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Contemporary Consumer and Brand Trends: Insights and Analysis

This document highlights a variety of contemporary consumer and brand trends, focusing on Polestar's own insights. The report covers real-time vs virtual experiences, the rise of apps for everything, partnerships and crowd-sourcing, green initiatives, the reclamation of traditional pursuits, DIY dreams, generous brands, and the power of moms in the consumer landscape.

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Contemporary Consumer and Brand Trends: Insights and Analysis

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  1. Introduction This document showcases a variety of contemporary consumer and brand trends. Polestar’s own insights are the main focus with a variety of sources used to highlight the points made, which are noted throughout the piece.

  2. Trends 1. Real Time, Real World, Real Life vs. Virtual 2. Apps for Everything 3. Partnerships and Crowd-Sourcing 4. Green 5. Traditional Pursuits Reclaimed 6. DIY Dreams 7. Generous Brands 8. Mum Power

  3. 1. Real Life beats Virtual world

  4. a) Increased clutter in Apps as brands all seek to offer something new. Becoming an expected part of brand’s activity – and increasingly important as a marketing channel, as user numbers increase for smart-phones 2. Apps for Everything b) Enabled consumers of the best apps use, rate, feedback and send them to other users . Hugely valuable crowd-sourcing opportunity for brands in a climate where iPad apps are growing 3x faster than iPhone Apps did. c) Mobile isn’t just about apps. 10.4 m UK consumers access the internet via mobile. There are 1.6bn bank accounts in the world but 4bn phones so financial transactions will drive use.

  5. b) Government enlisting the help of the public - crowd sourcing • c) Partnerships with other brands - trading off each other’s brand values and consumers a) Brands forming partnerships with consumers - ultimate brand involvement. An increase in crowd sourcing is made easier through social networking 3. Let’s Get Together: Partnerships & Crowd-Sourcing

  6. c) Consumers becoming more aware and conscious of the importance of ethics when making their purchases • b) Increasing levels of corporate acceptance & acknowledgement of the benefits (more than just for the planet) in doing so a) Despite the recession, Green is still a major trend and is continuing to gain momentum 4. Easier to be Green

  7. c) Women, especially are embracing a return to traditional pursuits but not at the expense of gender equality; negative connotations of them seem to have fallen away - they are no longer seen as old-fashioned • b) Nostalgia and a “return to the good old days” sentiment is a resounding theme too. There is a desire to return to perceptively simpler and happier times. a) Recession seems to have affected people’s attitudes to leisure pursuits as well. There is a definite “back to basics” theme present as traditional values are welcomed back. 5. Traditional pursuits reclaimed

  8. 6. DIY Dreams - A Continuing Trend

  9. 7. Generous Brands

  10. 8. Mum Power * TNS Digital Life Survey, 2009

  11. Real Time Trends don’t occur in isolation Crowd-sourcing Apps Societal changes Recession, rise in consumer confidence in the internet etc DIY Dreams Generous Brands Green Mums Traditional Pursuits

  12. For the full report or for more information contact:KiranKaur: kirank@polestarcommunications.comTelephone: +44 (0)207 089 6588Megan Butler: meganb@polestarcommunications.comTelephone: +44 (0)207 089 6589

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