Brands, artists and influencers offer distinct forms of curation
Trend - Brands and influencers are curating special collections for customers. This new form of curation is less about selling specific products or services and more about directing customers or viewers to new forms of marketing.
Insight - Consumers in North America are increasingly weary of brands trying to bombard them with products, campaigns and information--often carefully targeted and hidden in their already developed content feeds. Now, social media-savvy consumers are looking for more authentic interactions with brands and influencers, and ones that can help them live aspirationally.
Insight - Consumers in North America are increasingly weary of brands trying to bombard them with products, campaigns and information--often carefully targeted and hidden in their already developed content feeds. Now, social media-savvy consumers are looking for more authentic interactions with brands and influencers, and ones that can help them live aspirationally.
Workshop Question - How is your brand prioritizing authentic interactions with its customers?
Trend Themes
1. Authentic Curation - Brands and influencers are curating special collections for customers in a less-product-selling way to give them more authentic interactions with brands and influencers.
2. Subscription-based Food Boxes - Curated boxes of global cuisine for food enthusiasts that help local brands.
3. Curated Tasting Experiences - Curated tasting sets provide a unique experience of flavors and textures, from beverages to snacks.
Industry Implications
1. Marketing - An opportunity for marketers is to explore more authentic forms of curation that offer customers a genuine interaction with brands and influencers.
2. Food and Beverage - An opportunity for the food & beverage industry is to curate subscription-based boxes of global cuisine to cater to food enthusiasts and support local brands.
3. Hospitality and Tourism - An opportunity for the hospitality and tourism industry is to offer curated tasting experiences of local cuisine, independent beverages, and snacks that provide a unique foodie experience for travelers.
