Sub-trend : Good Causes Give a school uniform for every tie bought, USA Clean water donated for every bottle of wine sold, USA Velvet re-plants trees for every one used, GB
Sub-trend : Good Causes Making a tangible difference to good causes An ever increasing number of good causes fight for people s support, and with a crowded landscape comes ever growing scepticism of the true benefits delivered. More and more products offer a simple, direct and tangible way to make a difference, by donating to a specific cause where the real outcome is transparent to the consumer. Give a school uniform for every tie bought, USA FIGS is a California-based tie maker that donates a school uniform to an African child for every purchase on its site. Buying school uniforms is a real problem in parts of Africa, where they are too expensive for many people but are a prerequisite for attending school, meaning that many children go uneducated. To go some way to answer that problem, FIGS donates a uniform for every piece of neckwear sold, focusing initially on 105 schools in Kenya and Tanzania. Clean water donated for every bottle of wine sold, USA CellarThief is an online wine vendor that donates 100 days worth of clean water to countries in need for every bottle of wine sold from their site. All wines are hand-picked from world-class wineries and CellarThief presents the story of each vintage as well as suggestions for food pairings. Interestingly, the company has partnered with Charity : Water to provide clean water to those who need it, and in addition to donating with every sale the company also donates extra every time a wine sells out. Velvet replants trees for every one used, GB Velvet commits to replanting three trees for every one that s used to make their toilet roll. Their passion for planting more trees than they use extends to a partnership with the Trees for Cities campaign, which allow consumers to vote for where the trees are planted. The winning GB area with the most votes benefits from a planting programme in their area that may include creating an edible playground or a community orchard. Can you partner with causes that tie-in with your products and appeal to your consumers? How can you offer your consumers tangible positive impacts in return for buying your products? Are there ways you can make the causes feel real or even close-to-home for your consumers? Are there guarantees you can offer around how the cause benefits?
Sub-trend : Pure and Fresh Fresh and healthy vending machines, US Purified water on-the-go, UK Healthier juice drinks, UK
Sub-trend : Pure and Fresh Help consumers to access fresh products on-the-go Health continues to be a priority for consumers, and finding solutions that keep people healthy while they re on-the-go is increasingly important. Consumers want to be health y throughout the day whatever they re doing, and convenient solutions that facilitate this are proliferating. Fresh and healthy vending machines, US Fresh Vending machines gives customers convenient access to a range of fresh and healthy products. These include organic juice drinks, granola bars, and fresh fruit yogurt. A convenient way for consumers to access healthy food while they re on-the-go. Purified water on-the-go, UK The newly designed portable water bottle filters water using ultraviolet light and unlike traditional chlorine or iodine tabs, doesn t alter the taste. The bottle first filters particles from the water, then uses ultraviolet light to kill 99.9% of bacteria and viruses, all within two minutes. Healthier juice drinks, UK Ribena Juiced Up is a healthier juice-based product containing 85% natural fruit juices. It is packaged in 180ml wedge-shaped Tetra cartons, and provides one of the recommended five a day portions of fruit and vegetables. It is a much healthier drink option than other diluted drinks, and is even being launched in schools. It offers two flavours of Apple & Blackcurrant and Raspberry. How can you bring more portable formats to healthy food and drink products? Are there new packaging solutions that can enable health products to be consumed on-the-go? Can you place your products in situations where on-the-go consumers will want to access them on the daily path?
Sub-trend : Just Right for Me Pre-order toiletries and entertainment before you arrive, Dubai Custom made chocolate bars, Germany Personalize your pillows, Global
Sub-trend : Just right for me Help to make customisation as easy as possible for your consumers Customising products so that they suit individual needs continues to be a strong consumer desire. Brands are increasingly doing the hard work involved in personalisation via online platforms, which allows consumers to create products that suit them from the comfort of their own home. Pre-order toiletries and entertainment before you arrive, Dubai The Jumeirah Hotel offers the opportunity for guests to pre-order specific toiletries, including sunscreen and toothpaste or entertainment options for your room before you arrive. The service makes a hotel stay much more comfortable and helps the traveller feel like they going from home to home. Custom made chocolate bars, Germany Chocri offers customers the experience to personalise their chocolate bars on their website. Customers can choose the type of chocolate they want, whether it be white, milk, dark or even strawberry chocolate and the range of ingredients they want in it. The ingredients can include nuts, fruits, confections and spices. Once the chocolate bar is designed, customers have the opportunity to personalise it with a designed name to be printed on the label. Personalise your pillows, Global Hotels.com lets customers personalise their own pillow cases with pictures submitted via their website. Pictures can be of your partner, your pet, or even George Clooney, so you can have that printed picture in the pillow next to you when you sleep. In that way, you can bring your favourite people with you wherever you go, and won t miss them no matter how long you ve been gone. How can you give your consumers the opportunity to personalise products in advance of receiving them? Are there technologies that you could use to help reach consumers in this way? Can you save consumers preferences so they feel looked after and don t have to re-select items / ingredients every time they buy them?