Brands keep consumer interests top-of-mind in marketing campaigns
Implications - Recognizing that many consumers are often over-worked and stressed, brands have begun rewarding them for moments of rest and relaxation. This marketing approach not only encourages and fosters a culture of self-care; it also associates the brand with a level of ease and comfort that's difficult to find in fast-paced, modern life.
Workshop Question - How can you help your customer disconnect from daily stress and enjoy themselves?
Trend Themes
-
Self-care Marketing — Brands are rewarding consumers for moments of rest and relaxation as a marketing approach to foster a culture of self-care and associate the brand with a level of ease and comfort that's difficult to find in modern life.
-
Offline Promotion — In-store promotions like KFC's Don't Panic Man campaign are encouraging customers to appreciate their face-to-face time with others as social media takes a step back, and can create humorous marketing strategies.
-
Holiday Pop-up Retail — Pop-up holiday boutiques like RBC's Avion Shop provide customers with a place to escape the holiday shopping experience while offering valuable perks like gift-wrapping and relaxation lounges, with unique immersive experiences custom-fit to the space.
Industry Implications
-
Retail — The self-care trend can be applied in retail, where customers can be rewarded with moments of rest and relaxation for patronizing stores.
-
Marketing — Offline promotions offer unique strategies for companies to market their products in increasingly-digitalistic environments.
-
Hospitality — The holiday pop-up retail industry opens up opportunities for the hospitality industry, with a focus on creating unique and immersive experiences for customers.
