Brands highlight the natural origins of food and bev products
Implications - As brands work hard to create a positive connection between a food product and natural cultivation, many are launching virtual reality campaigns that provide consumers with a firsthand experience of the spaces in which ingredients are harvested. In addition to highlighting the continued success of multi-sensory campaigns, this progression underscores the modern expectation of transparency when it comes to the origins and makeup of any given commodity.
Workshop Question - You're asked to design a VR experience that shows consumers the nitty gritty behind your brand. What does that experience look like? What makes it engaging and informative for consumers?
Trend Themes
1. Virtual Reality Transparency - Brands are launching virtual reality campaigns to provide consumers with a firsthand experience of the spaces in which ingredients are harvested, highlighting the modern expectation of transparency.
2. Multi-sensory and Immersive - Many brands are developing multi-sensory and immersive campaigns, such as virtual and augmented reality experiences, to create a positive and memorable connection between a product and its natural cultivation.
3. Omnichannel Campaigns - Brands are leveraging omnichannel campaigns to create engaging campaigns that speak to the health and wellness concerns of modern consumers and promote brand transparency across various mediums.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage these trends to improve brand transparency and connect with consumers through immersive experiences.
2. Agriculture and Farming - The agriculture and farming industry can leverage virtual reality and multi-sensory experiences to showcase the origins and cultivation of their products and promote sustainable farming practices.
3. Retail and Shopping - The retail and shopping industry can leverage omnichannel campaigns to provide consumers with a seamless and engaging shopping experience, while promoting brand transparency and social responsibility.
