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Print Consumer Insights

Cannabis Zine
Artist-curated print publications that celebrate cannabis culture are on the rise
Implications - With cannabis becoming destigmatized across North America, Millennial artists are creating niche lifestyle publications on the topic, while also exploring various social issues. The prevalence of cannabis zines shows the continued existence of independent communities within this space, despite the mainstream evolution of cannabis culture today.
Workshop Question - How can your brand empower and inspire independent creative communities?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Magazine Extension
Brands typically unrelated to print media turn to magazines
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.
Workshop Question - Conceptualize a magazine that centers around your brand's business model.
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Scented Selling
Brands make a splash by adopting fragrance experiences into advertising efforts
Implications - As the bar for experiential brand interactions is heightened by the shift toward immersive campaigns, brands are including unexpected elements into their advertising efforts, like scent experiences. Being adopted both as a part of in-person experiences and beyond, the integration of fragrance helps bring a branded experience to life, and becomes more memorable to the consumer.
Workshop Question - What's a way that you could you enhance the sensory experiences your customer has with your brand?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Consumer Callout
Advertisements engage in dialogue with outspoken customers
Implications - With the majority of word of mouth and social engagement around a brand's image being spread by a handful of key individuals, marketing strategies are being refocused to speak directly to the consumers who have the loudest voices. By bringing everyone in on the dialogue with specific customers, brands can overcome strained relationships with past customers while strengthening ties with current and future consumers. Branching off from the growing influencer marketing campaigns that mostly feature online superstars, brands are adapting to the fact that even the most common consumer carries social influence.
Workshop Question - Who is your most outspoken consumer? How can you hyperpersonalize your messaging to engage that target?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Humorizing Hispanic
Marketers take a comedic approach to connect with younger Hispanics
Implications - Marketers looking to tap into the Hispanic Millennial market are opting for a lighthearted, humorous approach. The success of these campaigns reveals that Hispanic Millennials possess the same self-aware, self-reflexive sense of humor as their Caucasian counterparts, able to poke fun at stereotypes on both a generational and cultural level.
Workshop Question - How could your brand better connect with specific segments of the consumer market to create a more authentic connection?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Empowerment Marketing
Brands dedicate marketing efforts to elevating consumer esteem
Implications - Today's Internet culture has fostered a spirit of scrutiny that has consumers demanding more from brands when it comes to messaging. The brands that trust consumers to make informed decisions without undercutting their esteem rise to the top, demonstrating not only a higher level of consumer awareness, but also a desire for more empowering relationships with brands.
Workshop Question - What is one new marketing strategy your brand can implement, as a way to increase a consumer's self-esteem?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Informed Targeting
Brands are using big data for advertisements and brand interactions
Implications - Big data has become a big buzz term with a short history, but while its role behind the scenes has grown in importance, its role in the general public's eye is one just starting to be explored. Marketers are using big data garnered from partnerships with social media outlets such as Tinder and Twitter as the centerpiece of campaigns and branding efforts.
Workshop Question - How could a social media partnership benefit your company?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Patriotism
Brands adopt a historically inspired aesthetic for national pride
Implications - Brands often use seasons and holidays as opportunities to connect with consumers. In terms of patriotic festivities, many American brands are focusing on the collective memory of the nation's past. Not only does this approach capitalize on consumers' national pride and nostalgia, it's also a way for brands to cultivate a public image that's likable and down-to-earth.
Workshop Question - Can you think of a new way to promote your brand's heritage as a way to promote transparency to your consumers?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bodily Esteem
Consumers challenge the mainstream by openly celebrating body diversity
Implications - The fashion industry claims to have embraced body diversity, but its definition of "plus-size" remains narrow. As a result, consumers feeling overlooked by the industry are gravitating towards fashion and media channels that make bold, celebratory political statements surrounding the issue. This shift towards bodily esteem suggests that consumers are searching for transparency, as well as representation, from beauty and fashion media.
Workshop Question -
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Interactive Print
Print campaigns are taken a step further with participatory engagement
Implications - Adding a more engaging aspect to print, campaigns are integrating 3D visuals and interactive elements for allure. Transforming magazines and posters into activities that require participation, marketers are helping to bring campaigns to life, adding an immersive quality to traditional print.
Workshop Question -
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends