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Special Consumer Insights

Virtual Identification
Governments and organizations are experimenting with forms of digital ID
Implications - Going beyond biometric integration into tangible identification systems, governments and other organizations are increasingly offering options for exclusively virtual forms of identification. As a complement to existing ID cards, users are now able to choose between presenting a physical card and a digital copy. This shift speaks to consumer preference for the balance between the continued blurring of our physical and virtual selves and our desire for convenience and security in every day life.
Workshop Question — How will shifts in virtual identity impact your industry?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Halfway-Healthy Holiday
Vegan and gluten-free Easter treats deliver guilt-free indulgence
Implications - As many consumers strive for a balance of healthy indulgence over the Easter season, brands are releasing gluten-free or vegan treats that allow for mindful satisfaction. These halfway-healthy confections help facilitate a guilt-free Easter season, and cater to a growing consumer base that has self-imposed or necessary dietary restrictions.
Workshop Question — How could your brand better accommodate consumers who face various restrictions or barriers in the purchase journey?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Animal-Free Festivity
Traditional holiday recipes are augmented with the vegan consumer in mind
Implications - Meat-free consumers are rebelling against turkey and dairy-laden goods by switching up traditional ingredients to make holiday meals more sustainable. As the health boom encourages consumers to think more critically about nutrition, vegan versions of holiday fare make cuisine more applicable for all.
Workshop Question
2.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Good Gifting
Consumers opt for presents that do good for a holistic approach to gift giving
Implications - As consumers become more focused on how they contribute to causes in their daily lives, the rise in responsible gifting is creating a more conscious approach to the holiday season. This movement signifies a preference to expand socially responsible aspects into all areas of life.
Workshop Question
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mobile Gifting
Apps for giving presents target the connected consumer craving convenience
Implications - Upgrading the online shopping experience to be even more convenient, gifting apps are helping consumers to give with less effort. The rise of eCommerce has augmented consumers to demand convenience and guidance when purchasing goods, which brands are responding to by offering apps focused on efficient buying.
Workshop Question
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Gifting
Brands give back to consumers by offering presents for interaction
Implications - Looking to foster a loyal following, brands are creating campaigns that offer consumers a gift for interacting with them. Blending aspects of loyalty programs and publicity stunts, the gift giving campaigns create a more community-based experience for current customers and broaden the appeal to new demographics.
Workshop Question
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gifted DIY
Consumers encourage those around them to create their own presents with kits
Implications - Instead of DIYing a gift for someone, consumers are taking the reverse approach by giving elaborate kits as presents. This collaboration-focused movement fosters a more intimate experience for all those involved to deliver an interactive, tangible product that's more appealing than a pre-made item.
Workshop Question
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Grown-Up Celebration
Adult consumers turn to more refined products to celebrate the holidays
Implications - As the holiday market remains an industry that's heavily juvenile, many brands are creating refined products to broaden appeal for adults. This expansion speaks to consumers' nostalgic nature while offering something more appropriate for the grown-up lifestyle, satisfying multiple desires in one shot.
Workshop Question
3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Premature Holiday
Holiday references pop up during unexpected seasons to capture emotions
Implications - Seeking to capture the sentimental qualities associated with holidays, brands are showcasing seasonal references during unexpected times of the year. Allowing consumers to experience the joy and familiarity that comes with certain holidays like Christmas, brands are incorporating icons like Santa Claus into non-seasonal campaigns, using holiday references to connect with viewers on a more emotional level.
Workshop Question
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Profane Appreciation
Blase consumers use insulting stationary to ironically show their affection
Implications - The cheeky humor of Internet culture is spilling into the real world as consumers use often profane greeting cards to show their appreciation. This seemingly antithetical approach denotes young consumer preference for everyday irony and humor to better interact with members of their generation.
Workshop Question
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends