Guess Who's Coming to the Boardroom

One of my favorite pastimes is to read all the different lists that are generated across the industry that predict hot brand prospects and consumer trends over the next several months or so. I really love seeing so many people busy divining the future and trying to uncover new opportunities. Everyone wants to be the first to gaze into that magical crystal ball and be the first to reveal the new hot idea. It just goes to show the desire and value the industry has for new trends and innovation!

I have already seen predictions for the food and beverage industry that speak to the continued rapid growth of organics, the rise of celebrity farms (rather than celebrity chefs), and the explosion and ubiquity of energy drinks. The nice thing about these predictions is that no one ever remembers them so you will rarely be targeted for being off base. Then again do we ever credit these prognosticators when they are on-target?

So now it’s my turn.

But my crystal ball gazing has not uncovered a “Top 5 or Top 10” trends list. Rather, I see one key focus for the foreseeable. And actually it is not a new trend. Honestly, it has been around ever since brands began to be marketed.

It’s the consumer.

So your immediate response might be, “tell me something I didn’t know.”

Well what is different here are some of the new ways consumers now think. Through the work I have done for many years on understanding consumer behavior, I now see a much stronger consumer conscience taking hold. Consumers want to know where their products come from and what they are made of. And it’s not just the ingredients - it’s the whole look and feel and tone of the packaging too.

Consumers now possess a much stronger internal sense of what is right or wrong which drives their thoughts, actions and decision-making, especially at point of purchase. When it comes to food and beverage, certainly they want assurance that products are wholesome and healthy so descriptors such as low sodium, caffeine free, all natural, trans-fat free or no toxins are still important. And when it comes to packaging they want it to be stylish, easy to access and have some feeling that what they dispose of will not sit forever in a landfill. But these are not enough on their own.

Consumers want to know what companies and brands stand for and believe in.

They want to understand the origins of everything they take home in their grocery bags, and they want to align themselves with brands that match their own values. If you do not believe me then please explain why there is a growing list of big-time global companies that are asking consumers to design commercials for them.

So it appears we are entering new period in consumer marketing that will be know as “Guess Who is Coming to the Boardroom.”

And for once I can say this one is not Brand NonSense…it actually makes a lot of Brand Sense!