3 Trends for Family Brands
Apr 20, 2021
Inspiration and direction for family brands in a post-pandemic world.
Using Mintel: ‘7 Trend Drivers accelerated by the pandemic – subtle yet profound shifts in consumer thinking and responses’
and Google ‘Rethinking Readiness’, 5 retail rends every marketer should know for the year ahead,
we bring you the most pertinent findings for brands targeting the family market following the Covid-19 pandemic.
1. PEOPLE WILL BE LOOKING FOR CONNECTION AND TO MAKE A DIFFERENCE
We are coming together in like-minded communities in order to connect with and support each other. To belong, unite over a common purpose. Loneliness is now an acknowledged state and 41% of us feel more connected to our neighbours than ever.
Google found searches for ‘Near Me’ intensified throughout the year as consumers were driven towards convenience and to support hard hit businesses local to them.
Activism is on the rise, supporting causes and brands we believe in. We are using new technology and forming virtual communities to make our voices heard as we push for equity, agency and rights.
2. WELLBEING HAS TAKEN ON NEW MEANING
We are experiencing a new type of gratitude for what it means to have a healthy body.
Mintel predicts: ‘Wellbeing has traditionally focused on the ‘why’ factor or a tangible end goal. The end goal for working out once revolved solely around weight loss. Now, the desire for working out is multifaceted.
A return to a mindset where being active and talking mental breaks feels more like a curious adventure and playtime rather than hard work. For children, every new experience is unknowingly an education, and adults lose that mindset.’
The conversation around mental health is gradually changing. It’s predicted more people will turn back to nature for inspiration and relaxation as opposed to prescription products.
3. PEOPLE ARE RETURNING TO MORE MEANINGFUL AND SUSTAINABLE LIVING
Consumers are seeking a return to the essentials, with a shift towards finding value through affordability, convenience and protection. This results-driven lens hones in on durability, flexibility of use and efficacy.
Google has seen a rise in search interest for terms such as ‘best’ and ‘promo-code’ and in the later stage of the purchase journey ‘[retailer name] + discount’
The pandemic boosted our skills of self-sufficiency, resulting in a greater sense of pride while subtly but significantly shifting awareness of our relationship with the spaces in which we live.
Mintel predicts our ‘consciousness of sustainability will evolve beyond recycling and carbon emissions into a more holistic, longer-term view.’
Google found consumers are increasingly aware of who they are buying from with search interest increasing for terms such as ‘black owned business’ and ‘sustainability’.
A drive for ‘eco-friendly’ alternatives is being noted particularly in the baby market where parents are often aware of the environmental impact of bringing a child into the world. The Grocer recently reported on the growth of challenger brands with specific claims on sustainability and nutrition stealing incremental sales from the ‘big’ names.
SO WHAT IS THE OPPORTUNITY FOR BRANDS AND BUSINESS?
Become partners with local communities rather than just selling to them. Create platforms to enable your customers to help each other.
Provide clarity in your brand values and guiding principles. Build trust through transparency. Be honest with mistakes and bring your customers along on the journey to create systems that prevent them from happening again.
Brands have the power to shift the wellbeing conversation away from aesthetics and body image. Determine where your brand fits into the wellbeing narrative. Mintel suggests brands offer support, connection, guidance and solutions to drive an emotional bond. They celebrate customers, their heritage, values and lifestyles and ‘remind them of the value in their own internal curiosity and the power of trying something new.’
Google suggests brands should go beyond point-of-sale donations and rather give customers the option to donate reward programme points to local nonprofits.
Google reminds us that the search term “best” has far outpaced search interest for “cheap” and that “best,” can have a wide range of meanings, including value, quality, performance, or popularity, so it’s vital to keep reminding customers of your brand’s tangible benefits. While urging brands to consider the ‘power of free’ explaining: “As consumer expectations continue to be fluid, discounts won’t be the only consideration improved service, customer support, response time, and availability will be key across brands and product categories.”
Adding the suggestion to ‘nudge’ customers over the line by offering extra value for loyalty.
Mintel reminds us that key products will be those that save time, offer protection and decrease stress.
Support communities towards incremental better habits that combine for greater effect. Mintel predicts a shift of support to brands offering both sustainable products and ethical processes and solving how to make places feel cleaner and safer, reminding us that consumers will be looking for brands that help us reconnect with and improve the spaces in which we live.
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What is undeniable is that brands must show up, be visible across multiple digital touch points as consumers more actively research purchases online, provide clear information on products, availability and offers, and ensure that core brand values run as a strong theme throughout.
Vista uses the latest consumer intelligence to inform creative thinking for your organisation. We aim to future-proof your business by aligning with the changing consumer landscape and understand the macro shifts in society following the Covid-19 pandemic.
A recent study by CORQ, the digital trend forecasters, has highlighted the significant impact of creator partnerships on audience engagement, providing valuable insights for brands and PR professionals. At Vista Public Relations, we are dedicated to staying ahead of industry trends and insights to better serve our clients, so here we dive into the key findings of the study and their implications for the evolving landscape of brand communications and consumer engagement.
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