Consumers gravitate towards products made with care
Implications - 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.
Workshop Question - How can you convey more care and craftsmanship that speaks to today's maker culture?
Trend Themes
1. Handcrafted Branding - Consumers are gravitating towards products with handcrafted branding, indicating potential insights for companies to explore more organic, artisanal, and genuine marketing strategies.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
