Music festivals have created a market for festival-specific self-care
Implications - With the music festival industry booming, brands are recognizing the need to fill a gap in self-care during these experiences, in order for festival goers to maintain their physical and mental well-being. Offering everything from festival-specific workouts to survival kits, this shift serves two functions–filling a clear, emerging consumer need, and working as an immersive marketing tool for the brands offering the products and services.
Workshop Question - How can your brand better identify unfulfilled consumer needs within emerging consumer trends?
1. Wellness-focused Festival Initiatives - With the rise of music festivals, brands recognize the need to fill a gap in self-care during these experiences by offering everything from festival-specific workouts to survival kits.
2. Innovative Eye Care - Brands are coming up with unique ways to encourage consumers to take care of their eyes, such as RNIB's Karaoke Eye Test at music festivals and Nikon's Vision Food Truck that fed patrons according to what items they could see on the menu board.
3. Sobriety-focused Festival Initiatives - In addition to providing a safe space for attendees who refrain from using drugs and alcohol, initiatives such as Shambhala's Camp Clean Beats offer recovery meetings to help sober festival-goers connect and grow.
1. Festival Industry - As festivals continue to rise in popularity, brands have an opportunity to develop wellness-focused products and services that cater to festival-goers' physical and mental wellbeing.
2. Healthcare Industry - Innovative eye tests like RNIB's Karaoke Eye Test showcase the potential for unique and engaging ways to remind consumers of the importance of regular eye checks.
3. Recovery Industry - Initiatives like Shambhala's Camp Clean Beats demonstrate the potential for sober spaces and recovery meetings to flourish in festival environments.