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Marketing Consumer Insights

VR Spa
Virtual reality is used to enhance spa experiences
Trend - The many contexts in which virtual reality can be used now applies to spas as well, with some of these businesses creating services that are coupled with virtual reality headsets the enhance the relaxation experience for customers.

Insight - When it comes to the modern "wellness" industry, consumers often expect well-rounded products, services and experiences. The costly nature of investing in wellness has made it so that if consumers seek out brands that offer them an above average, unique experience so that the expenses are worth it.
Workshop Question - How can your brand guarantee distinct virtual experiences, particularly as in-person consumption has become restricted?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Editorial
Photoshoots at home are being prioritized by brands in the fashion industry
Trend - Many fashion brands and magazines are continuing their operations during the COVID-19 pandemic with creative photoshoots that are staged at home. This venture, which is heavy on the DIY aesthetic, depicts models and even employees of the label or magazine in their personal quarters.

Insight - The economic restrictions that were imposed by many governments during the COVID-19 outbreak are putting a halt to the operation of businesses across industries. Still in full effect in some countries, consumers are eager to experience a sense of normalcy by seeking out ways to engage with activities and content that were previously available to them pre-pandemic. This does not only afford individuals some comfort, but also serves as a form of entertainment and connection.
Workshop Question - Conceptualize an at-home campaign that will work for your brand.
8.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
New School
School-related campaigns and services adjust in light of the ongoing pandemic
Trend - Back-to-school campaigning is looking a little different this year, with brands recognizing the impact that COVID-19 will have on students' ability to actually attend school in-person. Campaigns and services related to back-to-school are taking on new forms to accommodate this change.

Insight - The COVID-19 pandemic continues its impact on the world, and while restrictions have loosened in North America, people are still facing limitations in what they can and can't do--even in essential services like education. Consumers who understand the ongoing local risks are drawn to brands that are able to adapt their products and services in a way that prioritizes safety.
Workshop Question - How could your brand better adapt with safety in mind, despite loosened restrictions?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Ingredient
Black-owned businesses are bringing heritage ingredients to the beauty market
Trend - Black-owned business founders are tapping their heritage to make traditional African ingredients and practices available in the North American market. Although some of these ingredients have been co-opted by bigger brands, Black-owned companies stand out by offering support to native communities and using language that utilizes terms in-tune with the region of origin.

Insight - Since there is a gap in the North American market for answering the beauty needs of Black people and people of color, many consumers from these demographics turn to familiar self-care traditions that they have inherited from their home country or their families. As a result, a desire for products with specific cultural heritages arises. For consumers in this space, authenticity and knowledge of ingredients and practices takes precedence and this motivates many to put their trust in businesses with ties to the country or countries in question.
Workshop Question - How might you revamp your business practices internally to be able to introduce a product with an authentic cultural experience?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ad Realism
Commercials portray the everyday lives of consumers
Trend - Brands in a range of industries are using their video advertisements to depict more realistic and relatable interpretations of consumers' everyday lifestyles, rather than depicting aspirational ones.

Insight - As the world contends with a pandemic, economic inequality, and social and political issues both regional and global, consumers are less concerned with the privilege that's associated with the luxury lifestyles that many brands have aimed to depict. The various injustices around the world that are being brought into focus are creating a disdain among consumers for the abuse of power and wealth gaps that currently exist around the world. Thus, they're are less interested in luxury and privilege, and more drawn to brands that are realistic in their depictions of consumer lifestyles.
Workshop Question - How is your brand being authentic rather than aspirational?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
QSR Sanitation
QSR companies are creating sanitation initiatives promoting consumer safety
Trend - QSR businesses are highlighting new sanitation initiatives to make consumers feel better as locations reopen after the initial outbreak of COVID-19. These initiatives are being highlighted through marketing campaigns, as well as novel branding, which combine to quell the concerns of consumers.

Insight - As lockdown measures are being eased, many consumers are beginning to venture to physical stores. However, these same consumers want to be sure that these companies are taking safety and sanitation seriously. Lingering anxiety from months of lockdowns and/or restrictions have left consumers more careful as they go about their lives. If safety and sanitation messaging can be successfully conveyed through branding, companies could increase market share.
Workshop Question - How can your company emphasize consumer safety?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Content Creator Matchmaking
Platforms that match content creators and brands are on the rise
Trend - Brands and agencies are opting-in for specialized platforms when looking to connect with content creators for a partnership. In doing so, companies are able to streamline the search for the right collaborator, especially in a world where the number of content creators is rapidly growing.

Insight - Thanks to social media and other digital tools made available through IoT (the Internet of Things), more and more individuals are enjoying the liberty of being self-employed. On top of having to stay socially active and to produce tangible work, consumers with this occupation are often forced to look for opportunities themselves. In order to not feel overwhelmed when juggling all facets of their career, individuals are looking for streamlined services where they can network and gain access to jobs.
Workshop Question - How can your brand utilize content creators within your marketing strategy?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drag Entertainment
Brands are partnering up with drag queens to launch virtual campaigns & events
Trend - Many companies are tapping drag queen entertainers as a way to engage consumers at home during COVID-19. Either launched as an interactive experience or a live performance, these activations serve to celebrate Pride and to uplift one's spirits, while also taking the spotlight away from Pride-themed goods.

Insight - Due to the COVID-19 outbreak, live events and large gatherings in many countries are either cancelled or highly restricted and as a result, consumers are looking to stay entertained at home while abiding by their government's lockdown rules. As many are experiencing nostalgia for live performances from their favourite personalities, individuals are looking to diversify their content intake by opting-in for real-time shows or interactive experiences. In addition to being entertaining, these activations allow individuals to feel closer to the real thing.
Workshop Question - How might your brand harness live performance artists in a marketing campaign?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ageless Campaign
Clothing brands ensure adequate age representation in their campaigns
Trend - The fashion industry's long history of exclusion is slowly being addressed, and brands in this space are now increasingly addressing age discrimination or exclusion by including models of all ages in their campaigns.

Insight - Today's consumer now expects a more authentic form of marketing, in which the many facets of their appearances and identities are represented. Rather than appreciating the traditional, aspirational marketing that they were once accustomed to, consumers are now looking for real world applications and representation in the brands they choose to purchase from. These individuals are drawn to companies that understand and reflect the needs and identities of their target audiences.
Workshop Question - How could your brand better represent the diversity of its target audiences?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Blockchain Transparency
Alcohol brands are introducing blockchain technology to packaging designs
Trend - In a bid to verify the authenticity of a product, as well as to increase transparency between the brand and its consumers, alcohol companies are incorporating blockchain technology into the experience. Through scanning a code on a bottle, closure, or label, consumers can access a ledger with information about the product, its quality, how it was manufactured, and so on.

Insight - Conscious consumers are interested in selecting goods based on quality, ethics, and sustainability and as a result, a premium is placed on brand authenticity. This creates a demand for the accessible transfer of knowledge between brands and consumers as individuals want to make informed decisions based on things like production practices and the quality of ingredients. This transparency allows consumers to have trust in a company, ultimately contributing to their loyalty.
Workshop Question - How might you strengthen the transparency between your brand and consumers?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends