Before the digital age and the constant push of information in the palms of our hands how did we make good (healthy) choices every day?
How did the average person know about the importance of enough sleep; that sugar is the enemy; that those big words on the back of beauty products (laurel sulphate, etc.) are actually harmful chemicals that will be absorbed by your skin; that raw and natural foods are much better than processed; and the air (inside and outside) is full of pollutants?
It is fair to say that the daily stream of targeted, relevant information we get – delivered through rapidly evolving technology – has created an opportunity for brands. A new, open market exists for brands that recognise and tap into this trend of “betterment” and who can deliver a relevant response to key consumer needs.
From better health, to better knowledge and developing better skills – we all share in the basic human desire to improve ourselves. By tapping into these needs with a product/service that is unique and forward-thinking, brands can build on improving consumer loyalty and trust for the future.
In June 2018, Stella McCartney opened a flagship store in London, featuring an air filtration system guaranteed to remove 95% of airborne pollutants and traffic fumes . Pollution – as we all know – is not good for our lungs, our skin, or our general health. So essentially, raising awareness of pollutants through a retail store is allowing consumers to “better” themselves through knowledge and self-improvement.
On the same topic, the UK smart home accessory supplier Velux (windows, lights, roof windows, etc.) is educating consumers with an awareness campaign about the air quality inside people’s homes . The highly emotive campaign is labelled “The Indoor Generation”, leaving viewers guaranteed to walk away with a new appreciation of fresh air and avoiding burning candles indoors.
Many, many more brands are servicing this need for self-improvement across a variety of industries and sectors. From fitness brands and fashion labels to foods and beverages – even the homes we live in that are becoming “smart” and designed with our better health in mind. All share a common drive towards awareness and educating consumers, whilst selling products. Products that not only make us better, but are also deeply connected into the human desire to be better too.
This is surely an interesting trend to watch and to innovate from.
By Marietjie Muijs – Director of TPF Think