Brands reinforce the circular economy by creating challenges for consumers
Trend - As more brands put forth efforts to be sustainable and eco-friendly, they encourage their consumers to do the same. To get more people involved with social and environmental efforts, brands are creating gamified initiatives like clothing swap games, household recycling challenges and calculators that help them measure their impact.
Insight - Consumers are drawn to game-based brand experiences because they offer them more interactive ways to get to know a brand's purpose. With sustainability now top-of-mind for consumers and some employers, the gamification of sustainable brand policies ensures that consumers are able to learn about brands' messaging in a way that's more personal and playful.
Insight - Consumers are drawn to game-based brand experiences because they offer them more interactive ways to get to know a brand's purpose. With sustainability now top-of-mind for consumers and some employers, the gamification of sustainable brand policies ensures that consumers are able to learn about brands' messaging in a way that's more personal and playful.
Workshop Question - How can you make your sustainability efforts more aligned to consumer goals?
Trend Themes
1. Gamified Sustainability - Brands are creating gamified initiatives to encourage consumers to join social and environmental efforts and learn about brands' messaging in a more personal and playful way.
2. Sustainability-centric Design Contests - Design contests with a focus on sustainability offer opportunities for architects and creatives to develop cutting edge fabrication and organic matter to address climate change and the planet's depleting situation.
3. Fashion Footprint Calculators - Fashion footprint calculators help raise awareness about the significant carbon impact of the fashion industry and how environmentally conscious consumers are changing the way they participate.
Industry Implications
1. Beauty and Personal Care - Brands are teaming up with recycling and environmental organizations to challenge the use of plastic and other non-recyclable materials and promote sustainability in packaging and product disposal.
2. Gaming and Entertainment - Game-based experiences are being used to engage consumers in social and environmental efforts, offering in-game rewards and bonuses for participation in real-life events like cleanups.
3. Food and Beverage - Sustainable initiatives in the food and beverage industry include digital and reusable ways to participate in contests, as well as plant-based alternatives for a reduced environmental impact.
