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Social Good Consumer Insights

Charity Skin
Developers are launching thematic skins to raise funds for philanthropic causes
Trend - In the gaming category, a 'skin' refers to the outfit of a character. It promotes a more customizable and immersive experience by placing emphasis on aesthetics. With the popularity of skins in mind, developers are creating outfits and characters that will raise awareness and funds for different charities.

Insight - Consumers look to give in accessible ways and are often much more receptive to initiatives that offer something small in return. The tie of shoppable objects to fundraising efforts allows individuals to feel justified about their purchase as they are able to get what they want, but are also assured that their money will go toward supporting a good cause.
Workshop Question - How could your brand appeal to the interests of consumers to raise awareness?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Second-Hand
Brands play an active role in helping consumers buy second-hand wares
Trend - In addition to focusing on new sales of their products, brands in fashion and beyond are pivoting to strategies that allow consumers to purchase second-hand versions of their goods in an appealing way. This allows these brands to not only highlight their sustainability efforts, but directly speaks to the enduring quality of their offerings as well.

Insight - The growing number of consumers concerned with their environmental impact are facing feelings of guilt upon purchasing brand new products. At the same time, many within this group are accustomed to purchasing new products regularly, creating demand for something that allows them to consume, but in a more responsible way.
Workshop Question - What are some out-of-the-box ways your company could offer a more sustainable product or service?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lighthearted Altruism
Campaigns focused on inclusiveness take on a more casual tone
Trend - Brands and organizations looking to signify a commitment to diversity are doing so with marketing campaigns that have an unexpectedly light and sometimes even sarcastic tone to them. This stands in stark contrast to the typically serious and emotion-driven style that's come to be characteristic of this content.

Insight - Consumers, especially those who are immediately impacted by diversity efforts, are accustomed to messaging around inclusiveness that has a very serious and intense tone that's effective at eliciting an emotional response, but not necessarily resulting in meaningful change. As a result, there's a craving for more frank and honest communication around important topics like diversity.
Workshop Question - What are some ways your brand could approach a serious topic with a respectful but radically honest approach?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Educational Grocer
Grocery stores opt-in for educational experiences, bringing value to shoppers
Trend - To battle the popularity of online shopping and food delivery, the traditional grocery store is disrupted as educational experiences are introduced into its business model. From online wine courses to nutrition-focused workshops, these activations are geared to elevate the consumer experience

Insight - The age of information and multi-sensation has made it so that Millenial consumers are in constant search for added value -- whether that be in the form of education, service or experience. Mindful maintenance of lifestyles has become a priority for city dwellers as they try to juggle the stressors that are commonly found in the urban environment. This desire for consistent improvement and proactive upkeep necessitates activations in public spaces that are visited regularly.
Workshop Question - What educational experience could you introduce within your business model?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Consumption
Food establishments offer up more inclusive environments for guests
Implications - Moving beyond just marketing or branding tactics, retailers in the food and beverage space are adapting everything from hiring processes to in-store accessibility to better align to areas of inclusivity. Willing to make bigger moves by adjusting their internal processes and general service offerings, retailers are seeking to not only create accessibility to more consumers, but to showcase a bolder commitment to the needs of their consumes.
Workshop Question - What risks are you willing to take to showcase a stronger brand commitment to inclusivity?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Charitable Companionship
Charities that aim to provide companionship are spotlighted
Implications - With experts now describing the rise of self-reported loneliness an "epidemic," charities that aim to offer companionship are being spotlighted by brands and consumers alike. These initiatives cater to those looking to get involved in positive community programs, while also countering the loneliness that comes with digital and physical isolation in cities.
Workshop Question - How could your brand align itself with positive initiatives within its community?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Conscious Exhibit
Exhibits offer art installations focused on social & environmental awareness
Implications - Seeking to bring more attention and coverage to social and environmental issues, artists and exhibitors are utilizing platforms more at their disposal, like exhibits and art showcases. Creating dedicated installations, museum experiences and pop-ups that speak to elements like plastic use and sustainability in fashion, these exhibits speak to the cultural shifts around social causes, and how consumer awareness is being weaved into elements of entertainment, leisure and cultural experiences.
Workshop Question - What environmental or sustainable commitment has your brand made to this date? How might you further get involved through combining elements of entertainment or leisure?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Opioid Opposition
Technology is used to rehabilitate those impacted by the opioid crisis
Implications - In an effort to fight the continued global opioid crisis, tech is increasingly being used to promote recovery and safety for victims. From the use of virtual reality to app-based sober coaches, these speak to the over-arching patient need for tools that leverage technology as the catalyst for recovery from a number of forms of addiction.
Workshop Question - How could technology serve as the catalyst for personal betterment or development in your world?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lab-Grown Luxury
The ethical diamond industry grows due to Millennial demand
Trend - Ethically-sourced diamonds are increasingly popular as Millennials begin choosing lab-grown jewels that don't carry the same moral baggage as mined diamonds. This shift comes with companies looking to better align with the values of their consumers--as ethical shopping becomes top-of-mind for many.

Insight - Aside from having lower rates of marriage than preceding generations, a crucial reason for Millennials' impact on the global diamond industry rests in their preference for conscientious purchase habits. Traditionally, the diamond industry has been associated with conflict and exploitation, and ethical alternatives have been few and far between. Thus, Millennials are seeking out brands with production processes that are more aligned with their personal values and ethics--particularly when looking to purchase investment pieces.
Workshop Question - How could your brand better align itself with the values of its customers?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Charitable Payment
Socially conscious consumers are paying with charitable credit cards
Implications - Credit card companies are speaking to consumers' need to take part in global charitable initiatives by helping them support non-profit organizations around the world. With an increase in the demand for authenticity, consumers are demanding that companies take a stand on issues like global warming and LGBTQ equality. With that, brands are including social aspects into various products like credit cards as a means to allow consumers to feel a part of a broader movement.
Workshop Question - How can you provide your consumer with a way to participate in elements of social good?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends