Mindshare’s Alexis Fragale on the Latest Culture Vulture Trends Report

Philip McKenzie amp160Looking at the 2018 Trend Report it seems like there is a prevailing feeling of anxiety running through many of the insights amp160How did that feeling of anxiety impact the findings in the reportAlexis Fragale amp160When pulling these reports together you have to let the data and manifestations speak for themselves amp160We avoid starting the research process with an agenda and instead react to what develops organically amp160We have released a trend report for the past seven years so by now we have a definitive methodThe past year was angstridden in many areas of culture including media politics and branding However contradictions exist as many people cite being happier in their personal lives even as theyamp8217re anxious about the future amp160Our Safe Havens trend is a great example particularly in light of the horror film industryamp8217s successful yearamp160 Horror films give viewers a manageable environment to emotionally experience and resolve stressMcKenzie amp160Middleburbs is an interesting concept amp160Can you talk more about that Fragale amp160The concept behind Middleburbs is a reversal of the urbanization of American cities that had been so prevalent in recent years amp160People had been migrating to cities as they got safer and more desirable as destinations and now we see a miniexodus out of cities amp160As Millennials have aged and entered the family period of their lives they are more attracted to elements of suburbia amp160But consumers are also seeking the urban expectations of convenience and access for example being able to order Seamless and get food any time of day or ordering an Uber to go anywhere in a amp8220middle groundamp8221 type of environmentMcKenzie amp160Another trend is Extreme Exchanges amp160The report discusses two poles Efficiency and Immersion amp160Can you explain their role in that trend Fragale Consumers expect their brand interactions to be as streamlined as possible but at the same time they still enjoy elaborate immersive experiences amp160Itamp8217s a very interesting dual tension that weamp8217re seeing a lot right now in retail and service industries and we expect it will expand even furtherAmazon is a good example as they have continued to make their retail process more efficient going from the three click rule to Prime to voice via Alexa amp160Or if you look at the Amazon Go concept store itamp8217s designed with noline shopping in mind amp160Itamp8217s about finding ways to reduce the friction as much as possible to help consumers get on with their livesThat said consumers don39t only want a frictionless experience they also want to be stimulated and enjoy a sense of discovery amp160That is where brands with immersive qualities can win amp160Look at the rise of madeforInstagram museums and exhibits and the design elements going into certain stores and restaurants amp160As much as people want streamlined experiences they also really enjoy the social aspect that you get from more immersive activations to share it out on their social networks and talk about it with their friends amp160Those types of experiences can stay with consumers for a long time which is great for brandsUltimately brands and marketers should look at how they can capitalize on both ends of the spectrum knowing when is the right time and the right situation to tap each pole amp160But if you find yourself in the middle and doing neither you might be in troubleMcKenzieamp160 Obviously consumers expect a lot hence the trend Great Expectations amp160Given the angst we mentioned earlier and reports that trust in institutions government media etc are at low levels are we expecting too much from brands amp160And is it fairamp160 Fragale amp160Great Expectations talks about the expectations that consumers are bringing to your brand even if their comparison is not in your specific competitive set amp160You might not compete with Tesla or Amazon but if they are known in the marketplace as innovators the bar is raised throughout the cultural landscape amp160Brands are held to a higher standard because of social media and our rising expectations overall amp160When you factor in issues of trust it becomes even more critical for brands to be transparent and always have the best intentionsMcKenzie amp160The trend report spends time discussing the concepts of safety and complexity They practically go hand in hand and connect to the trend of Safe Havens How did that insight developFragale amp160At Mindshare we had actually previously noted the rise of franchises and how essential they have become amp160Consumers have a high degree of familiarity with those characters and they want to interact with them repeatedly amp160So that was one source of inspiration for the trend the type of stories told by Disney via Star Wars and the Marvel connected universe amp160They represent storylines that are both developed over time and have a high investment in characters that keep viewers committed amp160Familiarity leads to a higher likelihood of discovery amp160For example Spotify takes advantage of that phenomenon by making sure they include artists and music that you are familiar with in their Discover feature amp160There is safety in coming back to the same universe and charactersEstablishing a safe haven also allows for consumers to process increasingly complex information cycles amp160Thereamp8217s a huge amount of content available to you and a lot of people can get paralyzed by the number of choices amp160So we fall back on safe and comfortable choicesMcKenzie amp160The Rise of the Asian Economy is a really interesting identity specific trend What does the focus on this particular sector mean for brands and content creatorsFragale amp160Thereamp8217s been a huge focus on the Hispanic demo over the past 10 to 15 years and as we conducted our overall research we also frequently uncovered observations and insights regarding the Asian American community so it made sense to look deeper at the multicultural landscape This community is having a significant impact on culture whether thatamp8217s Netflix commissioning a Chineselanguage series or the recent increase in Asian American Congressional delegates amp160Representation has become a really important point going forward for example if you look at the conversations around whitewashing or the series on truTV The Problem with ApuMcKenzie amp160What do you hope that brands marketers and agency partners can take away from the latest Culture Vulture Trend Report Fragaleamp160 Brands need to understand the tension points we highlight in our report and relate those to their core business amp160Consumers are both optimistic and yet filled with doubts about the future amp160Expectations for brands have never been higher and that has to be understood when examining the competitive landscape amp160We work with brands to help them appreciate the complex forces that exist in the marketplace and to navigate themThe full report which features marketing implications and recommendations can be found hereClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Mindshare’s Alexis Fragale on the Latest Culture Vulture Trends Report

Author

Publish date

Channel

Archived in

Philip McKenzie

Tomorrow Will Be Televised: “Buy It Now”, ZipWave TV & Quincy Jones Tribute Episode - Listen Live Today at 2pm - By Simon Applebaum

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Mindshare’s Alexis Fragale on the Latest Culture Vulture Trends Report

Enjoying This Commentary? There's More to Love

Philip McKenzie

Tomorrow Will Be Televised: “Buy It Now”, ZipWave TV & Quincy Jones Tribute Episode - Listen Live Today at 2pm - By Simon Applebaum

Cookies