Anti-bacterial attitudes go beyond the norm and into everyday life
Implications - The health and wellness movement has moved from an "enemy-based" attitude (i.e, sugar and fat are bad), to a preventative one in recent years; however, the "enemy-based" attitude remains relevant in the world of hygiene. Positioning germs and bacteria as villainous concepts, sanitation is permeating consumers' everyday lives in new and unexpected places.
Workshop Question - How can your brand position itself as the hero to a common "enemy" in your consumer's lives?
Trend Themes
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Germophobia — In response to the modern health and wellness obsession, a growing culture of germophobia is reshaping hygiene and cleanliness norms.
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Health-conscious Hygiene — In parallel with germophobia, there is emerging focus on health-conscious hygiene routines and products aimed at staying healthy and disease-free.
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Technological Innovation in Hygiene — Advances in tech-based hygiene defenses and awareness are being made in everything from smartphone cleaners to bacteria-resistant fabrics.
Industry Implications
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Health & Wellness — Trends in germophobia and health-centric hygiene create new opportunities for brands targeting health-conscious consumers.
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Travel & Hospitality — Concerns around cleanliness in public places, especially hotels and other travel accommodations, create space for innovation and improvement in the industry.
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Home Appliances and Cleaning — The integration of technology and heightened concerns around hygiene create opportunities for new products in the home cleaning and disinfecting sector.
