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Lovebrands 2020

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Lovebrands 2020

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The demographic's social approach to shopping involves researching products and reading reviews, and Amazon's fanatical approach to customer service also resonates with them.

Millennials embraced technology from a very young age, including when it comes to game play.

PlayStation has been a strong millennial brand in our study for years and in has emerged as top performer, especially among men. The combination of the e-sports phenomenon and impact of hardware platforms has likely fueled PlayStation's rise in the rankings.

That's not all -- this group's market-beating performance holds true for the past three-, five-, and year periods as well.

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Implications that you must act upon in But it is a tectonic shift with profound implications for business.

And responding to the initial tremors — which will be felt in the months ahead — will send a clear message to consumers that you get it.

Think about two modes of response Shame therapy will be about helping consumers alleviate the eco-shame they feel when they engage with you.

That means initiatives that acknowledge shared eco-guilt, and help consumers take steps to avoid it. Practical steps are key: see Burger King trying to atone for decades spent producing disposable plastic toys.

But this trend also demands a radical shift in our shared attitude to consumption: Dutch airline KLM is asking consumers to fly less.

What is the equivalent for you? Shame avoidance will be about helping consumers avoid eco-shame altogether. Think new tools that enable them to track and control their own eco-impact will be embraced; see how the Doconomy credit card helps consumers stick to a personal carbon budget.

Consumers won't expect you to be perfect. No one can eradicate the damaging impacts of consumerism overnight. You already know that virtual influencers are moving into the mainstream.

Meanwhile, virtual avatars are making noise elsewhere. The Chinese state news agency, Xinhau, have launched their second virtual news anchor.

Just another slice of digital ephemera? Perhaps, but a crucial shift informs these three examples. The media landscape continues to fragment.

Digital channels multiply. One opportunity? In , consumers will pay deeper attention to brands who embody themselves via new virtual characters and avatars, allowing them to inhabit digital channels in richer, more immersive and more human ways.

First, a multiplicity of digital channels — TikTok! In-store touchscreens! Second, consumers are already becoming accustomed to meaningful relationships with AI-fueled entities.

Relationships that go way beyond Alexa, order me some washing powder , and that encompass wellbeing, creativity, and even the human need for companionship.

Now Amazon are working on a wearable that will understand and respond to the emotions of the user. First, check out how others are doing just that.

This trend is just one, actionable angle on a far deeper and ongoing shift that you know well. Back in the days of top-down, legacy, one-to-many media, we had top-down, legacy, one-to-many brands.

Now we live in a world of democratized, participatory, immersive media. And that means the rise of democratized, participatory, immersive brands.

Most consumers don't want to connect with a fast food, cosmetics, or media brand. If your guiding idea when you apply this trend is, 'hey guys, let's be friends!

But what consumers will respond to are brands that meet them in the digital channels they live in, and serve them: solve pain-points, offer useful information, and yes, even deliver a dose of fun.

Applying this trend effectively, then, means thinking hard across two dimensions. First, the digital lives of the consumers that you want to reach.

Second, your brand and its values. Crucially, what digital channels are these consumers living, working, playing inside? Clarity around your brand is just as important.

When you create an AVATAR, you're bringing your brand — its values, characteristics and essential nature — to a new kind of life. Take this trend, then, as an opportunity to clarify your brand as never before.

Gather your team and ask: what are the fundamental properties of our brand? What kind of virtual character would personify the values we hold?

Two powerful consumer expectations are converging. The next chapter? That means services and experiences that constantly adapt around the changing needs of the user.

This trend is founded on an eternal human truth: people are always in a state of flux. For that reason, there can never be one perfect product, service or solution for any given person.

Rather, a true perfect fit means constant adaptation around the changing individual. But why now?

Facial recognition, sensors and smart objects are turning the world into a landscape that shifts and changes around consumers.

The result is ever-heightening expectations for responsive personalization. New technologies — think affordable DNA testing, blood testing and more — are making new innovations that shift and change around the changing human body possible for the first time.

The next step? Expectations for seamless convenience will intersect with heightened expectations for ever-shifting personalization.

Ready to deliver relevance as a service in ? First, take a look at how others are riding this trend.

Convenience and personalization are already on your radar. Not just your offering as a service, but relevance as a service, too.

So the key question for your team: when vitamin supplements iterate around the changing needs of the user, and when skin creams adapt on a daily basis, what form of ultra-convenient, ever-shifting personalization will your customers come to expect from you?

Or will it be more about imbuing your product with new features that allow it to constantly shift and adapt around the needs of the user, as the Tonal workout station does?

Two thirds of working parents in Australia struggle to care for their health due to the tension between work and caring.

No wonder that in May the World Health Organization recognized burnout as an occupational health phenomenon.

Constant pressure to be on fire all the time — personally and professionally — is causing many to burn through their mental and physical reserves.

Amid a growing focus on wellbeing, individuals are confronting the impact of always-on lifestyles.

Taking action is the right thing to do, and a huge opportunity for innovation. An opportunity to serve consumers. And to change yourself from the inside out.

Get ready for a future in which the mental wellbeing of your employees is just as important as your supply chain.

As your environmental footprint. As your mission. Put simply: the best organisations will recognise this new reality, and reorientate their internal culture around it.

One way to apply this trend? But perhaps the most powerful application of this trend, and one that any brand can look to?

Make meaningful changes to your internal culture that alleviate stress and potential burnout among your own people. Second, it makes business sense see how Microsoft increased productivity via a four day week.

Third, in a transparent GLASS BOX world in which your internal culture is an increasingly important part of your brand, it will send a powerful signal to the world — and to potential customers — about who you are and what your brand stands for.

In a world in which pretty much every form of brand messaging has become so much white noise, it's hard to think of any play more powerful in Legacy social media has been a car crash for our collective and individual social relations.

And the only thing the Big Platforms care about is keeping us addicted. There, we said it. And sure, there are legitimate arguments about the shades of grey here.

No one has a problem with a great no context Twitter account. But the benefits of social are being overwhelmed by bad actors and toxicity.

In consumers will seek an antidote to vast and toxic online communities and social media platforms.

In brief: As comes to a close, the zeitgeist is now more attuned than ever to the failure of the big platforms to to step up to their responsibilities go Sacha!

And evidence that mainstream social media is often a toxic morass of bullying and harassment is now impossible to ignore.

See this recent Cornell University study which found that female Instagram influencers are criticized for being too real and, you guessed it, criticized for not being real enough.

Or the linking of social media to a sharp rise in teen suicide rates. Put it all together, and is the year that the search for a new kind of social achieves lift off.

The only question is: will you be involved? Connection and self-expression are fundamental human needs.

Consumers will continue to seek to meet those needs online — in , and forever. That is to look beyond the race for short-term profits, eyeballs at all costs, and massive scale.

Instead commit to a long-term mission, a constructive social space, and the right scale. How can you create new communities and foster new connections that are truly relevant, meaningful, life-enhancing and supportive?

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In late , the company introduced the value-priced Ford Fiesta subcompact, which was marketed heavily toward these cost-sensitive consumers.

The car was packed with technology that millennials could relate to, including its SYNC infotainment system.

Ford also used experiential marketing and held contests that encouraged millennials to submit video applications to become " Fiesta agents.

As a result, many of those first-time car buyers still relate to Ford. The House of Mouse had a renaissance of sorts of in the s, capturing the hearts of many young moviegoers.

During this period, Disney released such instant classics as The Little Mermaid , Beauty and the Beast , Aladdin , The Lion King , and Mulan ; these movies became the soundtrack of a generation for many millennials.

Disney has since added Marvel, Pixar, and Lucasfilm to its collection, and each studio has a strong connection to the demographic, increasing the nostalgia factor.

As millennials have grown and begun to have families of their own, they introduce their children to the stories they grew up with.

Millennials are also passionate about their values, integrating their beliefs into deciding which companies they do business with.

Disney is still highly regarded as one of the most family-friendly companies out there. As a result, Disney has made frequent appearances as a beloved brand among millennials, making the top five not only in this year's report, but in 's , 's , and 's.

Many millennials learned firsthand the value of being frugal after the collapse of the economy in and , which forced many young consumers to return home after college or to stay with their parents longer than planned.

A difficult economy instilled a sense of price consciousness in these budding customers. Target has taken a number of steps to appeal directly to millennial shoppers.

The company redesigned its grocery departments to highlight healthier food choices, something that resonates with these younger shoppers.

Target has added organic, natural, less-processed, and gluten-free options, and has introduced small-format stores geared toward millennial shoppers.

The company has also worked to integrate its e-commerce and brick-and-mortar strategies, a move that appeals to consumers who grew up in the digital age.

E-commerce was born about the same time as the earliest millennials, so digital shopping has been a growing presence in their lives for as long as they can remember.

Many in this digitally endowed generation grew up on the internet, and have no doubt become accustomed to frequent deliveries from Amazon.

Using a mobile app and making online purchases are second nature to this tech-savvy bunch, but other factors make Amazon a natural fit with millennials.

The demographic's social approach to shopping involves researching products and reading reviews, and Amazon's fanatical approach to customer service also resonates with them.

Millennials embraced technology from a very young age, including when it comes to game play. PlayStation has been a strong millennial brand in our study for years and in has emerged as top performer, especially among men.

The combination of the e-sports phenomenon and impact of hardware platforms has likely fueled PlayStation's rise in the rankings. That's not all -- this group's market-beating performance holds true for the past three-, five-, and year periods as well.

Investing Best Accounts. Stock Market Basics. Stock Market. Industries to Invest In. But what has been the story since then?

Adidas made 11 million pairs of ocean plastic sneakers in And when eco-alternatives go mainstream in this way, they're no longer an exciting status currency.

The key implication? A shift in the moral calculus for consumers. Because when eco-alternatives are as available, affordable and effective as the legacy option, there's no reason not to choose them.

Eco-consumption becomes less about the status of opting in, and more about the shame of opting out. Throw in Extinction Rebellion, the global Strike for Climate movement, and Greta, and you have a tipping point in awareness also fueling this crucial shift.

Increasingly widespread shame at air travel — or flygskam in the original Swedish — is now set to diffuse across every B2C industry.

Implications that you must act upon in But it is a tectonic shift with profound implications for business. And responding to the initial tremors — which will be felt in the months ahead — will send a clear message to consumers that you get it.

Think about two modes of response Shame therapy will be about helping consumers alleviate the eco-shame they feel when they engage with you.

That means initiatives that acknowledge shared eco-guilt, and help consumers take steps to avoid it.

Practical steps are key: see Burger King trying to atone for decades spent producing disposable plastic toys.

But this trend also demands a radical shift in our shared attitude to consumption: Dutch airline KLM is asking consumers to fly less.

What is the equivalent for you? Shame avoidance will be about helping consumers avoid eco-shame altogether. Think new tools that enable them to track and control their own eco-impact will be embraced; see how the Doconomy credit card helps consumers stick to a personal carbon budget.

Consumers won't expect you to be perfect. No one can eradicate the damaging impacts of consumerism overnight. You already know that virtual influencers are moving into the mainstream.

Meanwhile, virtual avatars are making noise elsewhere. The Chinese state news agency, Xinhau, have launched their second virtual news anchor.

Just another slice of digital ephemera? Perhaps, but a crucial shift informs these three examples. The media landscape continues to fragment.

Digital channels multiply. One opportunity? In , consumers will pay deeper attention to brands who embody themselves via new virtual characters and avatars, allowing them to inhabit digital channels in richer, more immersive and more human ways.

First, a multiplicity of digital channels — TikTok! In-store touchscreens! Second, consumers are already becoming accustomed to meaningful relationships with AI-fueled entities.

Relationships that go way beyond Alexa, order me some washing powder , and that encompass wellbeing, creativity, and even the human need for companionship.

Now Amazon are working on a wearable that will understand and respond to the emotions of the user. First, check out how others are doing just that.

This trend is just one, actionable angle on a far deeper and ongoing shift that you know well. Back in the days of top-down, legacy, one-to-many media, we had top-down, legacy, one-to-many brands.

Now we live in a world of democratized, participatory, immersive media. And that means the rise of democratized, participatory, immersive brands.

Most consumers don't want to connect with a fast food, cosmetics, or media brand. If your guiding idea when you apply this trend is, 'hey guys, let's be friends!

But what consumers will respond to are brands that meet them in the digital channels they live in, and serve them: solve pain-points, offer useful information, and yes, even deliver a dose of fun.

Applying this trend effectively, then, means thinking hard across two dimensions. First, the digital lives of the consumers that you want to reach.

Second, your brand and its values. Crucially, what digital channels are these consumers living, working, playing inside?

Clarity around your brand is just as important. When you create an AVATAR, you're bringing your brand — its values, characteristics and essential nature — to a new kind of life.

Take this trend, then, as an opportunity to clarify your brand as never before. Gather your team and ask: what are the fundamental properties of our brand?

What kind of virtual character would personify the values we hold? Two powerful consumer expectations are converging. The next chapter?

That means services and experiences that constantly adapt around the changing needs of the user. This trend is founded on an eternal human truth: people are always in a state of flux.

For that reason, there can never be one perfect product, service or solution for any given person. Rather, a true perfect fit means constant adaptation around the changing individual.

But why now? Facial recognition, sensors and smart objects are turning the world into a landscape that shifts and changes around consumers.

The result is ever-heightening expectations for responsive personalization. New technologies — think affordable DNA testing, blood testing and more — are making new innovations that shift and change around the changing human body possible for the first time.

The next step? Expectations for seamless convenience will intersect with heightened expectations for ever-shifting personalization.

Ready to deliver relevance as a service in ? First, take a look at how others are riding this trend. Convenience and personalization are already on your radar.

Not just your offering as a service, but relevance as a service, too. So the key question for your team: when vitamin supplements iterate around the changing needs of the user, and when skin creams adapt on a daily basis, what form of ultra-convenient, ever-shifting personalization will your customers come to expect from you?

Or will it be more about imbuing your product with new features that allow it to constantly shift and adapt around the needs of the user, as the Tonal workout station does?

Two thirds of working parents in Australia struggle to care for their health due to the tension between work and caring.

No wonder that in May the World Health Organization recognized burnout as an occupational health phenomenon. Constant pressure to be on fire all the time — personally and professionally — is causing many to burn through their mental and physical reserves.

Amid a growing focus on wellbeing, individuals are confronting the impact of always-on lifestyles. Taking action is the right thing to do, and a huge opportunity for innovation.

An opportunity to serve consumers. And to change yourself from the inside out. Get ready for a future in which the mental wellbeing of your employees is just as important as your supply chain.

As your environmental footprint. As your mission. Put simply: the best organisations will recognise this new reality, and reorientate their internal culture around it.

One way to apply this trend? But perhaps the most powerful application of this trend, and one that any brand can look to?

Make meaningful changes to your internal culture that alleviate stress and potential burnout among your own people. Second, it makes business sense see how Microsoft increased productivity via a four day week.

Third, in a transparent GLASS BOX world in which your internal culture is an increasingly important part of your brand, it will send a powerful signal to the world — and to potential customers — about who you are and what your brand stands for.

In a world in which pretty much every form of brand messaging has become so much white noise, it's hard to think of any play more powerful in Legacy social media has been a car crash for our collective and individual social relations.

And the only thing the Big Platforms care about is keeping us addicted. There, we said it. And sure, there are legitimate arguments about the shades of grey here.

No one has a problem with a great no context Twitter account. But the benefits of social are being overwhelmed by bad actors and toxicity.

In consumers will seek an antidote to vast and toxic online communities and social media platforms. In brief: As comes to a close, the zeitgeist is now more attuned than ever to the failure of the big platforms to to step up to their responsibilities go Sacha!

And evidence that mainstream social media is often a toxic morass of bullying and harassment is now impossible to ignore.

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