EMERGING TRENDS FOR BRANDS DECEMBER 2016

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1 EMERGING TRENDS FOR BRANDS DECEMBER 2016

2 BRANDS HAVE NEW RESPONSIBILITIES Developments in technology have led to huge changes in the last 12 months. 5 new trends have emerged pointing towards new areas of potential responsibilities for brands throughout The good news is that consumers still largely believe in brands and this resonates throughout the trends. 69% of people trust businesses to keep pace with a changing world. Only 47% trust governments to do the same. Edelman Trust Barometer, Jan 2016

3 TOP 5 EMERGING TRENDS FOR BRANDS IN 2017

4 EMERGING TRENDS 1. Ethical Educators 2. First Responders 3. Capacity Culture 4. Stakeholder Brands 5. Reconciliation Brands

5 ETHICAL EDUCATORS HELP ME TO BECOME A BETTER PERSON People are looking to be good and to do good. Scandals are forcing people to confront bias. Consumers who make (or hope to) efforts to optimize fitness, diet, productivity and more will now ask a question that goes deeper: How can I become a better person? As a brand, help people to become better versions of themselves and feel like they are contributing more within their communities.

6 CASE STUDY: NFL & STANFORD UNIVERSITY New technologies are enabling new forms of VIRTUAL EMPATHY. In April 2016, the NFL announced a project in partnership with Stanford University's Virtual Human Interaction Lab to use VR experiences to reduce prejudice in staff members and players. Stanford's 'virtual body swapping' allows users to undergo experiences from the point of view of a person of a different race or gender.

7 FIRST RESPONDERS LEVERAGE RESOURCES IN A CRISIS Start ups are seen as agile. Larger brands should focus on what start ups don t have the resources to. In 2017, consumers will look to brands to leverage their resources in order to respond near-instantly in crisis situations. After all, why should agility be just for startups? Brands should respond with actions, not goods. How can you as a brand, deploy your resources for good?

8 CASE STUDY: COCA COLA Brand responds to earthquake by repurposing billboards into shelter materials Following a 7.8-magnitude earthquake that killed over 500 people in Ecuador in April 2016, Coca-Cola disassembled their billboards and repurposed the advertising material into tarps for shelters. The brand announced the initiative on Twitter and suspended all advertising activity in the region to focus their money on humanitarian aid.

9 CAPACITY CULTURE TAP INTO VALUE FROM WASTED RESOURCES Waste is worst. Brands are capturing idle capacity and claiming lost value from wasted resources all for the good of society and the planet. Think of areas where there is surplus capacity that your brand can tap into. Do you (or your customers) have spare capacity that can be harnessed for good?

10 CASE STUDY: TOKYO 2020 Olympic medals to be made from electronic waste. August 2016 saw the Tokyo organizers of the 2020 Olympic Games announce plans to source the gold, silver and bronze needed for the future medals from electronic waste. Precious metals found in discarded smartphones and consumer electronics will be used to produce the medals according to the organizers there is enough metal to produce all the medals needed for both the Olympic and Paralympic Games. Typically, Olympic hosts ask mining companies to donate the metals.

11 STAKEHOLDER BRANDS PARTNER WITH EMPLOYEES Consumers who seek meaningful consumerism will embrace brands that give staff a meaningful stake in their organization: material, creative, cultural and more. More companies are moving to a peer to peer platform model. Juno is an on-demand ride sharing platform that gives drivers an equity stake in the platform. Once consumers become aware of this, where does this leave you? Are you willing and able to truly empower your employees in novel, meaningful or creative ways?

12 84% OF CONSUMERS BELIEVE AN IMPORTANT BEHAVIOUR FOR A COMPANY IS TO IMPROVE THE LIVES OF ITS EMPLOYEES. HAVAS, JANUARY 2016

13 RECONCILIATION BRANDS PROMOTE SOCIAL HARMONY Smart brands are taking action to promote social harmony and repair the bonds of our shared humanity! 51% of millennials appreciate when brands take a political stance in their advertising, vs. only 22% of boomers. How can you help consumers overcome differences, empathise with each other and form bonds?

14 CASE STUDY: BAGLEY COOKIES Biscuit brand unveils anti-bullying campaign For the International Anti-Bullying Day in May 2016, Bagley created special cookies to raise awareness of the issue. The Argentinian cookie brand's Sonrisas (meaning 'Smiles ) were transformed into sad faces, instead of happy ones. Posters and limited edition packaging for Sonrisas cookies explained that bullying takes away your smile.

15 So what now? These 5 Trends point towards new areas of potential responsibilities for brands. Ask yourself, what does this mean for my brand or clients? If you can position your business model, your products and services and your marketing to deliver on all 5 of them, you ll be in a pretty good place in 2017!

16 The keys to brand success are self-definition, transparency, authenticity and accountability. Simon Mainwaring

17 For more information on trends to watch in 2017 contact us today adshel.co.nz adshel.com.au