2019 approaches and with it, new trends arise. And it’s time to dream less and do more!
How these trends will change our way of thinking ?
How these trends will change the way we communicate and build our communication plans ?
Based on the last study of Future Laboratory 2019 Forecast report (a renowned London based trends intelligence, strategic research and innovation laboratory), MEDIA DREAMS elaborated a marketing and communication trends plan for its customers for the year to come. Not a mandatory way to follow, but more a sort of flexible guidelines to be in sync with the trends that will emerge in the coming months.
Let’s have a look at the big trends path that will guide us, (and you !) for the next months. We are glad to share our vision with you…
Environment and Gender Fluidity. More than Ever a priority…
This year, it seems that environmental concern is on the customers’ minds more than ever. People are trying to find solutions to overproduction by making sustainable clothes for example or by producing only on-demand.
In line with 2018, 2019 is once again the year of acceptance as brands make more “gender fluid” products and take in consideration the LGBT community. Customers are also more inclined to accept their imperfections and assume them.
Beauty brands will try to propose products that are less corrosive for the skin and healthier for their customers.
While diversity and inclusion will be celebrated in 2019, individuality will also arise as brands with the help of technology and data recollection will provide unique customer experiences and answers to their specific needs.
Last but not least, 2019 may be the year of quality. Quality over quantity will be a moto for this year to come.
Customers seem to pay more attention to the provenance, the quality of the products for social and health-related reasons. They are inclined to pay a bigger price for a meaningful experience rather than for low-quality products. They want to feel like the brands hear their concern. The brands have understood it and try to pay more attention in creating ergonomic shopping environment, in producing nutritive but also tasty food. The objective is to create a remarkable experience as well as fulfilling the customers’ needs.
Caring and empowerment
As a communication agency, MEDIA DREAMS can only recommend that your business align (and take advantages) with the great trends of 2019. Both in your strategies and in your communication mindset. It’s not just a question to know how to communicate differently but more, how to think differently and communicate it.
As stated before, health, social and environmental issue will be on the customer’s mind during the consideration phase of his/her journey. You must convey to your customers that you are keeping those important issues in mind in your communication.
Buy Local. Act Global.
For example, collaborating with local businesses rather than huge companies and communicating as soon as you do so can have a huge positive impact on a brand’s image.
For example, a brand producing concrete may also want to reduce their carbon production by not overproducing and producing only what is necessary at a given moment. Sharing this action on the brand’s website and social media may have a positive impact on their customer and distinguish the brand from the overproducers.
In the same way, a clothing store can put forward local products and creators in their communication, showing that they do not stand by the brands seeking cheap workers at all costs. The definition of quality over quantity.
Positive communication
Communicating around these issues will make the customers feel like their concerns have been taken into consideration and that the brand cares about them.
Positive communication will play a key role in 2019.
When a brand posts about the benefits of one of their products or services, they must convey a feeling of empowerment to their customers. Your client must want to use your product because it makes them feel good and not because they absolutely need to. It is crucial to share this feeling in your strategy and communication.
A brand must provide meaningful and purpose-driven experiences to their customers and making them feel cared about and empowered are the first steps towards this path.
New Generation of customers: sacrifice of traditions, inclusion and personalized experiences
Gen Z is a generation that a business has to keep in mind when elaborating its strategies in 2019.
More than ever, your products must align with the issues and concerns of Gen Z, even if it means sacrificing some traditions. For example, the acceptance of diversity, which is one of the ideals Gen Z is fighting for, will be a key trend in 2019, as more brands tend to become more gender fluid. A business must include everybody while communicating.
Even if, by tradition, your business is women only, men and the LGBT+ community must not feel excluded. In your communication, only using feminine pronouns may not be wise. It will be more efficient to use a combination of feminine and masculine pronouns or more gender-neutral forms. Your brand must adapt to this new wave of customer that is taking diversity issues to heart.
While diversity will be a key trend in 2019, the need forindividual and personalized experiences will also grow. This new wave of customers wants to feel like brands are caring for each of their individual problems, and the digital is a perfect tool to help them.
Data can be used to research the shopping habits of your customers and provide them products, offers or promotions that will fit their profile, through e-mails or in real life.
Know better your customers
Knowing the profile of your audience will also helps a business develop services or products according to the customer’s needs. For example, if a brand does not have an app and, through analytics, they realize that a large part of their customers is browsing their website on mobile, they may want to consider developing an application in order to fill the needs of your customers.
With every year that passes, the drill is always the same. You must adapt your communication and strategies in order to stay as relevant as possible. Do not be afraid to take calculated risks!
All the team at MEDIA DREAMS wish you a magical End of Year period, and a wonderful and relevant new year 2019 in your communication. Please feel free to contact us about your marketing, storytelling and communication strategy, we will be glad to help you !