To control the conversation, brands invite consumers behind the scenes
Implications - A means to reconciling modern consumer standards around corporate responsibility and ethical production, many brands are opening up the back-end of their operations to consumers. By inviting consumers behind the scenes and providing them with the information to make their own decisions regarding a brand's commitment to social responsibility, brands are able to better establish trust.
Workshop Question - Is your consumer familiar with your brand's production process? What misconceptions could be cleared up by educating consumers about that aspect of your business?
Trend Themes
1. Transparent Production - Brands are opening up the back-end of their operations to consumers to show commitment to social responsibility.
2. Empathetic Retail Experiences - Virtual reality technology allows customers to experience a company's social good initiatives and develop empathy towards them.
3. Healthy Recipe Changes - Fast food chains are responding to consumer demand by revamping their menus to make them more nutritious and transparent.
Industry Implications
1. Food and Beverage - Companies are using immersive experiences to showcase their production processes and healthy menu options.
2. Retail - Virtual reality headsets are being used as empathy machines to allow customers to experience a company's social good initiatives.
3. Tourism and Hospitality - Brands are creating immersive and family-friendly experiences to attract visitors to their facilities and promote their products.
