At our recent Breakfast Briefing, Richard Cope from Mintel introduced 7 key trends that will shape marketing in 2017.
1. The Sweet Hereafter
After Finland, Norway, Hungary and France, the UK is the latest European country to declare a sugar tax, signifying a growing challenge for European brands: namely how to deliver the future of sweetness going forward.
2. Airpocalypse Now
Air pollution is harming us right now and governments, brands and consumers are ready to respond. As postParis legislation kicks in and eco lobbyists push for further action, consumers will wise up to danger and start investing more in the kind of pollution protection products we see in China (including masks, air purifiers, beauty treatments and plants), whilst brands endeavour to be part of the solution, not the problem.
3. Ascending Africa
As one political trading union weakens, another rises. Africa’s rising GDP and improving infrastructure are making it an increasingly credible and powerful trading partner, dealing in everything from ancient grains and gourmet cocoa to fashion, films and comic books.
4. Cultural Social Responsibility
From a brand point of view, these initiatives offer an opportunity to tap into current feelings of nationalism in a positive and non-divisive way.
5. Right Here, Right Now
Aided in part by the rise in popularity of geolocation technology, we expect brands increasingly to help consumers decide what to buy, watch, do or eat based upon pending time frame from the next 30 minutes to the next 48 hours.
6. Seamless Spending
Growing consumer confidence in contactless payment systems will lead to a greater number of businesses embracing digital payments and more impulse purchases thanks to the financial fluidity they offer.
7. Talking Shop
As the software that powers platforms such as Snapchat, WhatsApp and Facebook
Messenger improves and becomes more nuanced, these forms of communication will mainstream in the customer service sector and we’ll see people increasingly speak to brands as easily and informally as they would with their friends.
Here is the full presentation:
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