Mystical messaging has become part of brands' identities
Implications - In light of consumers' dissatisfaction with events in modern day reality, occult and mystical concepts have begun to grow in popularity. Brands have responded by not only leveraging those ideas, but assuming that they are real and building products, services, and experiences around that reality. By taking even their consumers' most outlandish beliefs seriously, brands earn respect and build on consumers' interests in a more authentic way.
Workshop Question - How could your brand prove to consumers that it takes them seriously?
Trend Themes
1. Mystical Branding - Brands are leveraging mythical and magical branding that speaks to a consumer's desire to indulge in preventative wellness that boasts aesthetic and healing benefits for the mind and body.
2. Interactive Retargeted Ads - Retargeted ads are becoming more interactive and immersive, with brands like Svedka Vodka creating campaigns that follow users around and feature supernatural themes.
3. Spiritual Lifestyle Products - Retail shops like Salem's HAUSWITCH are specializing in spiritual lifestyle products for the modern witch, including spell kits and potions that promote seamless cohabitation.
Industry Implications
1. Wellness and Personal Care - The wellness and personal care industry has a disruptive innovation opportunity in leveraging mystical and magical branding to promote preventative wellness with aesthetic and healing benefits for the mind and body.
2. Advertising and Marketing - The advertising and marketing industry can disrupt traditional retargeted ads by making them more interactive and immersive, with supernatural themes that add an element of fun and intrigue for consumers.
3. Retail and E-commerce - The retail and e-commerce industry can disrupt the traditional gift industry by offering spiritual lifestyle products like spell kits and potions that promote seamless cohabitation for modern witches.
