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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?
Jeremy Gutsche Keynote Speaker

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?
7
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?
6
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?
5.3
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?
5.8
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?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Storytelling Toy
Children's toy brands offer interactive, creative forms of storytelling
Trend - Storytelling for children is becoming more interactive, with toys that offer creative forms of expression and methods of telling children stories. These items include everything from mixing physical toys with voice-controlled tech, to QR codes attached to toys that retell their backgrounds.
Workshop Question - How could your brand prioritize educational recreation for children?
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
Kid Responsibility
Brands are launching products that empower children to be more responsible
Trend - Brands and designers are attempting to encourage children by teaching them manners and accountability. This comes in the form of products that track routines and chores, as well as sophisticated designs that are kid-friendly in functionality but boast grown-up aesthetics.
Workshop Question - How can your product/service be revamped to serve families?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Affordable Foodie
Brands are offering creative and cost-effective menu options, targeted at Gen Z
Trend - Food companies are attempting to cater to younger demographics by building menus that boast interesting experiences in affordable ways. Pertaining to cuisine, aesthetics, or both, the emphasis is placed on fresh, healthy, and local food, as well as on sharable plates.
Workshop Question - How can you revamp your product/service to be more affordable to Gen Z consumers?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends