I’m a big fan of trendwatching.com and their monthly series of Trend Briefings. Their latest, Flawsome, is no exception (especially as they readily admit that the moniker “is by far our most cringeworthy trend name.” Yep, I agree.)
The overall theme is not a new one but they note that four currents are now converging to make consumers more focused on brand attitude and behavior than ever before:
- Consumers’ disillusionment at corporate behavior has (finally) spilled over into outright disgust.
- Consumers are more and more aware that personality and profit can be compatible.
- Online culture is the culture, and inflexible, bland ‘corporate’ façades jar with consumers who live online where communication is immediate, open and raw.
- Last but not least: human nature dictates that people have a hard time genuinely connecting with, being close to, or really trusting other humans who (pretend to) have no weaknesses, flaws, or mistakes – don’t assume brands are any different.
They provide a ton of great examples so check it out. For anyone involved in the management of a brand, it’s a really good idea to remember these points.
Northampton Consulting 