Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sentimental
Branding
Consumers gravitate towards products made with care.
4.3
Trend score
Trend
What is the Sentimental Branding trend?
Sentimental Branding: Consumer desires for authenticity and health are converging with the development of products made "with love." This approach evokes trust in the production of a product and transparency of a brand, as well as align with the artisan movement. More importantly, thoughtful, emotive branding such as this goes a long way with the modern consumer, who has witnessed the rise of DIY and maker culture and immediately associates it with high-quality.
Trend themes
Themes within the Sentimental Branding trend
Three behaviours holding the trend together01
Handcrafted Branding
Consumers are gravitating towards products with handcrafted branding, indicating potential insights for companies to explore more organic, artisanal, and genuine marketing strategies.
02
Authenticity and Transparency
Consumers are looking for healthier options and therefore demanding authenticity and transparency from brands, offering opportunities for companies to emphasize traceability, real ingredients, and other trustworthy practices.
03
DIY and Maker Culture
The rise of DIY and maker culture has led to consumers' perceptions of quality being tied to authenticity and the artisan movement, showing companies that incorporating DIY and maker elements may appeal to modern sensibilities.
Industry implications
What the Sentimental Branding trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Companies in the food and beverage industry can take advantage of these trends and focus on emphasizing the authenticity and handcrafted nature of their products to appeal to consumers looking for healthier, unprocessed options.
For
Consumer Packaged Goods
Consumer packaged goods companies can explore opportunities for handmade packaging concepts that communicate high quality and artisanal appeal, with the potential to increase product engagement and customer loyalty.
For
Marketing and Advertising
Marketing and advertising professionals can draw inspiration from these trends to develop campaigns that highlight transparency, authenticity, and traceability to build trust with consumers while emphasizing the handcrafted aspects of products and services.
Workshop question
How can you convey more care and craftsmanship that speaks to today's maker culture?
Trend signals
Trend signals for Sentimental Branding
Trend score 4.3 out of 10, from popularity 52%, activity 70%, freshness 8%.
Popularity52%
Activity70%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Sentimental Branding trend
7 featured examples from Jan 20, 2015 to Apr 25, 2017CategoryLifestyle
Homespun Soup Packaging
These Soup Packaging Designs Inspire Visions of Homecooking
Opportunity for food and beverage brands to use packaging design to enhance the attractiveness of their product range and connect with customers.
CategoryLifestyle
Homemade Ice Cream Mixes
These Cartons Offer a Variety of Mixes That Can Transform into Ice Cream
Disruptive innovation opportunity: Developing innovative packaging, mixes, and equipment for at-home ice cream making to tap into the growing demand for DIY food experiences.
CategoryLifestyle
Crocheted Carton Branding
This Milk Carton Packaging Takes Inspiration from Granny's Crafts
Innovative packaging concepts are essential for standing out in the competitive food and beverage industry, where product differentiation is key.
CategoryLifestyle
Farm Fresh Snack Bars
Made with Local's Products Emphasize Natural and Handmade Origins
The food and beverage industry can benefit from highlighting the use of local ingredients and creating packaging that showcases their natural origins.
CategoryLifestyle
Homespun Soup Stock Branding
The Branding for Progresso's Soup Stocks Takes an Artisanal Approach
The food packaging industry can explore new opportunities in creating artisanal-inspired packaging that connects with consumers on an emotional level.
CategoryPop Culture
Homespun Granola Packaging
This Example of Granola Branding Features Farmyard Illustrations
Developing artisanal packaging concepts to enhance the visual appeal of the product can be beneficial in attracting health conscious consumers to a range of food and beverage prod…
CategoryLifestyle
Homemade-Inspired Crispy Cookies
Pepperidge Farm Farmhouse Thin & Crispy Cookies are Simple
Food manufacturers can explore the development of clean label products, like Pepperidge Farm Farmhouse Thin & Crispy Cookies, to meet the demands of health-conscious consumers.
