Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Motivation
Brands become sources of motivation for consumer happiness.
3.9
Trend score
Trend
What is the Branded Motivation trend?
Branded Motivation: Brands are increasingly making efforts to try and improve the health and happiness of their consumers. More than just offering wellness “zones”, brands are turning to activations, activities and promotions that are powered by acts of kindness, empathy and even lighthearted moments.
Insight
The consumer insight behind the Branded Motivation trend
In North America, political and social conflicts, along with issues like professional stressors, financial difficulties, and social isolation have impacted the average consumer's mental health in a negative way. Consumers are increasingly turning to external sources in order to find relief and comfort–and brands working to facilitate that process is a small step in the right direction.
Trend themes
Themes within the Branded Motivation trend
Three behaviours holding the trend together01
Brands promoting mental health and happiness
More brands are making efforts to improve the health and happiness of their consumers through activations, activities, and promotions that are powered by acts of kindness, empathy and positivity.
02
Customized Daily Happiness Content
Brands are curating happiness-oriented content to offer an encouraging and uplifting message to customers, promoting positivity and mental peace.
03
Kindness-promoting Collabs
Collaborations between brands and non-profits encouraging the fostering of habits of kindness and wellbeing in the community.
Industry implications
What the Branded Motivation trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Food and beverage industry professionals can find disruptive innovation opportunities by incorporating kindness-promotion, mental health-boosting and positivity-oriented campaigns or products.
For
Fashion and Apparel Industry
Fashion industry professionals can use marketing campaigns and advertisement of customized content to offer uplifting messaging inspired by themes of kindness promotion and mental health support.
For
Home Decor and Furniture Industry
Home decor and furniture industry professionals can provide their customers with happiness-oriented offerings to foster habits of mental peace, positivity, and wellbeing.
Workshop question
How might you better support and motivate your consumers when it comes to their general happiness? What proactive steps can you make?
Trend signals
Trend signals for Branded Motivation
Trend score 3.9 out of 10, from popularity 61%, activity 48%, freshness 9%.
Popularity61%
Activity48%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Branded Motivation trend
4 featured examples from Jun 12 to Sep 3, 2019CategoryFashion
Motivating Shoe Collaborations
K-Swiss and Gary Vaynerchuk Release the 'Gary Vee 004' Sneakers
Fashion companies can utilize limited-edition collaborations to create buzz around their brand, as well as incorporate inspirational messaging into their products to differentiate…
CategoryWorld
Furniture Brand Happiness Experiments
IKEA Wants to Send a 'Happiness Hunter' to Denmark
Innovate and create products that foster happiness and well-being in the home environment.
CategorySocial Good
Kindess-Promoting QSR Promotions
Chopt Creative Salad Co Launched the 21 Days to Be Kind Challenge
Chance for fast casual restaurants to incorporate kindness-promoting initiatives into their marketing strategies and enhance customer engagement.
CategoryLifestyle
Joy-Sharing Newsstands
Mike's Hard Lemonade's 'Happy Feed' Shares Good News
Beverage companies can leverage customized pop-up newsstands and branded newspapers to create unique experiences for consumers and reinforce brand messaging.
