Brands focus their content around themes of support and boosting self-esteem
Trend - Moving beyond simply entertainment or educational resources, brands are focusing online content towards more motivational, uplifting sentiments. Tackling subject matters like self-esteem, empowerment, and diversity, brands, along with consumers, are focusing on specific platforms like podcasts to focus on ways in which they can support and boost others in the community.
Insight - There is growing openness surrounding mental health and well-being, and the use of social platforms and other tools to communicate those sentiments are now more freely accepted by consumers--particularly Millennials and Gen Z. These open dialogues have resulted in a greater push for empowering entertainment services that are curated to consumers looking for tools for self-improvement.
Insight - There is growing openness surrounding mental health and well-being, and the use of social platforms and other tools to communicate those sentiments are now more freely accepted by consumers--particularly Millennials and Gen Z. These open dialogues have resulted in a greater push for empowering entertainment services that are curated to consumers looking for tools for self-improvement.
Workshop Question - In what ways are you currently empowering or supporting your core consumers on issues that matter most to them? What platforms or social outlets could you tap to better connect with them on a day-to-day basis?
Trend Themes
1. Empowering Podcasts - Brands are creating podcasts aimed at empowering people by offering motivational and uplifting messages beyond just entertainment or educational content.
2. Transparency in Production - Consumers are seeking brands that offer more transparency in their production practices, leading companies to create content and podcasts that reveal behind-the-scenes work and give attention to workers.
3. Child-friendly Tech - Technology-based companies are leveraging their resources to create child-friendly podcast content that provides an educational and creative outlet beyond immersing them in screens.
Industry Implications
1. Media and Entertainment - Brands and businesses that leverage media for inspiration and empowerment will appeal to consumers in 2020.
2. Fashion and Luxury - Luxury and fashion brands will benefit from creating content that addresses transparency in their production practices as consumers show an increasing demand.
3. Education and Child Development - Companies and professionals in the education industry can follow Pinna's success story and create child-friendly products that cater to developmental and educational goals.
