Aussies want brands to stand for something that matters and to know there are more social groups than just Millennials, according to a new report.
Independent Aussie media agency The Media Store’s 2018 Trend Forecast details the top 10 trends for brand-consumer relationships this year.
Helen Karabassis (pictured above), head of research and insights at The Media Store, said 2018 is going to be a year without borders for true leading brands.
“Consumers expect so much more from the brands they buy from and are a lot more loyal if a brand shares the same values as they do,” she said.
“Australians are no longer interested in seeing #soblessed influencers tagging hundreds of brands through sponsored content.
“Consumers have shifted and want their favourite brands to be presented by real humans with real values that they can related to – aspiration is out, honesty is in.”
Other insights within the 2018 Trend Forecast include the visual companion to voice technology, creative disintermediation by brands wanting to own the customer relationship, and emerging esport opportunities.
Here are the 10 trends identified by The Media Store:
- Hyper-personalisation: the perpetually self-monitoring consumer is expecting brands to show they care by personalising the entire customer experience to meet their needs and dreams.
- Focus on the digital lens: voice-controlled devices are getting eyes to complement their ears. Embedded cameras will become platforms for personalisation and ‘point and learn’ search.
- Three’s a crowd: retailers beware – static loyalty programs are losing potency and brands are choosing to control the customer relationship directly.
- Making a ‘brandstand’: the world is in peak anxiety, so brands will offer consumers a safe haven – even if only to make them feel supported in a complicated world. Peace, diversity and health of the planet will come first.
- Native creators: move over Millennial snowflakes – the next generation of consumers is driven by their creative instincts and the need to make a difference.
- Democratised influence: the few gatekeepers will be overtaken by the many micro-influencers as consumers reach peak influencer fatigue. Consumers will be able to tell – and boycott – those brands who work purely in pay-to-play (#spon) influencer space.
- Power partnerships: heritage brands are partnering with start-ups to leverage innovation credentials and capture the attention of consumers who are constantly chasing the new.
- Esports fire up: esports leagues offer more than just passionate Millennial males. Loyal, highly engaged communities are mainstreaming and opening up for brands.
- AR steps forward: advances in AR tech meets the growing proliferation of mobile phones calibrated to supercharge the experience. Fuel creative creators, offer try before they buy reassurance, or use AR to draw a crowd IRL.
- Trust in the chain: bots and fraud are persistent concerns in adland. The transparent, unmodifiable nature of blockchain technology could be the trust tool we’ve been waiting for.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]