Platform Innovation in Marketing (PIM) will launch the 16e trend report. Theme of the report: the humanization of brands. Society is at a tipping point, the researchers note. Brands can no longer suffice with offering inspiration for a nicer life, but are challenged to actually contribute to a positive change in the world.
The 16e trend report published annually on behalf of Platform Innovation in Marketing, was written this time by Niels Hansen, Futurise® maestro at LUNAR Institute, Miriam Teoh-Wijers, (brand) strategy consultant and Matt van der Poel, partner & CXO at Fresh Forward. The researchers use the proprietary Futurise® trend model based on years of scientific studies and research from Ghent University. The report titled "The Humanization of Brands" describes six dominant themes for this decade and outlines the perspective for brands and marketers for each theme. The vision is complemented by a number of inspiring cases from home and abroad.
Tipping point: from self-confidence to fear
The report makes it clear that society is now at a particular turning point. Since the early 1990s, the world has been well described by words such as openness, creativity, experience, adventure and anti-authority. In the coming years, society will become a lot less free and open. The decade ahead of us is characterized by a different mindset, different norms and values, different behavior and different needs. This requires brands to be highly adaptable.
Niels Hansen: "We have discovered that the mental state of our society follows a fixed rhythm. During this cycle, which lasts about fifty years at a time, periods of self-confidence alternate with periods of anxiety. Right now we are at a tipping point and the first changes are already visible. Society is moving more and more; the demonstrations of recent times are a telling example. At the same time, for example, we are becoming increasingly emotional and irrational, and we are more often looking for new forms to escape the serious reality and pressure of the performance society.'
Brands, take responsibility
'In the past decade, brands inspired their customers from freedom, fun and rebellion for a more beautiful, fun and better life,' said Miriam Teoh-Wijers. 'Now the role of brands is evolving towards creating real value through the impact of their actions. Society demands more and more responsibility, brands are challenged to push the world to make positive change.'
Trend Fest Jan. 21: How brands can seize their new role
The report will be released on January 21, 2021 and will be presented by Niels and Miriam during the PIM Trend Fest. That day they will elaborate on the six themes of this decade and translate the conclusions of the report to the marketer's practice. How can you as a brand and marketer make the shift from inspiration to actually contributing to a positive impact on the world? A number of forerunners will also confide their best practices to the audience. Those interested can register via www.pimonline.nl/trendfest.
