trendwatching.com's BRAND SACRIFICE
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Transcript of trendwatching.com's BRAND SACRIFICE
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BRAND SACRIFICEOne powerful question for brands to answer in 2015: what are you prepared to SACRIFICE?
GLOBAL TREND BRIEFING
OCTOBER 2014
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Okay, that’s a simplification of a complex issue.
But when it comes to making the world a better place, many
consumers are setting a more stringent standard for brands
than they are for themselves.
And let’s face it, given decades of unethical operations, rampant
pollution, disinformation and more, brands deserve it. After all,
many brands have worked extremely hard to create many of the
behaviors and lifestyle choices that well-meaning consumers
are now finding so hard to change.
Consumers don’t want to make the world a better place.
They want brands to do that for them ;)
BRAND SACRIFICE 2www.trendwatching.com/trends/brand-sacrifice
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In a global survey of 30,000 consumers,
72% of people said that business is failing to
take care of the planet and society as a whole.
ACCENTURE & HAVAS MEDIA, JUNE 2014
BRAND SACRIFICE 3www.trendwatching.com/trends/brand-sacrifice
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The situation now? Endless brand sustainability initiatives and
CSR-speak; endless consumer skepticism.
The only meaningful path left for brands is to stop talking
and act. One powerful form of action that will rise to the top
of the consumer agenda in 2015? Real, constructive, painful
SACRIFICES.
Because the message from many of these consumers will be
‘do as I say, not as I do’.
Sounds unfair? Who said consumers had to be fair?
Still, if you take some time to understand the epic force driving
this trend, you’ll understand why consumers are acting
this way...
What are you prepared to SACRIFICE?
The powerful question consumers will be
asking brands in 2015.
BRAND SACRIFICE 4www.trendwatching.com/trends/brand-sacrifice
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In the pursuit of the nirvana that is
GUILT-FREE CONSUMPTION, consumers are
looking for brands to make SACRIFICES
(so they don’t have to).
BRAND SACRIFICE 5www.trendwatching.com/trends/brand-sacrifice
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SACRIFICES aren’t easy.
WHY?
We know plenty of consumers agree that it would be good for
the planet if we all flew a little less. But how many consumers
are really stopping flying? (How many flights have you
SACRIFICED this year? ;)
The US Department of Transportation reported domestic routes
were 87.4% full in June 2014 – a new monthly record, while the
IATA reported global passenger demand had increased 5.9% in
the year to date vs. the comparable period in 2013.
Because while some consumers are actively making
SACRIFICES of their own, many more crave a new kind of
consumption: one that allows continued indulgence without
guilt over negative impacts on SELF, SOCIETY or the PLANET.
In fact, they’re downright painful!
BRAND SACRIFICE 6www.trendwatching.com/trends/brand-sacrifice
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The easiest and most desirable way for
consumers to assuage (or obliterate!)
their guilt?
For brands to make visible, meaningful
and constructive SACRIFICES: of products,
processes, attention and opportunities.
BRAND SACRIFICE 7www.trendwatching.com/trends/brand-sacrifice
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SACRIFICING FOR THE SELF
FEATURED INNOVATIONS
See how these brands and businesses are SACRIFICING to reduce negative impacts on consumer wellbeing.
BRAND SACRIFICE 9www.trendwatching.com/trends/brand-sacrifice
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FEATURED INNOVATIONS: SACRIFICING FOR THE SELF
CVSUS drugstore chain stops selling tobacco products
BRAND SACRIFICE 10www.trendwatching.com/trends/brand-sacrifice
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FEATURED INNOVATIONS: SACRIFICING FOR THE SELF
TescoUK supermarket removes checkout candy
BRAND SACRIFICE 11www.trendwatching.com/trends/brand-sacrifice
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FEATURED INNOVATIONS: SACRIFICING FOR THE SELF
SubwaySandwich chain removes potentially harmful chemical from its bread in the US
BRAND SACRIFICE 12www.trendwatching.com/trends/brand-sacrifice
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SACRIFICING FOR SOCIETY
FEATURED INNOVATIONS
See how these brands are making sacrifices to reduce negative impacts on society.
BRAND SACRIFICE 13www.trendwatching.com/trends/brand-sacrifice
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FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY
IntelChip maker stops using minerals from conflict zones
BRAND SACRIFICE 14www.trendwatching.com/trends/brand-sacrifice
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FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY
GuinnessDrinks brand pulls out of NY’s St. Patrick’s Day parade over LGBT participation exclusion
BRAND SACRIFICE 15www.trendwatching.com/trends/brand-sacrifice
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FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY
AppleCEO claims that consumer privacy is protected because company profits from device sales rather than advertising
BRAND SACRIFICE 16www.trendwatching.com/trends/brand-sacrifice
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SACRIFICING FOR THE PLANET
FEATURED INNOVATIONS
See how these brands are making SACRIFICES to reduce negative impacts on the planet.
BRAND SACRIFICE 17www.trendwatching.com/trends/brand-sacrifice
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FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET
TeslaUS electric car manufacturer won’t enforce its patents
BRAND SACRIFICE 18www.trendwatching.com/trends/brand-sacrifice
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FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET
STA TravelUK travel company says no to the unethical treatment of animals
BRAND SACRIFICE 19www.trendwatching.com/trends/brand-sacrifice
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FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET
H&M, Forever 21, Topshop, ASOS & moreFashion retailers stop selling angora wool products
BRAND SACRIFICE 20www.trendwatching.com/trends/brand-sacrifice
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NEXTSo what is your brand prepared to SACRIFICE?
BRAND SACRIFICE 21www.trendwatching.com/trends/brand-sacrifice
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Time for a SACRIFICE audit?Want to apply this trend? Start with an
A-Z audit of your organization intended
to identify potential SACRIFICES.
Remember, SACRIFICES should be
constructive, not purely cosmetic.
That means they’re going to hurt.
Need more tips? Keep reading for a step-
by-step checklist to run with...
NEXT
BRAND SACRIFICE 22www.trendwatching.com/trends/brand-sacrifice
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1. SACRIFICE something you sell.One crystal clear kind of SACRIFICE?
Stop selling something that’s causing
harm to consumers, society at large,
or the planet.
See how Tesco are to stop selling candy
at checkouts, citing consumer health as
the reason.
NEXT
BRAND SACRIFICE 23www.trendwatching.com/trends/brand-sacrifice
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2. SACRIFICE something you do.Another key type of BRAND SACRIFICE?
Stop or change some aspect of your
process in the name of SELF, SOCIETY
or the PLANET.
See how Intel stopped using minerals
from conflict zones.
NEXT
BRAND SACRIFICE 24www.trendwatching.com/trends/brand-sacrifice
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3. SACRIFICE something you have.SACRIFICES can also be about giving up
something you hold dear (and that has
significant value), for the greater good.
Witness how Tesla ‘gave up’ their
intellectual property despite knowing that
doing so may empower competitors.
NEXT
BRAND SACRIFICE 25www.trendwatching.com/trends/brand-sacrifice
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4. SACRIFICE attention.A less tangible form of SACRIFICE, but
one that can speak volumes about who
you are.
SACRIFICE attention because you think
the platform – or others standing on it –
are causing negative impacts.
NEXT
BRAND SACRIFICE 26www.trendwatching.com/trends/brand-sacrifice
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BRAND SACRIFICE 27www.trendwatching.com/trends/brand-sacrifice
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PAUL BACKMANChief Client [email protected]
ABoUt UsEstablished in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts
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