ELITRENDS: For You
In a world flooded with a deluge of novel products, services, and information, consumers are actively pursuing curation. While the demand for curation has existed for years, modern tools and technology provide consumers with the opportunity to delve into their interests, values, and even identities in ways constrained only by the limits of their imagination. This signifies that conventional mainstream culture holds little appeal to a significant portion of individuals, making the creation of a personalized and seamless formula crucial. The focal point now revolves around offering relevance-as-a-service. The guiding principle? One size fits one.
CASE 1 - CHOICE RELIEF
Taking control of choice-saturation
In August 2022, Spotify Advertising and easyJet joined forces to address the wanderlust-imbued individuals who sometimes feel a bit "wander-lost" when seeking their next travel adventure. Through easyJet's innovative Listen & Book tool, music enthusiasts can discover recommendations for their upcoming European getaways based on their musical preferences.
This collaboration directly targets those embarking on the purchasing journey without a clear idea of what they're seeking. Remarkably, 60% of consumers reveal that their priorities are in constant flux due to the ever-changing global landscape. However, what they do know is their desire for brands to guide them toward making the right choices.
Think: How can you guide consumers toward customized recommendations?
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CASE 2 - VALUE VENTURES
Personalization that goes deeper
In June 2022, Altinvest, Nigeria's inaugural ethical investment platform, was introduced by Sterling Alternative Finance. This innovative platform offers investment opportunities spanning sectors like agriculture and real estate, all designed to not only generate wealth for investors but also foster economic endeavors that prioritize inclusion, growth, and development.
When a product is firmly rooted in purpose, it opens doors to profound personalization, enhancing brand resonance by aligning with fundamental values and ideals. This holds significance because a substantial 79% of individuals worldwide express their commitment to patronizing brands that harmonize with their individual values.
Think: How will you provide choice curation that moves beyond the superficial?
CASE 3 - CURATED IDENTITIES
Helping consumers curate themselves
In April 2022, adidas Originals joined forces with Ready Player Me to pioneer personality-driven AI-generated avatar formation. By responding to inquiries concerning their personality and style, users can construct a digital representation of themselves, transferrable to various avatar platforms. Ready Player Me boasts compatibility with over 1,500 metaverse applications and games, enhancing its versatility.
While the online realm has long facilitated self-identity construction, novel tools now offer almost boundless avenues for creation and curation. Consequently, it comes as no surprise that 2 in 5 members of Gen Z in the United States affirm that self-expression in the digital realm holds more significance than expressing themselves physically.
Think: How can your brand help people explore and communicate every aspect of their identity in virtual worlds?
Conclusion
In an era flooded with an overwhelming array of new offerings and information, the demand for curation has surged among consumers. While this trend has historical roots, modern technologies provide individuals with unprecedented opportunities to explore their interests, values, and identities in ways only constrained by imagination. This shift indicates that traditional mainstream culture is losing its grip on a substantial portion of the populace, making personalized and seamless experiences paramount. The new focus is on delivering relevance-as-a-service, with the principle that individualization takes precedence.
As consumers increasingly crave meaningful engagement, brands are tasked with facilitating personalized experiences that align with individual values, preferences, and aspirations. By adopting strategies that prioritize consumer empowerment and individuality, businesses can navigate the evolving landscape successfully and carve out lasting connections in an era of heightened curation.