Giving is the New Receiving

As many brands turn to philanthropy and consumers assuage “fashion guilt” with items that offer percentage-based donations, having a cause-based element in the retail formula is smart business. When choosing between two brands of equal quality and price, 90% of U.S. shoppers are likely to switch to a cause branded product, according to a Cone Communications/Ebiquity Global CSR Study. (

Safe at home is a priority

The cocooning trend, so named by Faith Popcorn back in the 1980s, will take a 21st century twist as the uncertainties of contemporary life drive people back home into “comfort-first sanctuaries that can provide respite from an increasingly uncertain world,” predicts Canvas8. (

Digital and physical shopping converge

Shoppers still want the benefits of touching, feeling and experiencing shopping in the real-world, even while digital appeals for its greater access and convenience. This presents a wonderful opportunity to partner with brands who are already advertising online and growing their share of market. For fragrance brands, the retailer is often the location where a sale that began through digital communication is closed. (

Be real. Make connections.


The overarching theme emerging in these trends is the need for brands to make it real in 2019. Retailers need a deep understanding of their customers, not just as consumers to extract more money from, but people with a diversity of needs that cuts across all aspects of their lives. (


Legislative Brands


Frustrated consumers will become legislative brands- influencing policy by supporting brands their beliefs align with. The following statistics show that consumers will continue to link their shopping decisions to corporate values ( :
  • 87% of consumers said they’d purchase a product because a company was advocating for an issue they cared about (Cone Communications, 2017);
  • 75% would refuse to purchase a product if they found out a company supported an issue contrary to their beliefs (Cone Communications, 2017);
  • 86% of consumers want brands to take a stand on social issues (Shelton Group, June 2018).