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FuturistU > Consumers > Consumer Behavior > Module 2 / 5

Consumer Mindset

Instructor: Shelby Walsh
Experiential Dining
Download the Experiential Dining Trend Report
This module will look at how brands are building consumer trust by publicly taking bold stances on polarizing issues and creating an avid community around their brand by doing so. There has been a growing trend of distrust as of late (towards governments, brands, individuals, etc.) and to combat some of the skepticism that has become prevalent, some brands are establishing authenticity by bringing social, political and environmental causes to the forefront of their marketing, manufacturing and product development strategies.


Aside from this, consumers are also shifting their mindsets, demanding more from all industries to aid them in bettering themselves. We'll dive into a few case studies from brands that have expertly crafted experiences to help drive engagement and satisfaction, from Airbnb to West Elm and Eataly.
Related Trend Report: Experiential Dining
Workshop Questions:
1. In what ways could your brand set consumers on the path to self-betterment?
2. How could you invoke a deeper emotional connection through storytelling?
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Featured Insights

Adolescent Activism
Activism among youth is more prevalent and impactful than ever before
Trend - The intersection of youth engagement, their social media savvy, and various social issues in North America has resulted in Gen Z being more empowered than youth who have advocated for change in preceding generations. The diversity and magnified platform of this generation have resulted in a slow re-characterization of youth activism as progression, rather than it being met with immediate associations of rebellion and defiance.
Workshop Question - How can your brand empower individuals and groups seeking to make positive change?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Commentary
Brands make bold comments on social issues to take a public stance
Implications - No longer choosing to be a bystander, brands are making moves toward bolder, in-your-face marketing tactics that push on topics that are often sensitive or political in nature. Seeking to connect with consumers, brands are taking part in conversations around things like gender stereotypes and the state of the political environment to clearly showcase their stance on social issues. These examples speak to the rise of more straightforward marketing tactics, as well as the fact that brands are willing to take more risks when it comes to creating authentic connections with their consumers.
Workshop Question - What social and political issues most affect your core consumers? How can you speak to those issues more prominently in your products or marketing efforts?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Culinary Agritourism
Agricultural brands enlighten consumers to drive satisfaction and engagement
Implications - Similar to retailers offering educational, in-store classes, farms, orchards and the like, draw in local and traveling consumers with experiential learning events. Combining culinary, tourism and experience, brands are able to promote an understanding of the agriculture industry while simultaneously engaging consumers who ultimately purchase the end product. This participation-driven marketing tactic shines a light on the how consumers are increasingly enthusiastic about their role in the flourishing of locally grown and sourced sustenance, as their understanding of climate change and over-consumption grows.
Workshop Question - How can your brand increase your consumers' knowledge of your industry?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dystopian Resurgence
Dystopian representations in literature and pop culture are back on the rise
Implications - Classic dystopian imagery and literature is being revisited, and dystopian societies as concepts are being reimagined, as a result of the political and technological forces that are shaping the world today. The resurgence of such concepts in pop culture and academia alike function as a conflicted form of escapism, in which consumers' political fears can be simultaneously strengthened and assuaged when confronted with radical dystopian representations.
Workshop Question - What kind of escapist experiences could your brand involve itself with for the sake of customer engagement and relief?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Interactive Branding
Companies are making new products accessible with interactive experiences
Trend - Brands across various industries are finding new ways to introduce their products to consumers through interactive experiences and product workshops. These events make new products more accessible and less daunting to consumers as they provide product knowledge through hands-on learning.
Workshop Question - What resources can your company offer to increase brand and product knowledge?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Artist-in-Residency
Brands and retailers are launching artist-in-residency programs
Trend - Companies are increasing the legitimacy of their collaboration with artists by creating specialized artist-in-residence programs. In doing so, brands are capable of framing a new partnership in a more official and elegant manner that emphasizes the opportunity for the creative professional.
Workshop Question - How can your brand support an independent professional?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alt Nightclub
Nightclub experiences are revamped in light of public health restrictions
Trend - Nightclub experiences around the world have inevitably been limited as the COVID-19 pandemic continues, so businesses in this space have explored other creative options. Everything from virtual nightclubs to club venues converted into galleries are offering unique alternatives to traditional clubbing experiences.
Workshop Question - How is your brand prioritizing customer experiences despite restrictions?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Creative
Gen Z consumers aim to develop skills outside of the traditional school system
Trend - Today's Gen Z consumers are increasingly turning to platforms, services and spaces that expand their worldviews and skills, but without the constraints of traditional schooling. Everything from photography programs to financial literacy courses allow them to better hone skills that they aren't often exposed to in the education system.
Workshop Question - How could your brand appeal to Gen Z's sense of creativity and personal expression?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tech Fatigue
Brands are introducing special features and products to battle burn-out
Trend - As the strict rules imposed because of the COVID-19 pandemic persist, companies are attempting to answer consumer worries about tech fatigue. This comes in the form of special built-in features on meeting platforms or concrete products that limit stimuli.
Workshop Question - How might you battle screen fatigue for consumers?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Scooter Safety
The growing popularity of e-scooters has resulted in enhanced safety precautions
Trend - The convenience and eco-friendly nature of electric scooters has resulted in the growth of this space, particularly in urban areas where getting by via car can be inconvenient. The popularity of e-bikes has resulted in brands offering additional functions and features that prioritize safety.
Workshop Question - How is your brand adapting to the eco-friendly routines of its customers?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dedicated Factory
Automotive companies are creating dedicated facilities to produce EVs
Trend - Companies in the automotive industry are creating dedicated facilities to produce electric cars. Creating dedicated facilities allows these companies to customize production methods for electric vehicles. Additionally, it allows these organizations to produce electric cars at peak efficiently, and offer better prices to consumers.
Workshop Question - How can your organization efficiently serve the needs of eco-conscious consumers?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends