Branding
Tuesday January 5, 2021 By David Quintanilla
Are Consumers Ready For Brands Pedaling A ‘New Year, New Me’ Message? | Dieline


Are you prepared to start out your New Yr health regime? Lose the kilos that you simply piled on over the festive season? What about giving up alcohol for a month or going 100% plant-based? Stub out your final cigarette? 

After Christmas, the media are filled with tales and regimes designed to encourage us to show over a brand new leaf. And there are millions of merchandise, providers, and charities which might be able to capitalize on our good intentions.

However 2021 might feel and look somewhat totally different. The previous few months have been fairly powerful due to Covid-19, and we’re not all feeling as pushed as we did initially of 2020. A few of us have sought solace within the odd glass of pink or bar of chocolate in the course of the lengthy, lonely nights in lockdown—and we’re in no temper for somebody to put us on the New Yr naughty checklist. 

So how ought to manufacturers method this unprecedented interval? How can they make traction with their shopper base with out sounding inconsiderate, particularly after we may not be prepared for a “New Yr, New Me” ethos? We put these inquiries to consultants in model technique and design throughout a number of sectors, and right here’s what they stated.     

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Rowena Curlewis, CEO, Drinks Design Specialist at Denomination

The lockdown has had a noticeable impression on shoppers’ relationship with the drinks sector. These trusted manufacturers representing stability and reassurance have proved massively profitable, as individuals have been much less inclined to achieve for the most recent Instagrammable drink.

Manufacturers have to distance themselves from the concept that being good to your self means abstention and self-punishment. Why ought to veganism, for instance, be about what you may’t have? We see extra vegan wines come to market, however many nonetheless fall again on earthy design cues that appear extra suited to the Nineteen Seventies. Progressive manufacturers will use design as a method to speak with a wider demographic. Out with “lentil-y” considering and in with trendy cues that talk of a kinder, softer world.  

These manufacturers responding to the growing urge for food for gentle wines that style good whereas having minimal environmental impression will do properly, too. So, count on to see extra reduced-weight bottles and decrease ABVs, as they develop wines and their model identities in response to trendy desirous about wellbeing and sustainability. 

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Alex Moulton, Chief Artistic Officer, branding and design studio TROLLBÄCK+COMPANY

Manufacturers which might be dedicated to supporting our bodily and psychological wellbeing will likely be well-positioned in 2021, and but I count on that the everyday ‘New Yr, New You’ message received’t have the identical ring this January. 

Final yr’s resolutions have been clearly paused, together with all sense of normalcy. However we shouldn’t aspire to return to “regular.” We’re within the midst of a cultural transformation, and I encourage manufacturers to make use of this second to create a significant impression. 

Whereas working with environmentally accountable inside design specialist West Elm, we coined a phrase that guides their technique and appears distinctly acceptable for this dialogue: Wanting good + doing good = feeling good.

This easy thought is a robust framework to have interaction audiences with actions and messages that get to the center of the matter. As a result of in 2021, we simply wish to really feel good once more.

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Kat Towers, Head of Tradition, artistic design company LOVE 

Shoppers are rising from a decade of peak burnout—politically, socially, and economically. In some methods, the pandemic is the tip of the iceberg. 

Thrust into a brand new regular, lockdown reprogrammed many elements of our lives. Earlier than we got here to a grinding halt, hustle-culture dominated, the continuous hyper-productivity and fetishization of busyness. Manufacturers created the unrealistic expectation that we should always spend our free time refining ourselves bodily and intellectually.

Submit pandemic, shoppers are now not chasing the concept of perfection and are turning away from the relentless pursuit of being one of the best in the direction of being the happiest. January will nonetheless be a big time for communication as shoppers look to place 2020 behind them, however this yr has taught manufacturers that pivoting is crucial.

Pandemic isolation has left shoppers craving group, and types that harness this by creating areas for shoppers to attach, bodily and nearly, will win out. Wellness will wrap its arms across the poisonous world of well being and health. On-demand CBD will exchange skinny teas, and exercises will get accompanied by a component of leisure. Over the subsequent few years, enjoyment will turn into a political act towards the mechanism of capitalism—and the key phrase for manufacturers.

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Kate Fahie, Senior Strategist, artistic model company STORMBRANDS

Because the vaccination will get rolled out, manufacturers have a chance to replicate on how the previous yr has impacted individuals’s expectations and behaviors and, subsequently, model relevance and fairness. We might see a surge in hedonistic pursuits after being restricted for therefore lengthy. However extra probably, the advantages of a grounded life will stick with us. Manufacturers will want to ensure they’re chiming with their goal shopper’s temper.

And customarily, that temper is kinder, extra optimistic, and sincere. Many people have a brand new perspective on life. Being separated from household and pals has thrown into reduction simply how a lot all of that stuff issues. It has additionally revealed what we will stay with out. Relentless consumerism, the countless quest to be your fittest, best-looking, and most-successful self have now been changed by one thing extra introspective.

Most significantly, individuals’s BS detectors are on excessive alert. The spiraling of faux information all through the pandemic means belief will take time to re-establish. Proper now, it’s extra about empowerment and knowledge-sharing. Shoppers are demonstrating a extra measured method than earlier than, so it’s the agile manufacturers that perceive this and keep a dialogue with individuals on a significant stage that can come out on prime.



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