Category: Trends

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We need to think about several phases of reaching the consumer: Start with awareness, evaluate, and move to bonding and advocacy. It depends on the level of development and your strategy for a specific country.

An e-commerce platform will give you an opportunity to focus on the evaluation and the buy. However, every single of these pillars is evolving, and their lines are getting blurred. For example, in China, there is no traditional ‘path’ – everything is faster, and the content needs to come to the consumer. We are moving from mass targeting to deep and sole targeting.

I think things will move most in terms of the experience. How can you give something intangible, such as the taste of the product, through a digital experience?

I think in the next couple of years, this is where we will provide something that is exciting. I don’t know which technologies would enable this, but I think it is something that has the potential to really influence the way consumers shop.

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If I’m thinking about the industry in which we operate, there are 2 factors that are the key reasons for success.

1.  One is – if a small innovator is providing a better or a different quality of a product, service, or a special feature, then they can apply premium positioning and pricing strategy.
2. On the other side, if they don’t have a better quality of a product or premium pricing, they tend to provide better convenience while shopping or while experiencing and using the product at a better price, which means a lower than the average product price in that category.

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Regions such as APAC are definitely moving stronger in quick commerce. Categories in quick commerce are more impulsive, while in e-commerce, they are more long-tail planned, the range is much wider. You would buy your television on e-commerce, but on quick commerce, you would go for a shorter delivery time.

So yes, the US and Europe are evolving into a more long-tail, wider approach, while

I do see Asia as always coming up with ideas first, testing them out, and then these trends move to Europe and US.

The US tends to pick it up faster than Europe, but this time with quick commerce, we see some European players picking up the concept slightly faster than the US. APAC is always first in discovering e-comm trends, and that’s why I am super excited to be in this location, at the heartbeat of the changes.

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The overall asset of engagement is made of emotions, so if you want to evoke emotions – don’t be scared to push the envelope and be creative. Things that relate to positive emotions are being sincere, honest, showing warm messaging with witty copies and images, footage of animals, depictions of sports and activities. Even more than this – talking about relevant topics and communicating that we as a brand stand against discrimination and racism to contribute to the cause in this way. Showing a variety of race and cultural diversity is the key.

The biggest takeaway for Black Lives Matter and COVID-19 posts is that they can be more impactful than emotional and supporting posts for brands.

Think about meaningful ways to address the crises in a less generic way and more humble, human, and relatable way to your audience. Emotional images can often be less personally relevant due to the use of generic photos, motivational quotes, etc. On the other hand, seasonal and tactical posts perform the worst in terms of emotions – they are the least innovative and most branded content encountered on social media. However, Seasonal and tactical offers are the easiest to understand, and Tactical posts have the long retention power explaining the rules of a giveaway or course of action that needs to take place.

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First of all, I think climate change has really become much more tangible. In the past, we’ve heard it as something that seemed a little bit fuzzy, a little bit vague, maybe something that would impact the next generation. It didn’t feel as real or here and now as it does today. Two big trends have emerged.

1. The first is urgency. People have a significant urgency to take action. We see this not only because people are seeing the good, cleaner air and skies, especially through the early days of lockdown, but also because they’re seeing the bad. I heard from so many consumer interviews that through COVID, it suddenly became very apparent to them how much trash they produce as an individual and a household. In the pre-COVID world, your trash on any given day would be spread between home and the office, school, restaurant, and gym, etc. And all of a sudden, we’re in lockdown, and every bit of trash you create is sitting in the kitchen trash bin – that was a very rude awakening for people, and it really helped drive an urgency to take action.
2. But the second trend is that consumers are feeling a little bit stuck. People just aren’t sure where to start, and that really helps us think about what we can do as a manufacturer to make sure it’s easy for people to be unstuck.