Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Responsibility
Alcohol brands are promoting safe consumption as a marketing strategy.
4.3
Trend score
Trend
What is the Branded Responsibility trend?
Branded Responsibility: The safe consumption of alcohol was once spearheaded by activists and only mentioned by alcohol brands in a perfunctory manner, but brands are now enthusiastically adopting this movement. Endorsing the safe consumption of alcohol may appear to be counterproductive from the alcohol brand's perspective, but from the perspective of the consumer the brand becomes more trustworthy, and reveals itself as able to accommodate more than the industry's niche target demographics of the past. Subverting the "more is more" trope that is so predominant in the alcohol industry serves to authenticate and amplify the brand's image.
Trend themes
Themes within the Branded Responsibility trend
Three behaviours holding the trend together01
Safe alcohol consumption
Alcohol brands promote safe consumption to increase trust among consumers through their marketing strategies.
02
Responsibility campaigns
Brands shift responsibility campaigns from activist movements to marketing strategies.
03
Innovative wine consumption
Innovative wine products and designs are created to promote responsible drinking experiences.
Industry implications
What the Branded Responsibility trend means for industry
Where the trend changes the playbookFor
Alcohol
Alcohol brands promote safe consumption through advertising campaigns.
For
Marketing
Brands adopt and innovate with responsibility campaigns to build trust and extend their reach to wider demographics.
For
Wine Products
Novel wine products and designs encourage responsible and mindful drinking practices.
Workshop question
How can your brand subvert tired traditions in its industry, to better connect to the needs of its consumers?
Trend signals
Trend signals for Branded Responsibility
Trend score 4.3 out of 10, from popularity 65%, activity 55%, freshness 8%.
Popularity65%
Activity55%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branded Responsibility trend
4 featured examples from Dec 1, 2016 to Oct 14, 2017CategoryLifestyle
Moderation-Requiring Wine Glasses
The Pythagorean Wine Glass Will Empty if Filled Too Much
Disruptive innovation opportunity: Develop wellness products and services that incorporate technology to monitor and manage consumption habits.
CategoryLifestyle
Safe Consumption Wine Bottles
The Don't Reach the Bottom Campaign Encourages Responsible Drinking
Opportunity for wine distributors to support and promote responsible drinking campaigns.
CategoryLifestyle
Responsible Alcohol Consumption Campaigns
Heineken is Getting to the Bottom of Drinking & Driving
Opportunity for alcohol brands to take a proactive stance on responsible drinking and create effective campaigns and programs.
CategoryMarketing
Responsible Alcohol Consumption Ads
Heineken's Sponsorship for Formula 1 Promotes Safe Drinking
The alcoholic beverage industry can embrace responsible alcohol consumption ads to change consumer perceptions and promote healthier drinking habits.
