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?