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Prosumer Prestige

Consumers go to great lengths to meet status-setting brand demands

Implications - Given the cultural shift that values experience over ownership, brands have begun to market products and services around exclusivity by asking consumers to "prove themselves" in some way. Often resulting in a memorable experience, this desire for brand-approved status showcases the consumer desire to cultivate communities around their interests, which is especially relevant to Millennials and even Gen Z. In addition to highlighting the ever-present pursuit of status regardless of what form it's in, this progression demonstrates that consumers are seeking a collaborative relationship with brands that allow them to contribute their own skills and expertise.
Workshop Question - How could posing a challenge to your consumer increase engagement?
Trend Themes
1. Exclusivity Marketing - Brands are promoting products and services around exclusivity by asking consumers to 'prove themselves' in some way.
2. Gamified Marketing - Brands are using gamification to gain consumer interest while promoting their products in a fun and experiential way.
3. Interactive Events - As consumers become more savvy when it comes to purchase decisions, many brands are investing in interactive events that provide meaningful scenarios for product education.
Industry Implications
1. Marketing and Advertising - The way consumers relate to brands is changing, and marketing and advertising companies must build complex communication strategies to keep up with evolving trends.
2. Fashion and Apparel - Fashion and apparel industries are utilizing innovative marketing approaches to engage new customers.
3. Travel & Tourism - Travel and tourism industries are at the forefront of the experiential marketing trend, offering customers interactive experiences and compelling incentives.
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 53 Examples:
423,495 Total Clicks
Date Range:
Sep 15 — Apr 16
Trending:
Average
Consumer Insight Topics:

Featured Examples

Athletic Collection Workout Launches
Athletic Collection Workout Launches
H&M Poland Held an Immersive Fitness Event in Warsaw
H&M Poland recently held an immersive marketing activation in the form of a fitness event that helped promote the brand’s new athletic wear collection. Held at a high school gymnasium in... MORE
Human Billboard Stunts
Human Billboard Stunts
London's 'Survival Billboard' is a Promotional Stunt for Tomb Raider
The ‘Survival Billboard’ is a sadistic marketing stunt for the new Tomb Raider video game. Eight participants have been chosen out of thousands of applicants to partake in a “... MORE
play_circle_filledSpeed-Testing Sneaker Billboards
Speed-Testing Sneaker Billboards
Reebok's Running Challenge Gives Free Sneakers to Fast Runners
This gamified billboard created for Reebok displays sneakers, while encouraging pedestrians to participate in a running challenge in order to receive free running shoes—only the fastest runner... MORE
Adventure Travel Brand Challenges
Adventure Travel Brand Challenges
This Red Bull Challenge Will Have Teams Barter with Cans
A new, exciting Red Bull challenge will have cans of the energy drink serving as currency. The travel competition will involve 10 teams from the UK and will kick off at starting points in five... MORE
play_circle_filledPassport-Locating Challenges
Passport-Locating Challenges
The 'Passport Challenge' Rewards Those Who Can Find Their Documents
IKEA recently teamed up with Skype to launch the ‘Passport Challenge.’ With many people already turning to IKEA to meet their storage needs, this new campaign demonstrates just how... MORE
play_circle_filledDIY Streaming Service Switches
DIY Streaming Service Switches
The Netflix Switch Button Orders Food & Dims Lights for TV Watching
The Netflix TV streaming service created the Netflix Switch button, which aims to enhance each the consumer’s viewing experience. Pittsburgh-based agency Deeplocal created this button that... MORE

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