# Localized Investment Brand initiatives target global problems with local solutions. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Feb 25, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/localized-development ## Key Figures - Trend score: 4.5/10 - Evidence articles: 5 ## What is the Localized Investment trend? **Localized Investment:** As consumers become increasingly interested in championing their values through purchasing decisions, many brands are emerging with localized initiatives that echo global concerns. Whether as a partnership or dedicated division within a brand, such programs often serve to fund public services struggling to find traditional methods of financing. Highlighting the awareness among consumers regarding the impact of their purchases, this shift speaks to the need for brands to evolve in order to satisfy the community-driven values of modern consumers. ## At a Glance - Evidence: 5 featured examples - Articles from: Nov 18, 2015 to Feb 26, 2016 - Published: Feb 25, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Localized Investment trend ### Hyperlocalization Localized initiatives that echo global concerns are becoming popular among modern consumers. ### Social Responsibility Consumers are now interested in purchasing products from brands that contribute to social responsibility and community-driven values. ### Data-driven Transit Integration of data into transit systems is becoming trendy among automakers and urban planners alike. ## What the Localized Investment trend means for industry ### For Food and Hospitality Brands like IKEA and Instock Restaurant are transforming consumption experiences with innovative food initiatives. ### For Transportation and Automotive Automakers are embracing new linkages between data, sharing economies, and transportation. ### For Retail and Consumer Goods Large retailers, such as IKEA, seek to redefine their role in the lives of consumers and adapt to community-driven values. ## Workshop question How can you create a sense of community around your brand messaging? ## Trend signals for Localized Investment Trend score 4.5 out of 10, from popularity 63%, activity 64%, freshness 8%. - Popularity: 63% - Activity: 64% - Freshness: 8% ## Examples of the Localized Investment trend 5 featured examples from Nov 18, 2015 to Feb 26, 2016. - [Branded Bike-Share Programs](https://www.trendhunter.com/trends/nike-biketown): Nike BIKETOWN is a Joint Initiative with the City of Portland (Category: Lifestyle) Implication: Sportswear companies like Nike have an opportunity to invest in bike-share programs that align with their branding and promote a healthy lifestyle. - [Kind Ride-Sharing Initiatives](https://www.trendhunter.com/trends/avis): Avis Will Offer Free Rentals to Those Who Bring an Elderly Friend (Category: Autos) Implication: The transportation industry can leverage the growing demand for ride-sharing services for elderly passengers, offering tailored solutions that address the needs of this unique dem… - [Retailer Community Kitchens](https://www.trendhunter.com/trends/ikea-warsaw): Host a Dinner Party for Your Friends in the IKEA Warsaw Kitchen (Category: Business) Implication: Opportunity for retailers in various sectors to explore the concept of community-focused spaces and facilities that enhance the customer experience and build brand loyalty. - [Elegant Food Rescue Eateries](https://www.trendhunter.com/trends/instock-restaurant): Instock Restaurant Prepares Meals with Grocery Store Leftovers (Category: Eco) Implication: Grocery retailers can leverage the trend of food waste reduction to develop partnerships and initiatives that address the issue and minimize waste in their supply chain. - [Branded Data-Driven Bus Services](https://www.trendhunter.com/trends/ford-bridj): A New Ford Bridj Partnership Will Bring Data-Driven Transit to KC (Category: Autos) Implication: The transportation industry has the opportunity to explore data-driven solutions and incorporate aspects of the sharing economy into transit services. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)