Innovative concepts that prevent the spread of germs aim to alleviate consumer fear
Implications - Some consumers would consider themselves serious "germaphobes," but the fact is that people today are generally more fearful of bacteria and germs than in previous years. One of the reasons for this heightened anxiety is the attention the media and marketers have paid to virus and contamination scares, such as the 2003 SARS outbreak and the H1N1 flu pandemic of 2009. Events like these provide golden opportunities for brands to promote innovations that prevent the spread of germs; regardless of whether these innovations actually stop the spread of disease, fear ensures that consumers will welcome them with open arms.
Trend Themes
1. Contactless Technology - Brands have started introducing hands-free, sensor-enabled gadgets to stop the spread of germs in public spaces, with clear strengths in healthcare and hospitality sectors, prompting further development of touchless products
2. Cleanliness & Hygiene - Consumer fear of germs and bacteria has opened opportunities for innovative technologies and products that promote cleanliness and hygiene in areas like public restrooms, hospitals and event spaces, challenging businesses to invest in developing germ-free solutions
3. Multifunctional - Consumers have shown interest in products that perform multiple functions, allowing companies to focus on creating items that complete various tasks simultaneously such as the Fragrant Rings, which offer not only the jewelry aspect but also the element of transformed soap.
Industry Implications
1. Healthcare - The increased fear surrounding germs and bacteria present an opportunity for further development of touchless technology for the healthcare industry.
2. Hospitality - Germaphobic customers in the hospitality sector have expressed interest in clean facilties with innovative technologies to ensure proper cleanliness and hygiene is enforced.
3. Consumer Goods - The need for high-quality, multi-use products has been on the rise, presenting an opportunity for companies to create products with a wider range of use such as fragrant rings or clean bottles.
