Brands deliver subtle uplifting messages to boost consumers' self-confidence
Implications - Self-confidence and self-care are increasingly important subjects for consumers, especially those within the Millennial and Gen Z demographics. In the past, brands have tackled the subject of self-confidence with grand campaigns, but brands that subtly insert confidence-inspiring messages into consumers' everyday experiences stand a greater chance of making a genuine connection with jaded, media-savvy young people.
Workshop Question - Without resorting to an advertising campaign, how can your brand deliver an uplifting message to consumers?
Trend Themes
1. Subtle Confidence-inspriring Messages - Brands offering consumers confidence-inspiring messages within everyday experiences are more likely to connect with media-savvy young people.
2. Good News Publications - Publications that focus on sharing positive news, innovation, and movements can help alleviate feelings of despair and hopelessness caused by consistently negative headlines.
3. Subscription Boxes with Inspirational Tools - Subscription boxes filled with motivational and encouraging tools enhance excitement, anticipation, and the overall experience, ideal for achievers, dreamers, and entrepreneurs.
Industry Implications
1. Personal Care Products - Personal care brands can incorporate messages of self-confidence into packaging and products to appeal to younger generations that prioritize self-care and self-confidence.
2. Media and Publishing - Publishers that focus on highlighting good news, innovation and positive movements can offer a refreshing perspective to consumers, creating a loyal following.
3. E-commerce and Retail - Subscription box services can provide a wide range of functional products, which can give consumers distinctive ways of finding inspiration and motivation.
