The world as we know it from the beginning of the nineties has a very different character. Less open, less adventurous, less free and less free. The need for trust and real connection to each other is growing. Future-oriented organisations and brands move along and develop increasingly human characteristics: They become more personal, more sensitive, more responsible, more empathic and more vulnerable.
Boozed is constantly looking for inspiration from all kinds of disciplines to always remain "un trend" with our business operations, services and assortment. In this search we came into contact with the PIM Trend Report 2021. This report is based on the insights of the Futurise® trend model, developed on the basis of over 30 years of scientific research in collaboration with Ghent University. A concentrated preview from this report I would like to share with you in this item. You can apply for the white paper via the Platform Innovation in Marketing.
Based on the insights and lessons offered by the Futurise® trend model, a movement is visible as described in the trend report on the basis of six dominant societal themes. These six themes for this decade have an important need in common: the growing need for trust and connection.
1.Together strongly
The way we're together is changing. Over the past two and a half decades, the more souls, the more joyful they are, the more we will make our communities smaller. Being together is much more about security,
To seek security and intimacy from others. We retreat into smaller bubbles, together with like-minded ones and from the same values and beliefs. Moreover, we increasingly need to be useful; to be meaningful. This also differs from the open and more non-binding nature of the networks and communities of the past. It is foreseen that a brand will increasingly be the facilitator to contribute as consumers or citizens. Together, innovation of products and services is also important.
2.Naturity
Nature gives a sense of safety and peace. That's why we're looking for nature more and more and we're getting much more to our world. The latest interior trends are a good example. We rediscover nature as a huge source of inspiration; a resource with 3.8 billion years of experience. We also project our uncertainty about the future to nature and climate: We realize that changes are needed to keep the Earth alive and healthy, and we use all kinds of new technologies to improve nature. Can you as a brand help people to spend more time outside or to experience the outside feeling? Nature should also be used as an inspiration for processes and innovations.
3.Escapism
Because fear and uncertainty according to the trend model increase in the coming years, the urge to escape that pressure is also increasing.
The report notes that there is a period of relative fear and uncertainty. Brands should therefore ask themselves what activations or innovations they can offer to help consumers to reduce fear and thereby to enhance the feel-good feeling. From the report: Technology can play a role in this by adding additional experiences to reality. For example, Gamification is used to motivate staff or to make brand experiences accessible 24/7. What infinite possibilities do you dare to explore as a brand?
4.Fight
There is a special dynamic between a society that increasingly demands responsibility from companies and brands and between people and organisations who take on responsibility and fight for a better world.
This combative atmosphere leads to massive protests, both in the digital and physical world. This is increasingly forcing responsibility. Due to the strength of the crowds, it becomes increasingly difficult for brands and organizations to invisible or
maintain the background and not actively contribute to social and social issues and challenges.
5.Quality
The way people assess the quality of products, services, brands and organisations is going to change. People no longer settle for beautiful stories: They want to know what a brand actually does. With storytelling alone, brands don't get away. In order to gain confidence one seeks evidence, facts, transparency and authenticity. Where does the product come from, what exactly is it made of and what are the working conditions in the factory? Quality is also more and more about solidity and simplicity, because that makes things clear. Give insight into products and ambitions. Then everything can and does not have to be perfect. So? Be transparent and clear about the status quo and the concrete steps being taken. .
6.Attention
How does a brand get attention from the target audience in the future? An interesting question because the struggle for attention is increasing. People simply can't handle the enormous amount of information that comes to them. With all the consequences. Attention is becoming scarce and it is becoming increasingly selective. With standardised and automated attention, brands no longer emerge; Only with real human attention can you connect. Recognizing and recognizing whole specific or personal needs and reducing the distance between brand and
customer are needed to gain customer attention for you. But also think of . . . less is more . Consumers are increasingly willing to pay for the temporary expulsion of things. Think of JOMO, the noise cancelling headphones, the soundprint of restaurants and apps that help to focus. What can your brand mean when it comes to attention and focus?
A cool report to read and always nice to recognize elements that you already do as a brand, but more a source of inspiration to offer Boozed and the great companies and brands we work for in the coming period of experience that suits the needs of the target group.
