CONSUMER TREND REPORT

4 Consumer Trends That Can Help Differentiate Your Brand

Getting to know your target audience helps you identify the characteristics that tie individuals together and is an important step in identifying their emotional connection to your brand. These connections help develop loyalty and establish a level of trust that is difficult to replicate and, over time, translates to an improved bottom line.

 

Consumers want innovative problem solvers that are reliable and understand what they actually want. Focusing on consumer trends to refine your marketing strategy helps customers understand who you are, what you care about, and how your solutions align with their interests. We’ve highlighted 4 of the latest consumer profiles as identified by a leading global trend forecasting group and strategies for successfully connecting with these consumers. As you read on, ask yourself:

· Do any of these profiles align closely with my target audience?

· Are my marketing efforts speaking to the preferences of my target consumer groups?

· Which marketing mediums enhance emotional connections to your brand?

The New Nihilists

The term Nihilist historically means an extreme form of skepticism but place the word “new” in front of it and experts have defined them as a group that is choosing to opt out of the world’s turmoil. However, they haven’t given up on caring. These contemplative individuals are just finding new meaning and happiness outside the mainstream.

Defining Qualities of The New Nihilists:

·       Non-conformist

·       Alternative thinkers

·       Seeking meaning

·       Contemplative

New Nihilists gravitate towards speculative ideas and creative genres like chaos culture, gaming, and alternative forms of therapy. Honesty, authenticity, and humor are the best ways to gain their trust because they don’t want to feel like they are being sold to.

 

55% of global Millennials in their mid-30s are dissatisfied with democracy – a disillusionment that is significantly higher than Gen X or Baby Boomers felt at similar ages.

 

The Reductionists

After embracing digital convenience and remote living during the pandemic, Reductionists want to re-establish IRL (in real life) connections and communities with a more human touch. They crave connection, whether through personal conversations about your services or using emotional storytelling. It is important for Reductionists to know your values align with theirs.

Defining Qualities of The Reductionists:

·       Busy

·       Values driven

·       Community focused

·       Seeking connection

 

Reductionists prioritize kindness and integrity. They believe that economic growth should be a means to support people and the planet, and they shop with these values in mind. Time-saving conveniences and efficiency are still important to them, but they also need things to be sustainable and ethical. They are interested in buying from organizations powered by fairly paid workers and business models that give back more than they take.

A Psychological Bulletin review of more than 200 studies showed that pro-social behaviors like altruism result in better mental and physical health.

The Time Keepers

For these memory-makers, time is the most valuable resource, and they want to invest their time in things that enrich their lives. Time Keepers focus on creating a richer life through daily rituals and meaningful experiences and believe schedules should fit around people – not the other way around. Looking for products and services that free up their time, The Time Keepers want the freedom and flexibility to live their best lives and are drawn to things that will add value to their world.

 

Defining Qualities of The Time Keepers:

·       Discerning

·       Epicurean

·       Age-agnostic

·       Seeking enrichment

The Time Keepers refuse to be harried by or defined by time. They gravitate towards intergenerational friendships that are based on shared interests rather than age. Quality always beats quantity for these consumers.

 

37% of adults in the U.S. have a close friend who is at least 15 years older or younger than they are, and 20% of those close intergenerational friendships have lasted for more than 20 years. 

The Pioneers

Pioneers exist with one foot in the physical world and one foot in the digital world and are determined to bridge the gap between the two. They are the future thinkers, technologists and urban planners who are building new worlds like smart cities, inclusive transit systems and safer metaverse spaces. The Pioneers are attracted to products and services that are inspiring and enable them to move freely between two different worlds. This can be different locations like digital nomads or different platforms in virtual space.

Defining Qualities of The Pioneers:

·       Entrepreneurial

·       Mercurial

·       Risk takers

·       Seeking inspiration

 

Pioneers are like light bulbs – they need to be switched on. Spark their interest with new ideas and problem-solving products that make the physical and virtual worlds better for everyone. They are inspired by new ideas, smart designs, and anything that seamlessly connects their digital and physical spaces.

 

[Optional Stat to Highlight]: The projected global revenue for video games is expected to reach $321 billion by 2026, rising at a compound annual growth rate of 8.4%.

 

Did you identify your target customers within these consumer profiles? Here are 4 strategies for successfully connecting with one – or all – of these trending consumer groups.

1.     Take the pressure off. Suggest products and services that offer a sense of calm, escapism, or humor to make life easier and more affordable as people grapple with the pressures of inflation, recession, climate change, and instability.

2.     Build connections and communities. Make the world feel smaller and friendlier by embedding a human touch into your products and services and do what you can to ensure your business has a positive impact in your community. Treating people and the planet with respect will help your brand build a lasting, loyal following.

3.     Offer quality over quantity. Consumers are overwhelmed with choices. To stand out, offer something better and be clear about how your products and services will add value to their lives.

4.     Help people switch modes. People feel fragmented, switching between work and home modes or physical and digital worlds. Help them switch between different versions of themselves with products and services that enhance their hybrid lifestyles with fewer boundaries.

We can’t wait to collaborate with you on campaigns that appeal to these distinct buying groups so your message can cut through the noise and make a lasting impression. Contact us today https://www.brancastermarketing.com/hire-us to get started!

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Why Gift Giving is Just Good Business

Corporate gifting presents a remarkable opportunity to engage and demonstrate appreciation for your employees, customers, prospective clients, and partners. In fact, gift-giving can be as good for your heart as it is for growing your business.

Gifts create close relationships and strong connections conveying gratitude and appreciation. Happy customers feel a sense of loyalty and increased trust to continue your business relationship. When employees feel a strong bond with their employer, they feel more satisfied and motivated to do their best work.

Including your company’s logo on these gifts can elevate this practice into a powerful branding strategy, but this requires thoughtful consideration to be done well and avoid coming across as insincere. Putting these five reasons at the forefront of your gift-giving program will make the most of your efforts while strengthening your relationships and your brand.

Build and Maintain Relationships

Strategic gifts will always remind recipients how important they are to you. Set the right tone from the beginning with a stunning welcome gift, then strengthen those connections with high-quality items that continue to show your appreciation. Creating memorable “unboxing” experiences with thoughtful, customized gifts goes a long way in making recipients feel valued.

Stand Out from the Competition

You never want to fall short of the competition, and giving memorable, customized gifts is a thoughtful way to stay at the top of your recipients’ minds. Delicious food boards, cozy blankets, and high-end outerwear are just three examples of gifts that people love to receive because they convey a sense of luxury. Giving gifts that are a step up from the expected is an exciting way to leave the competition behind.

Reinforce Company Values

81% of employees report feeling appreciated when they get gifts from their employers and 51% who received a “very memorable” gift say they feel more connected to their workplace. Show loyal employees they are valued by celebrating achievements, birthdays, and anniversaries with premium, customized gifts. Include a card with a personalized message and see how quickly your gifting program spreads happiness and engagement throughout your organization.

Connect with Prospects

Have you ever thought about promoting your business to new customers through gifting? Go beyond a traditional business card with branded products like pens, magnets, hats, calendars, device accessories, etc. to help people remember your business as they go about their day. You can also show off an innovative spirit and enhance networking potential with digital cards. After all, 66% of gift recipients can still remember the brand name on a promotional item after a year, and 24% of gift-giving opened new opportunities or leads for the gifting company.

Enhance Your Reputation

Select high-quality gifts that can be truly enjoyed, remembered, and used. When you give something thoughtful, it shows you pay attention to the interests of your clients and employees. Gifting the right items will generate goodwill among recipients and boost the image of your business. A sterling reputation can bring in more customer referrals, increase repeat business, motivate current employees, and attract top talent.  

Partnering with us Brancaster Marketing, Inc. gives you access to exceptional ideas that will make your gifts stand out while answering all your needs. We are experts at handling specific requirements and are excited to collaborate with you to create a seamless gifting experience.

Can’t wait to get started? Click here. for amazing ways to show your appreciation through unforgettable gifts.