THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
This week blog post focuses on the fascinating cohort known as millennials, people born between the years 1980-2000. So those aged between 12-32 years.
1. Optimism & focus on the dream Growing up millennials were always told that they could do whatever they wanted, the world was our oyster. Then the recession hit & well, everything changed. Getting a job for the majority became the number one goal without losing focus on the dream job (47%) while 39% are just happy to have a job that pays the bills. Despite this, 70% are overall positive about getting the career/job that they want at some point in their life.
So what?
Millennials’ are aware of the economy and its potential effect on them… yet they still remain largely positive buoyed up by the lack of boundaries and encouraged sense of limitless potential that many of today’s youth experienced when growing up. And now they’re taking it to the working world. A sense of everlasting optimism & self-belief is embedded in the millennial generation & one that has the possibility of being tapped into & harnessed for benefit for all parties concerned. Absolut Vodka Lomography project is a live campaign doing something in this vein.
2. Workplace wonderment
Young people see the workplace as somewhere to strive for self-improvement, but they are also often frustrated by the belief that their own potential and creative endeavours are being overlooked: they crave mentors yet also believe themselves capable of taking on their own bosses as mentees! MTV Europe carried out research
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. The whole package in one go
IKEA announced that they plan to release a completely new line that integrates smart TV and sound systems with furniture. The ‘Uppleva’ features an entertainment unit built into IKEA’s simplistic shelf designs, bringing better aesthetics and functionality to the living room.
So what?
IKEA have been delivering the complete package for consumers’ for years but this new release is a new movement for the brand – offering a complete unit for the family living room. As consumers spend more time in their homes MCCP has uncovered that home harmony is increasingly important as the family unit becomes the “family unIT” with technology being one of the most popular activities that’ll bring the whole family together. Home Utopia is in full affect as & is a personal redefinition of the home. We’ve replaced the urgency of experiences with a requirement for quality. Time spent at home is an experience that rivals even the best of times out on the town.
2. In the Web & Each Other we Trust
Research was published during the week that uncovered Irish people’s engagement with Irish websites, content & social media. The research uncovers that 51% always find what they are looking for on Irish sites, 49% say Irish sites are opinion leaders; 61% believe sites are trustworthy while 70% said they found the content relevant.
So what?
This changing mind-set has affected behaviours which have led to the creation & following of amateurs. Amateur culture has shifted firmly into the mainstream as we curate, act
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. Slacktivists can make a change
A slacktivist is someone who does something in support of an issue/cause that requires minimal personal effort. For a slacktivist sending a tweet isn’t the same as attending a sit in but it can raise awareness of an issue; this is the key. You may not believe it but there is power in the #. This year alone we’ve seen causes such as SOPA, Trayvon Martin, KONY 2012 pushed to the fore front of public awareness by Slacktivists.
So what?
Slacktivists are 4 times more likely to encourage others to sign a petition/contact a politician. Twice as likely to take part in an event, volunteer and ask for donations. There’s an opportunity for your brand to mobilise this generation of digital natives to build awareness, educate & rally around a mutual cause.
2. Reframing Adventure
When you think of adventure many images are conjured up & usually they’re undertaken in lands far, far, far away. However, not if you own a Land Rover.
So what?
Since childhood adventure for most has been travelling the globe & navigating the most interesting of terrains. For some this turns into a reality, travelling the world after college or taking a career break to do so. However, Land Rover have reframed the understanding of adventure with their latest advert by placing their car as a signifier of adventure & wonderment something consumers are continuously searching for. The land rover isn’t just a 4×4 it’s an excuse to explore, venture into the wild & enjoy oneself.
3.
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. Brand without the face
Ever wondered if your brand could be recognised if it was covered just in white paint? This is the question posed by brand strategist, Andrew Miller‘s project, Brand Spirit. For 100 days, he will be dousing famous products with a coat of white paint, “removing all visual branding, reducing the object to its purest form.”
So what?
To what extent is your brand recognised by visual cue’s as it is by physical one’s? If you’re brand is to stand the test of time you must ensure the brand identity is stronger than just words.
2. Brand Geography
We’ve all done it before – give someone directions by landmarks or branded shops. Citymaps have gone one step further & created a map completely compiled of brand logos. Three cities (New York, San Francisco & Austin) are visualised according to their retail landmarks instead of street names and numbers. We believe this concept would work well in Ireland where shop & pub names act as signposts on a daily basis.
So what?
There are opportunities for every brand – big or small – to leverage technology & interactive maps like this one & Google maps to enhance their brand as a reference point for consumers. Being a landmark for meeting can further embed you into society’s fabric & people’s hearts. Just think of the number of friends & lovers who have met under the Clery’s clock in Dublin or outside Brown Thomas in Galway.
3. Conversation beats price, 100 years worth of proof
A record shop in Cardiff
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. Service, Please Mate!
A new company that promises to remove the fuss over shaving has launched with success . The aim of the Dollar Shave Club is to offer men cheap razors delivered directly to their front door. Additionally they hope to show men that you don’t need the fancy bells & whistles on your razor at the end of the day you just want to shave while doing it for as cheap as possible.
So what?
By removing the superfluous product features & harking back to when razor blades were simply just blades this brings men back to the sense of basic masculinity. When you think about what do we really need to shave – a blade, water & some shaving foam. The new service is playing into very rich territories of masculinity and simplicity. They are also adding value through service not producer. How can other brands service men looking to shave back on the fuss and focus on simplicity?
2. Make home better everyday
With 47% of people stating that they intend to host social events/parties in their home this year it’s no surprise that they’re also more willing to spend more on eating well at home rather than going out to restaurants (85% said they would increase everyday spend due to entertaining at home)
So what?
People are looking for better at home experiences & brands have a massive opportunity here. Many brands have begun to make the home happier. Ikea are making home happier as are Netflix. But are food brands
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. We’re ahead of the pack
New research has found that British marketers should consider promoting brand values such as “pleasure”, “confidence” and “status” to make an impact with consumers.
So what?
As we’re ahead of the curve in terms of recession compared to our neighbours in the UK, this research places Irish agencies at an advantage. We’re in our 5th year of recession fully equipped to deal with all fluctuations at this stage. We’ve gone through this stage and out the other side where consumers demanded values such as “durability”, “responsibility” and “trustworthiness”. Irish brands hold valuable lessons for other countries in how to deal & adapt to changing consumer demands.
2. Wanna go to bed with me?
IKEA came across a group on Facebook with over 100,000 fans entitled “I wanna have a sleepover in IKEA”. So they decided to offer consumers the chance to do just that in their Essex store.
So what?
Fullfilling this dream is a great way to turn fans into advocates. Not only does it generate buzz amongst the consumer base but it turns the store into a living, social space. Transcending a retail outlet into a community project for IKEA-fanatics.
3. Is it a bird? No, it’s a Boeing 747 going to Rome.
Waiting around the airport is the biggest waste of time ever. The clever folks in Zurich Airport have implemented some changes that gives waiting passengers something to do & look at while they await the news of which gate to run to. They’ve gone and built an
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. Compete against yourself
Nike is launching Nike+ Basketball, a digital experience that tracks, records and analyses every aspect of a player’s basketball game through a sensor in a shoe. To accompany this new technology a new Basketball shoe – the Nike Hyperdunk+ – will be launched later this year.
So what?
For the discerning athlete this new self-quant tool will help many dissect & re-assess their performance in real-time or after the game. No longer do amateur sports men & women have to feel like amateurs. The increasing access to self-quant technology across category gives consumers the power & ability to play to their strengths no matter their chosen field. Feeling ahead of the curve is a basic human desire, the trick is how to implement it with your existing brand offerings as smoothly as Nike have done in the past.
2. Health without the wealth
Recent research has uncovered that 72% of consumers are looking to change their eating habits ‘for the better’ in 2012. The majority of those (46%) believe it won’t have any effect on their bill.
So what?
It’s encouraging that consumers have reached a perspective that healthy food doesn’t always equate to more expensive food with 93% expecting to consume more fruit and veg in 2012 & 66% saying they intend to consume more salad. However, this is only intention and not actual results so retailers still have some way to go to make consumers actually meet their intentions. Positioning healthy produce as accessible & affordable is key to fulfilling potential.
3.
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. Pocket Billboard
American retailers like Starbucks, Best Buy & Walgreens are enhancing their use of mobile applications in an effort to drive consumer engagement & boost sales. Starbucks has cut queuing times in its stores by allowing customers to pay using a smartphone app. Over $110m has been loaded onto these digital “cards”, and 20 million transactions completed by early December 2011.
So what?
There are over 791,000 smartphones in Ireland currently with the majority in the 25-34 age cohort. When shopping at speed is a necessity, an app that would speed up the process gives the consumer control over their shopping experience. Smartphones have become an extension of people’s lives & app’s are downloaded when they serve a purpose. For retail brands, app’s offer more than a service – they serve as a visual reminder & free advertising to consumers every time they check their smartphone.
2. I <3 U, Swarovski
Valentine’s Day has been & gone, did you make the effort this year? Swarovski offered consumers a helping hand with a mobile site called “the Sparkling Valentine’s Day Assistant which directs users to the nearest florist, spa and beauty, cosmetics, film and beverages retailers while receiving directions.
So what?
Swarovski’s campaign feeds into a trend MCCPTrendstream have been aware of called Personal Interpretation & Interaction whereby brands are tailoring their offerings to meet personal demands, tastes and habits. Swarovski have tapped into this with the campaign; albeit being a digital cupid for the consumer becoming a brand butler. Not just selling services but becoming
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. B2B make one, donate one
It’s not unusual for companies to support a charity or run a cause related marketing campaign. TOMS shoes’ business model of one for one i.e. you buy a pair of shoes & a pair is donated by the company to a child in need; has been widely successful & they’ve mastered this formula for B2C. Timbooktwo have given the concept a twist for B2B. Every time the production company produce a video for a tourism company they’ll produce one for a charitable organisation too.
So what?
Brands endeavour to do well in a host of ways & we’ve become normalised to many of their charitable efforts & somewhat sceptical. To counteract apathy, brands should leverage their assets & assess what fits with their corporate identity and the shared social values of their audience.
2. They’re all out of Shrimp!
Fishmongers in Bilbao, Spain have come up with an idea to offer customers their product 24/7 & still guarantee its freshness. They’ve installed a vending machine outside the shop that can be accessed even when they have closed up. A bakery in France adopted a similar mantra this time selling baguettes. The fish is bought daily from a local market, cleaned & packed into individual trays which state the expiration date.
So what?
This appears to be the perfect solution for consumers & corporations rather than having to spend 24/7 serving customers they still get 24 hour access. A win-win scenario for all involved.
3. Take A Tour With The Brand
British fashion brand
THE 5 ‘SO WHATS’ WHICH IMPACTED CONSUMERS AND BRANDS THIS WEEK
1. New Trust Takes More Richard Branson’s Virgin Money recently acquired Northern Rock in the UK. Upon the news of the takeover Branson promised to challenge the big five by offering easy-to-understand financial products and quality customer service all through the filter of the Virgin brand. So what?
Virgin has a history of entering a new area of business & instantly applying their own ethos to the product & service. Is this approach needed in Ireland where more and more people are moving their money to Credit Unions’. Trust is integral in this category & consumers are moving their money where they feel it is safest. Banking needs to change its format & appeal to regain the trust it has lost but will simply removing the tie & adding some colour wash away our opinions of the sector?
2. Recession creates two-tier food brands Our current economic situation has resulted in the development of a two-tier food system. With commodity cost volatility at one end & lower consumer demand at the other this two-tier system results in major manufacturers getting bigger while small & medium producers are left with little room for expansion.
So what?
If your brand falls in between the two models mentioned then the question remains which way will you fall? Domino’s Pizza witnessed the development of a two-tier take away market long before anyone else and released the gourmet range of pizza’s aimed at those who found themselves getting take-away pizza rather than going out for a meal weekly. By creating two