Category
Business
Assisted Conversion
Trend cluster
Category
Conversational
Consumption
Selling based on kitsch, brands adopt packaging that demands discussion.
4.3
Trend score
Trend
What is the Conversational Consumption trend?
Conversational Consumption: The modern consumer is over-stimulated by product choice, but more willing to try something out of the ordinary than ever before. Playing up novelty in packaging, independent brands are utilizing unexpected vessels to aid the social aspect of consumption; consumers want to socialize on the topic of product purchases, and something with a kitsch aesthetic worthy of discussion creates autonomous brand buzz.
Trend themes
Themes within the Conversational Consumption trend
Three behaviours holding the trend together01
Kitsch Packaging
Utilizing unexpected vessels to aid the social aspect of consumption creates opportunities for autonomous brand buzz.
02
Eco-Friendly Packaging
Incorporating sustainable and organic materials into product packaging offers an innovation opportunity in eco-friendly production.
03
Canned Wine
Repurposing beer packaging for wine indicates opportunities to create more casual wine products in the market.
Industry implications
What the Conversational Consumption trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Brands can innovate with packaging design to increase brand awareness and create new experiences in the food and beverage sector.
For
Fashion and Apparel
The use of clothing-inspired packaging design can make undergarments more visually appealing and lead to more discrete packaging options in fashion and apparel.
For
Consumer Goods
Utilizing innovative sustainable materials can create new opportunities in the consumer goods sector for eco-friendly packaging solutions leading to broader sustainability goals.
Trend signals
Trend signals for Conversational Consumption
Trend score 4.3 out of 10, from popularity 65%, activity 57%, freshness 8%.
Popularity65%
Activity57%
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
Evidence
Examples of the Conversational Consumption trend
6 featured examples from Aug 27, 2013 to Mar 11, 2014CategoryFashion
Skirt-Wearing Skivvies Branding
Oops! Panties Packaging Hides Secrets of its Contents with Clothes
The lingerie industry can explore the potential of personalized packaging and playful branding to differentiate their products and create a unique customer experience.
CategoryLifestyle
Fortress Bottle Branding
Long John Whisky Packaging Takes the Look of a Castle Tower
Disruptive innovation opportunity for alcohol companies to create captivating packaging designs that stand out on store shelves and resonate with consumers.
CategoryLifestyle
Packed Lunch Snack Wrappers
Picnic Packaging Has a Scrumptious Homespun Appeal That's Reusable
Food manufacturers can explore nostalgic and reusable packaging solutions for snacks and lunch items.
CategoryEco
Hay-Made Egg Cartons
Happy Eggs by Maja Szczypek is a Nest-Like Packaging Design
A focus on environmentally friendly packaging design within the food industry.
CategoryFashion
Alcoholic Shampoo Branding
Weizen Bier Wheat Shampoo Packaging is Dressed Like Your Favorite Drink
Opportunity for beauty and personal care companies to tap into the trend of using unconventional ingredients in hair grooming products, attracting consumers looking for unique and…
CategoryLifestyle
Tastefully Canned Wine
The Union Wine Company Introduces the 'Beerification' of Wine
Innovation in packaging and product reinvention can help wine companies stay competitive and attract a younger demographic.
