Page 18 - Sensory Power - Chinese

TOWARDS

EXPERIENCES

THERE ARE SEVERAL
CONSUMER TRENDS THAT ARE
NOTHING SHORT OF GLOBAL
RIGHT NOW.

First, in an increasingly competitive One further trend, growing
world, many people are taking more exponentially with younger
control of their health; seeking less generations, is the desire for
processed, more natural diets that experiences over ‘stuff’. When most
provide higher levels of nourishment. product choices are already good,
those that can deliver an enhanced
Second, in an increasingly homogenised experience are likely to prosper.
world, desire for self-expression is
creating demand for products that How can brands respond to the rising
reinforce relevant social media expectation for experiences?
personas.
A great start is to create a more
Third, authenticity is becoming distinctive sensory signature that
mandatory - where origin, story and connects with consumers at a deeper,
craft are key. more meaningful level…

(See ‘Why Authenticity is a
Touchy-Feely, Sensory Thing’.)