Paper cups evolve into interactive consumer experiences
Trend - Becoming more than just a disposable product, paper goods are integrating features and designs that encourage consumer engagement. Changing how they’re typically perceived, brands are adding areas for customization, digital enhancements and even seasonal inspiration as means to not only add visual intrigue, but create more interactive moments between the consumer and product.
Insight - As many place a premium on novelty and entertainment, consumers seek out products that are highly interactive and engaging through gamification. By opting-in for such experiences, individuals are not only delighted by the hands-on novelty aspect, but they can also utilize the product in different settings for entertainment purposes. This builds on a stronger sense of aesthetics, leading consumers to feel unique.
Insight - As many place a premium on novelty and entertainment, consumers seek out products that are highly interactive and engaging through gamification. By opting-in for such experiences, individuals are not only delighted by the hands-on novelty aspect, but they can also utilize the product in different settings for entertainment purposes. This builds on a stronger sense of aesthetics, leading consumers to feel unique.
Workshop Question - How could you make a one-time product or solution more engaging for your consumer? What elements of personalization could you add?
Trend Themes
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Interactive Paper Goods — Paper goods are integrating features and designs that encourage consumer engagement.
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Gamification — Consumers seek out products that are highly interactive and engaging through gamification.
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Digital Connectivity — Consumers are engulfed in a world that is strongly dependent on new innovations and one that is extremely competitive when it comes to marketing campaigns.
Industry Implications
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Packaging — Innovative interactive packaging solutions could disrupt the way we think about traditional paper products such as cups.
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Marketing and Advertising — Gamification and digital connectivity can be used to create interactive, highly engaging marketing campaigns.
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Event Planning and Decor — Personalized, customizable paper goods have the potential to transform events and parties.
