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FuturistU > Consumers > Unpacking Consumer Behavior > Module 4 / 5

Social Circles

Instructor: Shelby Walsh
Co-Creation & Customization
Download the Co-Creation & Customization Trend Report
Now is the time to get creative with customer engagement. How consumers are interacting with brands is reflective of the evolution they’ve undergone in how they communicate with their friends, family, significant others and co-workers.



Consumers are increasingly connected, and they expect this sort of closeness with the brands they’re loyal to. Opportunities exist for brands to look at how they can enhance their omnichannel presence, with trends such as Activated E-Commerce and Branded Webisode emerging to bridge the gap between the tensions of online and offline forms of engagement.
Related Trend Report: Co-Creation & Customization
Workshop Questions:
1. What can you do to foster more personalized relationships with your consumers?
2. Rate your company on a scale of 1-10 on its visual identity online. What would need to change for it to score a 10?
Get the 2023 Trend Report FREE

Featured Insights

Branded Webisode
Brands create original online content to create immersive storytelling
Trend - Getting into the content space, brands are turning to YouTube videos and webisodes to better prompt consumer engagement. Going beyond product placement or tutorials, brands are opting for storytelling techniques to create narratives around lifestyle habits, social issues and cultural sentiments not only tied to the brand itself but to the consumers they support.
Workshop Question - How can you utilize storytelling techniques, particularly online, to better connect and engage with your consumers?
2.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mindful Daycare
Daycare designs and programs focus more on niche health-related functions
Trend - The adoption of health-focused designs and programs in daycare facilities is on the rise, with specialized areas and nutritional items that adapt to the health preferences that some parents like to ensure their children are aligned with.
Workshop Question - Consider a local, national, or global issue that your brand holds strong beliefs in, and would like to resolve. How would your brand go about aligning itself with that cause?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Upscale Meal Kit
Brands release gourmet at-home meal kits
Trend - Meal kits typically offer convenience for time-strapped consumers, but some brands are changing the primary function of these products from being convenience-based, to a way to experiment with upscale flavors and ingredients.
Workshop Question - How is your brand catering to the more experimental consumer?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kid-Friendly Music
Platforms that engage children through music are emerging
Trend - Kid-friendly content is usually focused on TV shows and movies, but it's now being adapted to accommodate music as well. Now, everything from streaming apps to children's TV networks are prioritizing musical content for kids.
Workshop Question - How is your brand prioritizing niche content for different demographics?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Family Content
New streaming services are prioritizing content for children and teens
Trend - Standalone streaming services are becoming more niche by narrowing down their targeted demographics. Now, emerging services are specifically targeting Gen Z customers with niche child and teenager-focused content.
Workshop Question - How is your brand shifting focus to better cater to Gen Z?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Hosting
Brands help consumers along in the process of hosting
Trend - Brands that are often paired with socialization and entertainment are now helping consumers use their products to create in-home hosting experiences in a post-pandemic world. Examples in this space include backyard parties made in collaboration with drink brands, and streaming sites that have partnered with alcohol brands.
Workshop Question - How is your brand helping customers adjust to post-pandemic lifestyles?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reduced Cooking
Popular chefs create and collaborate with brands to prioritize waste-reduction
Trend - Celebrity and well-known chefs are becoming more eco-friendly with products and initiatives that aim to reduce food waste. With food waste contributing significantly to harmful greenhouse gas emissions, its reduction is becoming more of a priority among consumers and businesses alike.
Workshop Question - How is your brand targeting the eco-conscious consumer?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Low-Waste Cooking
Consumers prioritize waste-reduction while cooking at home
Trend - Brands are helping consumers who are trying to limit the amount of food and packaging waste they use with products and services that empower them to reduce waste while they're cooking at home. Everything from cooking shows to cooking planner apps are helping consumers do this.
Workshop Question - How is your brand empowering its customers to be more eco-friendly?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kid Podcast
Child-friendly podcasts offer a new form of entertainment for kids
Trend - The popularity of podcasts has now resulted in people and brands offering the same entertainment, but directed towards children. Between imaginative stories and educational narratives, children are now being encouraged to engage with this form of media.
Workshop Question - How is your brand empowering parents in the process of child-rearing?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Edible Exploration
Food subscription boxes curated for discovering new foods gain popularity
Trend - The demand for ways to try new foods and flavors from home has increased steadily, with a spike during this past quarantine. During this time, Social distancing rules limited the foodie consumer's ability to explore new tastes. As a result, more subscriptions and kits dedicated to edible exploration can be seen to provide the sense of adventure that drives many food-loving consumers.
Workshop Question - How can your product or service provide consumers with an opportunity for exploration?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Parent
Digital tools are allowing for new forms of engagement between parents and children
Trend - Digital parenting tools are allowing parents to create connections with their children in new ways. Everything from personalized conversation cues to positive reinforcement-based teaching are being used via various platforms to ease the parenting process.
Workshop Question - How could your brand better help its customers cope with the stress of their responsibilities?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends