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January 2010
Consumer and marketing trends: 2010
Introduction
The objective is to highlight a few of the key consumer & marketing trends whilst illustrating a few of the brands activating these opportunities and hinting at some of the possibilities
• We have focused on the following market sectors:• FMCG• Drinks and alcohol• Luxury• Social and Government
• The insights are drawn from trend reports & Polestar sources
The context: Consumer trust in brands has been irrevocably
shaken• Across almost all categories there is a dramatic decline
in consumer trust in brands• Behaviour change (not just reactive communications) is
needed to re-build trust:• Sectors and brands that are fundamentally improving their
consumer interaction & transparency will emerge as champions e.g. Supermarkets
• Stable categories include everyday ‘luxuries’ such as breweries and cosmetics, or enabling gadgets such as PC’s.
• A shift in the basis for trust:• Delivery of product and service promises, reliability and a
determination to resolve problems are the key factors in driving trust
• Factors once seen as the pillars of trust - tradition, origin, size and success - are being rendered increasingly meaningless unless they are combined with a positive current experience
Source: Polestar / MMS (Berlin) brand trust survey November 2009
6Trust in Brands, Polestar Communications & Musiol Munzinger Sasserath November 2009
Winners and losers.
-15.4
-13.8
1.5
-1.1
-15.4
-22.8
-3.9
-3.2
6.5
-5.9
-17.6
-16.1
-9.8
-8.1
-7.9
-4.8
-0.2
1.6
2.3
2.9
-60.0 -50.0 -40.0 -30.0 -20.0 -10.0 0.0 10.0
Breweries
Personal hygiene
Computer Manufacturers
Supermarkets
Daily Newspapers
Airlines
Non-Profit Organizations
Department Stores
Car Manufacturers
Television Networks
Has your trust in these sectors increased or decreased recently?Scale from 1 to 5: 1 = strongly increased, 5 = strongly decreased
„Trust increased“ (TOP 2 Boxes) minus „trust decresed“(BOTTOM 2 Boxes)
GER UK
Source: Trust in Brands. Polestar Communications & MMS. November 2009
7Trust in Brands, Polestar Communications & Musiol Munzinger Sasserath November 2009
Winners and losers.
-34.6
-52.4
-34.4
-32.5
-13.7
-23.1
-10.0
-8.3
-12.2
-50.5
-48.9
-45.2
-36.6
-32.1
-26.6
-22.6
-22.5
-17.9
-60.0 -50.0 -40.0 -30.0 -20.0 -10.0 0.0 10.0
Food Industry
Internet Companies
Health Insurance Companies
Telecommunication Provider
Insurance Companies
Power Supplier
Banking
Oil Companies
Has your trust in these sectors increased or decreased recently? Scale from 1 to 5: 1 = strongly increased, 5 = strongly decreased
Travel Business
GER UK
Source: Trust in Brands. Polestar Communications & MMS. November 2009
8Trust in Brands, Polestar Communications & Musiol Munzinger Sasserath November 2009
16,732,2
47,642,8
49,164,0
43,645,4
50,755,4
66,454,0
72,858,0
65,277,1
67,569,9
67,380,6
73,479,4
80,7
14,238
43,945,445,5
55,561,4
59,961,1
65,266,7
72,274,8
77,581,2
83,484,184,185,1
87,188,288,3
90,1
0 20 40 60 80 100
Größe des UHerkunftTraditionMedien
ErfolgEmpfehlungen
Innov. AngeboteKrisenmgmt
UmweltbewusstseinTransparenz der U-Verhalten FührungSoziales Verantw.
Guter RufUmgang mit MA
Gefühl MühePreisgest.
Freundlichkeit MAOffenheit bei
GarantienKulanz
Kompetenz MAVerlässlichkeit
Qualität P u. DLTOP 2 - Boxes:
Transparency in corporate policy
Reputation of a companyInteraction with employees
Crisis-management of a companyEnvironmental responsibility
Origin of a company
Social responsibility
Friendliness of employees
Warranties on products and offers
Expertise of employeesReliability of a company
Success of a company
Transparency in case of a problem
Straightforward, easy to understand prices
Behaviour of senior executives.
Quality of products and services
Willingness to resolve problems
Innovativeness of offers
Tradition of a company
Factors to trust a company.
Feeling that the company is making an effort
Size of company20
GER UK
Reports from friends and family
Positive media coverage
Which factors are most important for you to trust a company?Scale from 1 to 5: 1 = very important, 5 = not improtant at all
Source: Trust in Brands. Polestar Communications & MMS. November 2009
2. Generosity of brands and individuals3. New ways to gain and define status
9. Infolust
4. Limited, hand crafted, niche and local
8. On the go and always on
6. Joyning – Partnerships & Co-creation
5. Grown up brands
1. Green
7. Extreme customisation
10. Choice rejection and info blindness
Green continues to be a major trend despite the recession and reaches new levels of corporate acceptance
Eco-frugal
Modularity
AdvertisingEco-easy Econcierges
Recycling
Reuse, reduce, recycle, regulate?
Sainsbury’s/ Hindmarch bag
Verticalfarming in Boston
Sainsbury’s – Freedom Foods & Marine
Stewardship
FMCG
FMCG key themes• Variants refresh markets, personality differentiates
brands• Global and corporate vs local – 2009 has knocked trust
in more than just MPs and banks• As the world gets bigger, the public increasingly seek meaning
and connection at a local level. From simple local adaptation and the carbon benefit of local production to direct community benefits
• Social networking creates community and a feedback loop to brands• Also creates networking neurosis and information overload• More opportunities for backlashes against brands• Canny consumers tapping into price alerting and online BOGOFs
and vouchers• Shared experiences – brands use this to create
products, ads and ideas while generating PR at the same time
Joyning
Partnerships Crowd Sourcing
Brands are creating partnerships both with other brands and consumers
Orange Rockcorps concerts for volunteers
Phiiips/ Swarosvski USB ring
Crowd sourced restaurant wine list
Crowd sourced Peperami ad - $15,00
prize
Walkers – consumers vote on flavours
DIY
Monitising creations
Self service Effortless customisation
Consumers are back in control – they can create professional products tailored to their wishes and
monetise them
Ebay type site for craft, home created items
Online book creation, publishing & marketing
Locality
In an uncertain world people embrace the known and familiar. Environmental concerns promote local ingredients & transparency
of food sources.
Pride in provenance
Support local businesses
Deliveries to local pubs
Local currency in
Brixton, Totnes, Lewes, Stroud
Reduce carbon footprints
Waitrose local bottling
Duchy Originals
Timberland Dalesford Organics – delivery and outlets in
London stores
Chain of production
Waitrose
Roaming ice cream trucks in NYC, local ingredients
Always on
Price tracking services
AlertsReal time reviews and updates Online sharing
Consumers can connect, share and be updated constantly via all channels at any time of day or
night.
Allows local bakers to notify people when hot cakes are available cf Krispy Kremes
InPulse watch synched with Blackberry launches Feb 2010
DRINKS AND ALCOHOL
Drinks and alcohol key themes
• Self expression – changing nature of status
• Instant gratification – self serve and vending machines
• Looking for the new – pop ups, limited editions
• Counter negative associations of alcohol−Many brands, not just alcohol, are including generosity as part of
their marketingoResponse to recession and consumer rejectionoDesire for institutions that careoMore opportunities for giving and sharing
Effortless generosity
Positive halo from giving both to charities and individuals
Free love
Brand ButlersOrange festival phone charger
Tryvertising aka sampling
Effortless support
KitKat goes Fairtrade, Nov 09
Game combines wine tasting
Co-donation
Statusphere
Green
ConnectedInformation is powerStatus stories
Time saving
Status is no longer just being bigger or most expensive
A personal blend and
tour for 100 special
customers.
Wellbeing pop-up for Vital juicesExclusive concierge firms create links
between members
Elemis spas at Heathrow and Cowshed treatments in Virgin Clubhouse
Virgin space flights
Statusphere
Status skills Unique & Customised
People want experiences & products with a story that they can tell others about and that says something
about themselves.
Smirnoff teaches men to be ‘Modern Gentlemen’ with Hugo
Boss and A Suit That Fits
Learn to cook like Jamie in small groups
Royal Academy secret auction on artist postcards
Anya Hindmarch bespoke handbags –
embossed handwritten message from the giver t on inside of hand made
bag. £1,000 - £6,500
LUXURY
Luxury key themes
• Self expression
• Redefinition of what luxury is – experiences and stories over just ‘things’
• Instant gratification – despite thrift chic & credit crunch
• Looking for the new, unique and differentiated
• Simplification of life – time & clarity are increasingly scarce
• Needing recommendations for ‘investment’ buys
Luxyoury
Eco friendly
Time saved and access
Craft
Extreme personalisation
Luxury means bespoke, time saving, unique, green & hard to get
Adding handles to shoe boxes saves bags
Transforming local restaurant grease into candles ($24)
Design your own Nike shoes
Grown Up BrandsInclusiveEdgyRisqué
Audiences appreciate brands that stand out and treat them as adults
Philips ‘intimate massager’
Comme des Garcon uses synthetics to
create ‘anti-perfumes: ’ Dry clean', 'Garage', 'Soda' and 'Tar'
Limited edition in Vermont of ice cream usually called Chubby Hubby
Icecreamists at Selfridges and in vans – flavours include ‘Molotoffee Cocktail’, ' Taking the Pistacchio’
Limited locations
Limited editions, limited places = thrill of the hunt
Hyperlocal
Fortnum & Mason rooftop exclusive honey
Urban pride
Guerlain city themed perfumes
Bond #9 NYC neighbourhood perfumes
City inspired flavoursBurger King £95 burger – only available at Gloucester Road branch.
(video)
Exclusive access
SOCIAL AND GOVERNMENT
Social & Governement key themes
• Greater personal responsibility of individuals
• More information available but still limited time
• Transparency & accountability – overall decline in trust
• Information overload
• Need aggregators on advice e.g. DirectGov
Realtime Infolust
Technology allows for governments to become more transparent and for audiences to reclaim control over
their lives
Report vandalism, fly tipping and graffiti, the council fixes it
Consumer activism & advocacy
A combination of frustration and connectivity has increased public activism. This means that from the Christmas No.1 to
more serious issues, consumer advocacy & how this is managed is more important than ever
Public demand for ethics and transparency
Research from the Economist shows how angry the public are with both big business and government. Behaviour has to
change; this is not just about green policy, but about broader ethics and greater transparency
SurrenderSearch for simplicity
In the face of complexity, consumers react and search for simplicity and trusted brands
Most trusted brands by category (Reader’s Digest)
MEDIA TRENDS
From branded content to branded App
From content that entertains to content that helps you live your life. Be that finding hire cars, the nearest pizza or helping you know the quickest routes to work. The public increasingly
expect this type of facilitation NB: beware the fad - UK penetration of Smart phones only = 2% at the moment
The real arrival of mobile
Mobile isn’t just about apps. 10.4 m UK consumers access the internet via mobile. There are 1.6bn bank accounts in the
world but 4bn phones so financial transactions will drive use. Furthermore technical advances will mean TV & print content
will increasingly be consumed
The role of TV evolves not declines
The UK is still viewing over 26 hours of TV a week. Its use as an ‘event’ broadcast or to trigger viral activity has never been greater. 44% of people claim to have researched on-line in
response to a TV ad (Deloitte 09)
So what next?
• Some trends, whilst important, are ephemeral. Some will continue to develop in the future. However all these trends are resonating with audiences and brands now.
• Tapping into these trends, applying them and challenging established, accepted wisdom will create consumer connections and advocacy.
• If you would be interested in a workshop exploring how any of these trends could be applicable for your specific brand and category, please get in touch....
Simon Mathews: [email protected] Joyce: [email protected]
Mark Bauer: [email protected]