Canvas8 contributed to The Brand Network’s Trends & Insights Digest Vol.8, as part of an ongoing partnership with the company. The Brand Network is an exclusive members club featuring many of the UK’s strongest established and emerging brands. It hosts guest-list only events for senior executives from its member brands, aimed at providing members with information, insights and inspiration. In the report, we explore three macro behaviours and three micro behaviours that have been curated from an in-depth analysis of consumer trends and behavioural science over the past twelve months.
The following behaviours are highlighted in our round-up, with brand examples ranging from Nike and Spotify to Mothercare and Ford Fiesta.
New Majorities
Considering a new generation whose attitude is not to ‘tolerate’ or even ‘accept’ minorities, but to stand in support of the underrepresented, is seeing those groups rapidly evolve into new majorities. We reflect on how brands can help people to mitigate their unconscious bias.
Radical Transparency
Cambridge Analytica? #MeToo? Anything Uber-related? Little gets past the public in a post-internet era, and they really don’t enjoy being lied to. Whether it’s YouTube flagging state-backed channels for cautious viewers or Facebook drawing attention to its privacy centre to help keep users informed, this is about prioritising customers’ peace of mind over immediate profits. As people struggle to retain belief in institutions, we can consider how and where people place their trust.
Beta Lives
Life spans are getting longer, generations are growing more diverse and perceptions of gender are increasingly malleable. Against this backdrop, traditionally firm markers of progression – graduating, getting hitched and even retiring – have become optional touchpoints in each individual’s journey.
Analogue Appeal
As people spend more of their day-to-day lives staring at screens, they’re finding a newfound respect for the tangible. Those used to endlessly snapping digital images are finding joy in taking more precious – and less predictable – Polaroid shots, while others are putting down their Kindles in favour of a well-designed book.
Guardian Gadgets
As technology continues to evolve, more and more people are using connected gadgets to safeguard their properties, monitor air conditions, and even filter their water. With the home seen as a sanctuary space, they’re relying on digital solutions to deliver peace of mind and reliable security. We consider how brands can use their power to harness inclusivity. One example is Tommy Adaptive, with their ability to fight disability stigma in style.
Abi Buller is the editorial assistant at Canvas8, which specializes in behavioral insights and consumer research. She holds a degree in Creative Direction for Fashion from the University of the Arts London. Outside of work, you'll find her wandering around art galleries, practising yoga and seeking out new pastel-coloured garments to add to her collection.
