The top trends for brands to watch in 2019

 

 

In 2019, the fundamentals of how we live, learn, work, shop, socialize, trade, and organize will continue to undergo massive change. Technology doesn’t just complement our analog world; it reinvents it.

 

Technology is also raising the bar on consumer expectation and experience; consumers around the world want more and are unwilling to compromise.

 

In the coming year, brands should make purposeful choices about what they stand for and what they do. Corporations are taking up the mantle for social good and change and are becoming the vanguard as we question our trust in institutions. Brands have an unprecedented opportunity to stand up and stand out. What brands will thrive going forward?

 

Here are trends that brands should act on in the coming months:

A good user experience ≠ a good brand experience

Brands should identify moments of disproportionate impact to drive differentiation. In 2019, frictionless is the new commoditization. When “seamless” and “efficient” are the only goals in creating an experience, that consumer experience...

The end of gender generalization

Brands need to consider the role gender plays and adopt a decisive stance. Historically, when companies designed products, the first decision they would make was whether the brand was intended...

Subscribe to the future

Brands will use subscriptions as a way to create direct relationships with the consumer, expanding their insights and offerings. In 2019, we’ll see the sharing economy continue to give way...

Redefine winning: The new rules for sports brands

In this age of inclusion, brands should invite fan participation. A new global generation of fans and customers has emerged, with new tastes and new expectations, shifting definitions of what...

Every company is a wellness company

Every brand should provide appropriate solutions for supporting physical and/or mental wellness. All companies—from retail to real estate—should offer some degree of a wellness experience to maintain a competitive advantage....

Marketing and HR: unlikely allies

Brand marketers and HR join forces to drive greater value from the inside out, from employee to customer. As demand for more connectivity increases across all touchpoints in our lives,...

Don’t get stuck in the middle

Brands must strategically commit to either a high-end or low-fidelity value proposition. We are seeing a new polarity in brands: companies offer either a low-cost, low-fidelity value or a high-end...