Consumer sentiment changes every hour of every day. Knowing what customers are thinking is the key to making good decisions for your brand. Here are the top stories affecting consumers this week. Keeping your finger on the pulse, made easy.
Are you preparing for the dawn of a plastic-free world?
It’s hard to shake the feeling that the plastic we’re so reliant on needs to go. Whether it’s saying no to plastic straws in the pub, or realising you now take bags to the supermarket out of habit, more and more we’re aware of reducing our plastic consumption. Widespread pledges by supermarkets, and heavy news coverage of David Attenborough’s plea, have turned up the pressure on businesses all over to adapt.
It’s crucial that you’re thinking now about how you can adapt your supply chain so that it doesn’t involve as much (or any) plastic. Not only do you need to be in line with consumer sentiment, but you need to get ahead of any government bans. RPC Group—a plastic packaging firm—are in talks over buyout offers this week. With shares down 6.5% due to the uncertainty over plastic’s future, it’s a sign that everyone needs to be prepared for a new age.
Who wants what from their tech?
The world of technology is constantly splitting off from itself and redefining. The latest branch of the industry looks to be 5G, and BT are hoping to be the first to launch in this space. The telecoms giant is starting a trial spanning from Shoreditch to St Paul’s, where they will connect five businesses and five homes to speeds of over 1Gbps (otherwise known as the hyper quick “gigabit speeds”).
Meanwhile Nokia are throwing it back to the 90s with the relaunch of their old classics. While their new 'old phones' have updated technology (4G connectivity, an app store, and pre-installed Facebook), they also have old favourites features (namely Snake, and a whopping 25 days of battery life).
Two markets are emerging: early adopters keen to have the very best tech available; and people who feel tech has evolved enough. The industry stretches further than ever before—from people willing to pay £800 for a new Samsung, to those who want a £70 revamped Nokia brick. If you operate in this space, be sure to explore which segments you need to be targeting.
Are your dreams big enough?
Nike wants you to stop asking, ‘are your dreams crazy?’ and start asking, “are your dreams crazy enough?’ Their latest ad boasts their signature ‘dream big’ attitude and featuring Colin Kaepernick. Kaepernick who started the #TakeAKnee movement in support of Black Rights Matter, kneeling during the national anthem played before NFL games, has paid a huge career price for his activism. One of the best quarterbacks in the country, he’s been unable to land a contract with any team leading to a feeling that he is being blackballed for having been vocal about equality.
Nike, though, are putting him (and his views) front and centre, and using his story to say: believe in something, even if it means sacrificing everything. Though the ad has attracted venom from Kaepernick’s haters (namely Donald Trump), sales have soared by 31% since its release. Clearly, crazy can be a good thing.
How can we make sober October work for us?
Sober October is around the corner, and is likely to be bigger than ever. In just one year since they went mainstream, low-alcohol drinks have smashed it with more health-conscious consumers. The Department of Health have released documents documenting a rise of 20.5% in the sale of non-alcoholic and low-alcohol drinks. In the same 12 month period, sales of high-strength beers dropped by 12%. It’s a symptom of an ongoing trend: over the past decade young people are drinking less and less.
With ‘Go Sober for October’ campaigns springing up—and Dry January not far off either—it’s a good time to think about whether your brand can tap into the growing preference of tracking our health, eating and drinking more nutritious things, and staying in for a chilled night rather than heading out on the town. In the same way that Domino’s boomed during the recession, when people stopped going to restaurants, could you find a new niche in these more relaxed, less inebriated consumers?
If you want to launch a survey about any of these, or other current issues, just log in to your Attest dashboard and launch a survey to find out what real people are thinking right now.