Brands use "Dry January" to market their products
Trend - In North America, avoiding alcohol in January is relatively common as consumers look to take a break from the indulgent foods and beverages they consume over the holidays. Brands are now jumping in on this trend, offering products and service that play off of "Dry January" in order to market themselves.
Insight - In an age where consumers are accustomed to personalization from the ad content they're shown to brick-and-mortar retail, they now expect that brands also take into account their lifestyles in the process of creating products or experiences for them. Consumers are no longer interested in the "one-size-fits-all" approach to marketing, and brands are responding in-kind by taking their individual priorities into account.
Insight - In an age where consumers are accustomed to personalization from the ad content they're shown to brick-and-mortar retail, they now expect that brands also take into account their lifestyles in the process of creating products or experiences for them. Consumers are no longer interested in the "one-size-fits-all" approach to marketing, and brands are responding in-kind by taking their individual priorities into account.
Workshop Question - What's an emerging consumer behaviour that your brand could specifically cater to?
