MANILA, PHILIPPINES – Back when we only had TV, radio, and billboards, we never knew what was trendy unless Claudine Barretto or Jolina Magdangal said it was so. At the time, we thought that having fair skin was alright or that a straight, black hair was the standard. Since these TV commercials were fleeting and were forgotten as soon as our favorite teleseryes were back on, we didn’t always remember to talk about it when we meet up with friends. Besides, there were more pressing matters to catch up on – like our new crush or our new favorite boy band – instead of dissecting and overanalyzing Rejoice’s newest ad. But now that we have all the social media networks and messaging apps in the world to get caught up on what’s happening in each other’s lives, we’ve managed to find the time to be critical about what we see, hear, read, and most especially, buy. We now know that being morena is beautiful or that curly hair really looks cute on us, too, and no one can tell us otherwise. AdSpark Intelligence created a Thought Sparker report called "Shift Happens", which looks deeper into this new generation of conscious consumers and how they’ve shifted from being passive receptacles of information to active participants in shaping today’s trends. The findings are based on online behavioral data extracted from publicly available content and mentions on various platforms such as social media, news, blogs, and forums. Here, they’ve identified what they called “trendicators” or the factors that make and sustain a trend which is more important to keep in mind than the ever-changing trend itself. The gist of it is pretty obvious but many brands still tend to forget these essential things to look out for when talking to consumers. Learn to embrace – and cater to – nuances Ever since we came out of our TV boxes and moved to the internet without borders, we’ve discovered the many ways in which we are unique. We started to learn more about ourselves from other people we resonate with. We’ve come to develop our own choices based on what we want and not just what the advertisements tell us to want. With the rise of the individual, we’ve also learned to love our quirks and it has translated in what we eat, wear, or choose to be seen doing or carrying around. And the brand who understands and knows how to cater to these nuances will reap its rewards. Based on the report, this is where targeted marketing comes into play. Instead of saying this cream is good for your skin, Google search trends show that people want to know if this cream is oil or water-based and will it be good for my oily to combination skin? And while they look for hyper-targeted solutions to specific needs, consumers also want to be able to “pick and mix” products themselves which they think will best fit their needs and their budget. Thus, the DIY culture. Take the 10-step Korean skincare routine phenomenon, for example. We know that we need an oil cleanser, foaming cleanser, toner, essence, emulsion, serum, sheet mask, eye cream, moisturizer, and sunscreen. But it’s up to us whether we’ll stick to the famous Korean brands or whip up a more affordable arsenal of drugstore products as long as it does the job. So, if your brand can constantly give consumers the guidance they need as well as the freedom to take matters into their own hands, you can ride any fad and last even after the tide. Stand for something and stand by it In this age of “wokeness”, a brand can no longer afford to be tone-deaf. If you’re a new brand who’s launching a clothing line, people would want to know if your materials are locally and sustainably-sourced or if you’re providing livelihood to the less fortunate because if you’re not, then what’s the point? Or if you’re an age-old brand, what are you doing to break bad habits and make more sustainable ones? Consumers are now aware that every choice we make has an impact – on the planet, on other sentient beings, on our fellow humans – and they want to be able to do something about it. One way is by choosing to associate themselves with brands whose values are aligned with theirs. But it doesn’t just stop at being woke. The report shows that brands must practice what they preach, or face the (social media) consequences. Since consumers have become very demanding and powerful because of social media, a brand’s reputation can easily be tainted by a single viral post on Facebook or Twitter. So, if your brand claims to be doing efforts to reduce its carbon footprint, make it visible, tangible, and immersive. Foodpanda, for example, launched an opt-out/in cutlery service to reduce single-use plastic consumption. It’s embedded in the ordering process and consumers can immediately take part in the initiative. Nowadays, the real value of a brand goes beyond its premium quality products and more on how authentic, sustainable, and ethical it is. The consumers are now their own endorsers Celebrities used to start trends but now it’s the ordinary people who do. Their brand of uniqueness is what catapults them to fame and it’s the new wave of celebrities – the influencers – who follow them. Think Dante Gulapa and Mimiyuuuh. They weren’t celebrities to begin with but because of their wit and charm that translates to their engaging content, they, too, became celebrities thanks to the people who followed and supported them. The model is like this in so many little but significant ways. Because everyone has access to social media and has the ability to create their own content, they share the activities they do, the food they eat, the things they buy and what they think about all of those. They may not be able to influence the majority but they can at least influence their circle of friends and family. And because of how algorithms work, this minuscule influence can find its way to friends of family and friends of friends. It’s a snowball effect. And sometimes what consumers hear from their aunt is more valuable to them than what they hear from their idols. At least they know that their aunt has their welfare in mind. Does Alex Gonzaga do, too? It’s not to say you should drop your ambassadors. A lot of people still do “stan” them. But to just listen more closely to what the consumers are saying instead of hiding behind a famous celebrity. So, what does this all mean for brands? To stay relevant means to understand why a trend is a trend instead of just riding it. This way, your brand can enjoy the benefits of a trend while being able to satisfy the demands of your customers. A win-win situation for all. Read the full report here.
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