June 7, 2022
Qiana Graham
Communications Strategist

It's time to Pivot - Consumer Insight 3

SHARED VALUES: PEOPLE SEEKING NICHE COMMUNITIES

Much like global connectivity via the internet-formed communities in the early 2000s, today the pandemic has once again fundamentally altered how we connect. People have been forced to take the time to think deeply about the meaning of life – what and who is important.

Being apart created opportunities to come together in crucial alternative digital spaces. The Irish youth mental health organization Jigsaw1 saw traffic to its one-to-one live chats and group chat rooms soar by 400% in 2020.2 And in the U.S., 43% of people under 30 felt large social networks like Facebook and Instagram have “too many people on them.”3

Because of this, many strong relationships became fragile, as tension or illness among family, neighbors, coworkers, and even strangers took their toll. This separation created opportunities for alternative digital spaces to come together, prompting more micro-communities to form where people could connect on a more nuanced level. Meanwhile, all of these micro-communities have created new audiences to address.

As a brand, success is no longer being something for everyone, but being everything to someone. Brands must tap into these new connections by reorganizing their consumer research to be more distinct or by pulling their brands and product portfolios apart to ensure each is serving a distinct, consumer- meaningful role in their category.

GIVE NOSTALGIA A REBOOT.

Nostalgia has become more meaningful for those reconnecting with people from their past, and brands should take the hint by looking back into their archives to reboot traditional brand values. For example, Pizza Hut4 recreated a nostalgic pizza parlor gaming experience at customers’ own kitchen tables, by integrating an AR version of PacMan in the pizza box.

HUMANIZE YOUR BRAND.

Faces and people add a literal personality to packaging. Consider adding illustrations or lifelike artwork that captures the person behind the brand as a spokesperson or representative, like the Brooklyn-based The Matzo Project5 did when they introduced their matzo bites using an illustrated Jewish grandmother as the spokesperson on every package.

PARTNER WITH THE COMMUNITY.

Partnerships with local communities bring a sense of belonging to your product. For example, REI’s Gateway stores6 provide knowledge and support to hiking/outdoor activity enthusiasts in certain areas.

REPRESENT INDIVIDUALISM AUTHENTICALLY.

Be more selective about how you represent individualism in an authentic way. Look how a recent Old Navy holiday campaign celebrated ALL-idays, as they wanted to “playfully demonstrate that there’s no one way to celebrate the holidays.”7 Brands are also fusing cultural tradition with modern American sensibilities, like NYC streetwear label Dawang whose mission statement says they are “inspired by traditional Chinese fashion, without any costumey gimmicks”.

At RDG, we will help connect consumer insights and be at the forefront of the consumer mindset evolution. Armed with this knowledge and a top-of-the-line team, we will work to elevate your brand above and beyond the competition by helping you pivot your brand toward the right audience, every time.

1thejournal.ie, Anxiety and Psychological Distress 09.2020

2Stylus 2021

3zackagency.com, Decoding Youth Identity in the Social Age 02.2020

4pizzahut.com/pizza, Pizza Hut Serves Up ‘Newstalgia’ with Campaign… 03.2021

5matzoproject.com

6iands.design, This New REI Concept is the Next Evolution in Experiential Retail 10.2020

7globenewswire.com, Old Navy Celebrates Inclusivity this Holiday Season with ALL-idays Campaign 09.2021