Category
Lifestyle
Assisted Choices
Trend cluster
Category
Influenced
Extension
Cannabis and alcohol companies dive into unlikely ventures, and vice versa.
2.8
Trend score
Trend
What is the Influenced Extension trend?
Influenced Extension: In an environment where brands are constantly having to adapt and overlap with new business models, alcohol and cannabis brands are pushing themselves into ventures that include everything from travel to TV networks, and brands typically unassociated with the alcohol industry are entering it.
Insight
The consumer insight behind the Influenced Extension trend
The Millennial demographic is predominantly emphasizing experience over everything else when it comes to making purchasing decisions. The act of partaking in something unique and interactive makes them happier and while an entertaining activation is met with excitement, consumers also place a premium on shareability as much of their lifestyle is shared through social media.
Trend themes
Themes within the Influenced Extension trend
Three behaviours holding the trend together01
Experiential Marketing
Brands are recognizing the importance of offering unique, interactive and shareable experiences to appeal to Millennials.
02
Collaborative Innovation
Brands from different industries are partnering up to create new and unconventional ventures, such as Netflix's co-creation of cannabis strains and Mozilla's open-source beer.
03
Niche Subscription Services
Subscription-based models are allowing brands like BrewDog to offer exclusive content, products and experiences to their loyal customers.
Industry implications
What the Influenced Extension trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Brands in the food and beverage industry are expanding their offerings and collaborating with brands from other industries to provide unique experiences and products.
For
Travel and Tourism
There is an increasing trend of travel and tourism brands partnering up with brands in different industries to offer niche and immersive experiences to their customers.
For
Media and Entertainment
Brands in the media and entertainment industry are leveraging unique and unconventional partnerships to promote their shows and create new sources of revenue, such as cannabis strains paired with TV shows and beer-centric streaming TV networks.
Workshop question
Consider an adjacent industry that your brand could partner with or enter.
Trend signals
Trend signals for Influenced Extension
Trend score 2.8 out of 10, from popularity 53%, activity 22%, freshness 8%.
Popularity53%
Activity22%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Influenced Extension trend
4 featured examples from Aug 28, 2017 to Oct 30, 2018CategoryLifestyle
Streaming Site Cannabis Strains
The Netflix Collection Offers 10 Strains of Medical Cannabis
Streaming services with the potential for integrated cross-promotion products.
CategoryLifestyle
Beer-Focused Airlines
BrewDog Airlines Will Feature Beer Brewed Specifically for Air Travel
Opportunity for airlines to differentiate themselves and attract beer enthusiasts through specialized beer-focused flights.
CategoryLifestyle
Tech-Crafted Beers
Mozilla Has Taken a Break from Tech to Create an Open-Source Beer
The beverage industry could explore open-source beer creation to tap into the craft beer market and meet growing consumer demand for customization and unique flavors.
CategoryPop Culture
Craft Beer Networks
BrewDog Launched Its Own Beer-Centric TV Network and Subscription Service
Craft beer companies can leverage the BrewDog Network's success by launching their own beer-centric TV networks, providing consumers with exclusive content and building brand loya…
