Category
World
Layered Getaways
Trend cluster
Category
Branded
Relief
Brands are quickly launching helpful initiatives for those in crisis-affected areas.
4.1
Trend score
Trend
What is the Branded Relief trend?
Branded Relief: Amid global or local states of emergency, brands are seeking to lend a helping hand. This is done either through launching specialized, cost-free products and services as relief efforts or by collaborating with officials in affected areas to help with local restoration.
Insight
The consumer insight behind the Branded Relief trend
When disaster strikes—whether it is a health crisis, natural catastrophe or something else—consumers intensely seek ways to lessen the blow for themselves and their community. As a result, many look for resources that are hyper-targeted and specifically launched to alleviate strain and stress. Although some have justifiable grievances with how brands respond to these situations, consumers in affected areas have the potential to feel a sense of relief and support that may give them confidence and strength to overcome the crisis.
Trend themes
Themes within the Branded Relief trend
Three behaviours holding the trend together01
Brands as Crisis Responders
Brands launch specialized and cost-free products and services as relief efforts amid global/local states of emergency.
02
Hyper-Targeted Relief Efforts
Consumers intensely seek relief resources that are hyper-targeted and are launched to alleviate strain and stress during crisis situations.
03
Mobile Relief Services
Companies provide mobile services equipped with essential relief goods and services for people impacted by natural disasters.
Industry implications
What the Branded Relief trend means for industry
Where the trend changes the playbookFor
Hospitality and Tourism
Businesses could revitalize tourism in natural disaster-hit areas through partnerships with local agencies and organizations.
For
Technology
Tech companies can offer free sanitizing services for consumer electronics as part of their health and safety initiatives during times of crisis.
For
Transportation and Storage
Transportation and storage companies can provide free or discounted services to help people affected by crises, such as natural disasters or pandemics.
Workshop question
How might your brand assist in a crisis?
Trend signals
Trend signals for Branded Relief
Trend score 4.1 out of 10, from popularity 70%, activity 45%, freshness 9%.
Popularity70%
Activity45%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Relief trend
4 featured examples from May 11, 2018 to Mar 18, 2020CategoryMarketing
Free Phone Sanitizing Services
Samsung Boasts a Galaxy Sanitizing Service in 10 Countries
The technology industry has an opportunity to incorporate phone sanitizing services into their product offerings, ensuring consumer safety and satisfaction.
CategorySocial Good
Tourism-Boosting Relief Efforts
Airbnb and Puerto Rico are Working to Revitalize the Island
The launch of new Airbnb experiences and the focus on tourism revitalization in Puerto Rico offer opportunities for hotels, restaurants, and other tourism-related businesses to co…
CategorySocial Good
Free Student Self-Storages
U-Haul is Helping Students Affected by COVID-19 With Free Self-Storage
U-Haul's free student self-storage program could potentially disrupt the storage industry by attracting new customers and increasing competition.
CategorySocial Good
Mobile Disaster Relief Diners
Denny's 'Mobile Relief Diner' is a Roving 53-Foot Kitchen
Restaurants and food service companies can explore the opportunity of launching their own mobile relief diners to provide aid during natural disasters.
