The general demand is increasingly for products and services that are high quality and individual.
This can be seen very clearly in the food sector. The commercials of the supermarkets and discounters increasingly show a world in which classic values such as family, nature, food as a common and communicative event, are lived.
Weekly markets are very well received, because the goods there, while more expensive, but also of good quality. In addition, a weekly market is also a communicative event and it is also offered a personal service (fun factor in consuming)
Products are bought that are more expensive, because we want to eat healthier. Money doesn’t matter that much anymore, because people are earning more money in general.
This kind of marketing is a global movement. Here in Germany, the supermarket commercials are getting more and more “cozy”. Less bargains and more “We take care of you and the environment”. REWE®is one of the largest supermarket chains. In the following clip they are signalizing and saying that they are not proud of being a large company, but that they are proud to be a part of “your neighbourhood” and the small things, like asking a customer for his wellbeing (funny, nobody has ever asked me if I’m fine).
The next one emphasizes on regional, seasonal and fresh food like it used to be when I was a young boy. The word “organic” was unknown, because the food in those days is the food which are now sold in posh and expensive delis:
This way of marketing is a reaction to the awareness from consumers of the environment and respectful and equitable animal husbandry is increasing. Consumers want to have a good conscience about what they eat.
But it’s not only about food and the bad influence of mass breeding on our environment. We’re getting also more aware of what we are wearing. Sustainability is a big thing today. We’re more and more conscious about how items are produced and which effect they have on nature.
Fashion brands like Tommy Hilfiger® and Calvin Klein® are reacting on this new attitude of their customers.
Tommy Hilfiger, Calvin Klein and Speedo are ramping up their efforts to support a more sustainable fashion industry.
The brands’ parent company, PVH, is signing up to three different initiatives in a bid to reduce the waste generated by its fashion brands and the industry in general.
The group has joined the Global Fashion Agenda (GFA), a non-profit initiative that aims to boost sustainability levels within the fashion business.
PVH has signed its “2020 Circular Fashion System Commitment” and pledged to addresses issues such as designing for circularity, increasing the volume of used garments collected, increasing the volume of used garments resold, and increasing garments made from recycled post-consumer textile fibres.
There are three current trends
Healthy foods for the body and the world:
The demand for shops offering high-quality organic goods is rising rapidly.
In China, where traditional suppliers are gaining a reputation for selling inferior goods, Chinese consumers have recently been called the most health-conscious customers in the world.
Transparency pays off:
Modern customers question the methods and motives of companies and demand more transparency and openness.
Firms such as Everlane, a fashion clothing retailer that regularly publishes its procurement channels and pricing down to the last dollar, are enjoying growing (and profitable) popularity.
Honest, unadulterated campaigns:
Models whose images have not been enhanced with Photoshop show their tattoos, beauty marks and skin folds. The modern consumer increasingly prefers brands that deal with him openly, transparently, honestly and authentically.
A lot of women and girls are intimidated by the eternal perfection shown through tv commercials, billboards and magazines. Even the most trivial products are presented with a pinch of sex.
And social platforms like Pinterest® and Snapchat® do their part to make this problem stronger. Influencers, which are styled into perfection, create the impression that this is the reality (which absolutely isn’t). This unsettles and people are getting fed up with it.
Dove® (cosmetics) is a great example of a company which has sensed the change and the feelings of their customers. They have created a campaign, that shows women who look like natural women. No extensive modification in Adobe® Photoshop® or Premiere®.
The Photo above and the following video show Jessica, who’s a fashion blogger and a influencer for plus size ladies. She’s showing real women, because a very small amount of people are perfect and most of us aren’t flawless this goes for women and also for men).
Dove has recognized, that people are unhappy when they see some advert with a Venus or Adonis alike model and have a look in the mirror.
Of course, Dove® wants to sell and therefore it has created this campaign, so their customers feel as if Dove® undesrstands and supports them. And this is exactly hat the today customer wants.
Here another Dove® video about the perfect shape and size 🙂
And here’s the explanation. I think it’s ingenious!