Print Consumer Insights

Trend - With cannabis becoming destigmatized across North America, Millennial artists are creating niche lifestyle publications on the topic, while also exploring various social issues and providing education.

Insight - The Age of Information and social media have made Millennials and Gen Z in North America more socially aware and hyper-connected, creating in many a desire for authenticity. As a result, these demographics remain skeptical about big brand dominance and rebel against it by opting-in for independent alternatives, which allows them to feel as part of an authentic and empowering community.

Trend - 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.

Insight - Though the social media landscape isn't something consumers aren't going to let go of, it's created a new understanding of print--where magazines are viewed by consumers as novelty creative pieces. Consumers appreciate the tangible aspects of print more now, and can even view them as collectible items.

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.

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.

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.

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.

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.

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.

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.

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.