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 acause brandedproduct, according to a Cone Communications/Ebiquity Global CSR Study. (accessoriesmag.com)
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. (Forbes.com)
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. (forbes.com)
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. (forbes.com)
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 (markgrowth.com) :
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).