Large and small brands tap into local love by leveraging geo-specific stories
Implications - 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.
Workshop Question - How does your brand or product fit into your customer's story?
Trend Themes
-
Hyper-localization — Brands are leveraging hyper-local products and marketing explicitly based in familiar narratives to those in the region for extreme relatability.
-
Social Engagement — Apps and products are encouraging social engagement through sharing tips and community-made items.
-
Repurposing — Products are being created from materials that would otherwise be discarded to combat waste.
Industry Implications
-
Retail Industry — Retailers are experimenting with hyper-local approaches to store design and product offerings.
-
Food Industry — Food waste reduction initiatives are encouraging the repurposing of ingredients and creating new products.
-
Travel Industry — Apps are encouraging social engagement and providing hyper-local recommendations for travelers.
