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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?
2.8
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
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

Latinx Platform
Content-based platforms are creating Latinx-specific offerings and benefits
Trend - Content platforms are catering to Latinx consumers with additional features and products, or reduced costs, in order to elevate these demographics on their platforms. This shift coincides with the cultural push towards inclusion and more accurate representations of different demographics.
Workshop Question - How could your brand better cater to demographics it currently overlooks?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Web3 Tourism
The travel industry is beginning to integrate aspects of a decentralized Internet
Trend - At face value, technologies like the Metaverse or NFTs seem antithetical to the travel industry in that they challenge the value of physical over digital. However recent developments in the tourism industry show Web3 technologies adding delight and convenience to various parts of the journey, from booking to an in-person experience.
Workshop Question - How would a decentralized Internet impact your industry positively? Negatively?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Car XR
Automative brands are reimageing the in-car experience with VR & AR-enabled infotainment
Trend - Automative brands are leveraging augmented reality, virtual reality, and IoT technologies to launch new immersive infotainment systems. These systems' applications range from holographic navigation tools and digitized windshields to in-car VR games for passengers.
Workshop Question - How could your brand better meet consumers' expectations for digitally integrated experiences?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shoppable TV
Streamers introduce interactive ads to shorten the gap between content and checkout
Trend - Streamers are experimenting with Connected TV technology (CTV), which leverages QR codes, content overlays, and second-screen prompts to allow viewers to instantaneously shop the products that they see on screen. This includes products seen in commercials as well as those featured in actual shows.
Workshop Question - How could your brand take advantage of innovative advertising tactics, like those introduced by Connected TV technology?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Metaverse Architecture
The metaverse is seeing the development of architectural structures
Trend - The metaverse welcomes more developments as architectural studios begin constructing buildings and other infrastructure to mimic the physical world. These structures are able to push the limits of traditional architecture with physics-bending designs.
Workshop Question - How could your brand engage customers in the metaverse?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Metaverse Pop-Up
Metaverse-based or themed pop-up stores offer unique forms of engagement
Trend - Retailers are creating unique "pop-ups" within the metaverse, or in brick and mortar spaces that have adopted elements of the metaverse in their layouts and designs. These experiences offer a unique spin on a popular marketing technique.
Workshop Question - How could your brand create unique experiences for its customers in a post-pandemic world?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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
Score
Popularity
Activity
Freshness
Patterns
Megatrends