel anxiety about re-entering social situations like dining out or returning to the office. As consumers grow accustomed to life going back to "normal," many will flock to brands that will support this process.

Trend - Virtual showrooms are increasingly popular as brands look for creative ways to stay on consumers' minds amidst changed shopping habits. These include everything from virtual reality-based car showings to app-based digital stylists.

Insight - Consumers' changed shopping habits include doing the majority of their purchases online, and are now seeking out brands that are able to give them the most reliable and detailed information in order for them to feel confident confirming their orders. This is particularly true when it comes to making larger purchases.

Trend - At the beginning of COVID-19, brands quickly pivoted their marketing strategy to digital out of necessity. Now, many companies are embracing the virtual world in its entirety. Recognizing the promise of NFTs (non-fungible tokens), brands across sectors are taking advantage of its popularity to connect with consumers.

Insight - Over the last year and a half, many consumers have developed a keen interest in technology and the virtual world. This pivot, however, is not only driven by the conditions of government-imposed pandemic restrictions but is also a result of a deeply entrepreneurial spirit and sense of curiosity that drives individuals to explore their options—whether that is in terms of entertainment, financial gain, or simply shopping.

Trend - In light of state-sanctioned regulations that require companies to include child-resistant packaging, brands are emerging with functional and safety-focused cannabis packaging. These systems are easy for adults and challenging for kids, offering an ideal way to store cannabis products.

Insight - The cannabis industry is rapidly expanding across North America and like any other drug, children's access to it needs to be restricted in order to maintain their safety. Many consumers are demanding brands offer safety controls to keep cannabis out of children's hands, and governments that have legalized the substance have required safety packaging alongside other restrictions to limit their access. This perception of control offers a greater sense of safety, allowing adult consumers to feel more comfortable in purchasing cannabis products.

Trend - As the world gradually lifts pandemic-related restrictions, brands are increasingly prioritizing "wellness" to help ease people's lingering anxieties. This includes ad campaigns that focus on comforting and relaxing themes that offer a more positive outlook on the future than what has been seen in the last year.

Insight - Consumer stress has been at an all time high in recent months, with everything from social restrictions to financial upheavals having an impact on most people in North America. As people slowly grow accustomed to life going back to "normal," they seek out brands that help that process along--whether it's emotionally, financially, or recreationally.

Trend - Shoppable experiences are the newest way that companies are curating unique branded experiences for customers. These experiences include everything from shoppable hotel rooms to cooking shows.

Insight - Consumers increasingly expect that brands match their lifestyles and social media consumption habits when trying to relate to them. These more authentic interactions breed brand loyalty among consumers.

Trend - The modern day dating app began as a tool for (mostly) Millennials to meet people, and they're now evolving to better suit the digital habits of Gen Zs who are 18+. Everything from humor-based functions to video-dating in the style of Tik Tok is now catering to this younger demographic.

Insight - As Gen Z becomes the demographic that now drives pop culture, entertainment and social media trends, brands are having to adjust and switch from their Millennial-only focus to strategies that better appeal to this generation. Brands that are authentic, have principles and are social media savvy are most likely to gain Gen Z's trust.

Trend - Brands are launching new campaigns to spur conversations about women's sexuality and highlight the importance of destigmatizing sexual discomfort. These initiatives focus on reclaiming words like "pubic" and "moist" that many felt uncomfortable saying aloud.

Insight - Women's health has long been ignored in mainstream discources, and their sexual health, reproductive functions and sexual desires have often been overlooked because of this. Many are no longer standing for these oppressive tendencies and are advocating for an open, de-stigmatized appraoch to the representaiton of female health in media and advertising. These informed consumers demand that the brands they brands support actively fight for this representation.

Trend - Brands are leveraging augmented reality technology to reach consumers at home for the holidays. These initiatives include product testing, demonstrations, and mixed reality portals to interact and engage with consumers.

Insight - Consumers crave memorable experiences and connections with loved ones around the holidays. In light of the COVID-19 pandemic, these opportunities have shifted online, and many are looking to foster memories in a more tangible setting. As a result, they will flock to brands that offer engaging and personalized experiences in a safe, interactive manner.