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FuturistU > Marketing > Brand Love > Module 1 / 5

Intro to Brand Love

Instructor: Hayley McGlone
Brand Love
Download the Brand Love Trend Report
The 80/20 rule states that 80% of sales are attributed to 20% of customers, which is why companies are so eager to build brand love among consumers. And we know that more than half of consumers stay loyal to a brand that they feel an emotional connection to, but how can you capitalize on that?

In this module, Trend Hunter's Manager of Client Research and Strategy Hayley McGlone reviews the 4 Pillars of Brand Love and how brands can leverage them to build consumer fandom around a brand. The following modules will look at brand loyalty, brand evangelism, brand commitment, and brand addiction and how each of these is a key component of Brand Love.
Related Trend Report: Brand Love
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Insights by Trend Hunter AI

Football Glamour
Beauty and skincare brands tap into Super Bowl advertisements
Trend - The Super Bowl, traditionally a bastion of sports and beer commercials, is now embracing the beauty and skincare industry. This shift is exemplified by the advertising presence of brands such as e.l.f. Cosmetics, CeraVe, and NYX.
Workshop Question - In what ways can your brand leverage current pop culture trends to diversify and expand your target audience?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Transparent Retail
Sustainable retailers highlight their initiatives and impact in-store
Trend - Sustainable stores and eco-friendly in-store initiatives are making the impact of their products clearer to their customers. These brands are using receipts, labels and displays to highlight production and sourcing processes--catering to the growing demand for transparency from businesses.
Workshop Question - How can your brand create trust with its customers via in-store experiences or initiatives?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Driven Loyalty
Brands are using social activism to drive consumer loyalty programs
Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.
Workshop Question - How can your brand integrate activism and charitable actions into your consumer loyalty program to drive customer loyalty and differentiate from competitors?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstruation Merchandising
Brands are launching empowering products that destigmatize menstruation
Trend - Gen Z-focused brands are launching menstruation-inspired products and campaigns that uplift and empower women, aiming to destigmatize menstruation through wholesome branding and marketing. This helps younger women take more pride in their bodies and not resent the menstruation process.
Workshop Question - How could your brand reimagine its marketing for younger audiences?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bra Health
Brands are incorporating health-focused technology into their bras
Trend - Brands that produce bras and intimate apparel are exploring ways to make the supportive garment more comfortable and beneficial for people with breasts. As a result, bras that offer health benefits to support posture, blood circulation, and cancer detection are becoming more commonplace to aid health-conscious consumers.
Workshop Question - How can your brand incorporate additional benefits into its existing product/service?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Menstrual
Menstrual pads and tampons are being made with sustainable materials
Trend - Popular menstruation products like pads and tampons are being adapted with eco-friendly materials to help reduce consumers' environmental impact. These products are made sustainable through the use of biodegradable and/or organic materials.
Workshop Question - How is your brand helping its customers prioritize sustainability?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Store Recycling
Brands in the cosmetic industry are increasingly prioritizing in-store recyling
Trend - In-store recycling is relatively common among tech retailers, and now even in the fashion industry. The next industry to take on in-store recycling is cosmetics--with the industry's high waste production becoming a concern among consumers and businesses alike.
Workshop Question - How could your brand better prioritize sustainability?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Jewelry
Jewelry brands become more inclusive in their products and representation
Trend - The North American jewelry industry has historically been relatively exclusive, and in the past that's had an impact on its accessibility for some demographics. Now, more brands in this space are prioritizing inclusion--in everything from LGBTQ+ representation to inclusive internal hiring initiatives.
Workshop Question - How is your brand effectively aligning itself with the values of consumers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bamboo Apparel
Fashion brands are using bamboo as a sustainable material in their collections
Trend - Bamboo fabric has become a popular material among sustainable fashion brands, with the plant requiring less water, labour, and time to cultivate than other popular plants that are used as fabrics.
Workshop Question - How could your brand better prioritize sustainability?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Hair
Hair care brands target the needs of Gen Z consumers
Trend - The hair care industry is increasingly catering to young consumers, with teenage Gen Z consumers being particular interest. Now, brands in this space are featuring playful branding, campaigns and claims that target teenagers.
Workshop Question - How is your brand shifting gears to prioritize Gen Z's needs and preferences?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends