Category
Business
Assisted Conversion
Trend cluster
Category
Alternative
Currency
Consumers can use creative forms of payment for limited engagements.
5.6
Trend score
Trend
What is the Alternative Currency trend?
Alternative Currency: Brands are launching activations that require consumers to exchange non-traditional forms of payment for products. Such promotions necessitate participation on behalf of the consumer to gain access to the brand and strengthen loyalty.
Insight
The consumer insight behind the Alternative Currency trend
When engaging with a product or service, consumers prioritize experience in various ways—whether it's related to point-of-purchase or novelty of the product. Those who take advantage of interactive activations often find the experience entertaining and memorable. As a result, many consider the added value of immersion when evaluating a product, and it has the potential to spark a sense of loyalty.
Trend themes
Themes within the Alternative Currency trend
Three behaviours holding the trend together01
Creative Payment Forms
Brands are launching activations that require consumers to exchange non-traditional forms of payment for products.
02
Incentivized Exercise
Activations and campaigns incentivize exercising by accepting steps and miles as currency for products or services.
03
Social Media Powered Vending Machines
Social media-powered vending machines that accept Instagram posts as currency incentivize consumers to engage with brands on social media.
Industry implications
What the Alternative Currency trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can create interactive activations that offer consumers alternative forms of payment for their products.
For
Fitness and Wellness
Campaigns that incentivize exercise and healthy lifestyles can be implemented by the fitness and wellness industry.
For
Marketing and Advertising
The marketing and advertising industry could benefit from creating experiential campaigns and unique ways to engage with consumers on social media.
Workshop question
If your brand was to run a pop-up that required alternative currency, what currency would your brand require?
Trend signals
Trend signals for Alternative Currency
Trend score 5.6 out of 10, from popularity 85%, activity 75%, freshness 8%.
Popularity85%
Activity75%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Alternative Currency trend
5 featured examples from Sep 4, 2018 to Jun 15, 2019CategoryLifestyle
Social Media Noodle Machines
The Foodbeast Dream Machine Accepts Instagram Posts as Currency
The integration of social media as a form of currency in marketing campaigns can revolutionize the way brands connect with their audience.
CategoryEco
Plastic Exchange Beer Payments
Corona Gave Consumers the Chance to Pay for Beer with Plastic
The retail industry can embrace plastic payment initiatives to attract consumers, promote sustainability, and differentiate from competitors.
CategoryMarketing
Halloween Candy-Exchanging Machines
A Reese's Vending Machine Lets You Trade Bad Candy for Reese's
The introduction of candy-exchanging machines presents an opportunity for the vending machine industry to develop new products or upgrade existing ones to cater to the Halloween c…
CategoryLifestyle
Sneaker Brand Pubs
'The Runaway' by New Balance Only Accepts Miles Run as Currency
The fitness industry can take inspiration from New Balance and create their own branded experiences which build loyalty and community
CategoryLifestyle
Step-Exchanging Pop-Up Cafe
Uncle Toby's Oats Energy Exchange Café Uses Steps as Currency
The health and wellness industry may benefit from incorporating step-based rewards to incentivize physical activity
