Category
Tech
Automated Upkeep
Trend cluster
Category
Regional
Narrative
Large and small brands tap into local love by leveraging geo-specific stories.
4.8
Trend score
Trend
What is the Regional Narrative trend?
Regional Narrative: In an effort to win consumer trust by tapping into a sense of community, large and small brands are leveraging hyper-local products and marketing explicitly based in familiar narratives to those in the region. This makes for extreme relatability that battles a natural sense of big-brand skepticism.
Trend themes
Themes within the Regional Narrative trend
Three behaviours holding the trend together01
Hyper-Localization
Brands are leveraging hyper-local products and marketing explicitly based in familiar narratives to those in the region for extreme relatability.
02
Social Engagement
Apps and products are encouraging social engagement through sharing tips and community-made items.
03
Repurposing
Products are being created from materials that would otherwise be discarded to combat waste.
Industry implications
What the Regional Narrative trend means for industry
Where the trend changes the playbookFor
Retail Industry
Retailers are experimenting with hyper-local approaches to store design and product offerings.
For
Food Industry
Food waste reduction initiatives are encouraging the repurposing of ingredients and creating new products.
For
Travel Industry
Apps are encouraging social engagement and providing hyper-local recommendations for travelers.
Workshop question
How does your brand or product fit into your customer's story?
Trend signals
Trend signals for Regional Narrative
Trend score 4.8 out of 10, from popularity 71%, activity 65%, freshness 8%.
Popularity71%
Activity65%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Regional Narrative trend
6 featured examples from Oct 22, 2016 to Aug 2, 2018CategoryWorld
Tokyo Culture Clothing Collections
Used Future's City Project Capsule is Inspired by Japan
Apparel brands should consider integrating diverse cultural elements into their collections to attract wider audiences and increase sales.
CategoryBusiness
Co-Working Community Shops
WeWork's WeMRKT Showcases Products Made by Members
Co-working spaces can explore retail expansion to create additional revenue streams and support their members' products.
CategoryEco
Storytelling Cosmetic Shops
The Body Shop's Pop-Up Location Connects Consumers to Product Origins
The cosmetics industry can leverage experiential retail to create immersive store environments that engage and educate customers about product origins.
CategoryWorld
Hyper-Local Recommendation Apps
'Dolo' is a Social App for Sharing the Best Local Tips
Opportunity for disruptive innovation in the location-based app industry by creating apps that provide hyper-local recommendations and insights.
CategoryEco
Hyper-Local Dumpster Desserts
This Frozen Summer Treat Repurposes Ingredients from the Trash
Opportunity for innovation in creating sustainable and innovative products that reduce food waste and utilize local ingredients.
CategoryFashion
Localized Shoe Stores
Aldo's One-of-a-Kind Store in Toronto Reflects the Neighborhood’s Spirit
The retail industry can benefit by embracing hyper-local and high-tech designs for their stores to encourage foot traffic and improve customer experience.
