Future 100 Loyalty Trends

Very little stands still in the world of FMCG, and the Future 100 offers up some valuable clues as to the forces that will shape the category in 2024 and beyond. As anyone who has spent any time observing shoppers in the wild will tell you, the contents of the Future 100, much like the contents of the average shopping basket, reflect a fundamental duality at the heart of the human condition: as much as we are creatures of habit, we do love to try something new.

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Key FMCG Trends

Eine der dringensten Fragen in diesem Jahr lautet: Welche Verantwortung tragen Unternehmen für die wachsende Klimakrise, und wie viel können wir verändern? Es gibt keine eindeutigere Antwort als die von Patagonia, die die Erde als Stakeholder -neben seinen Aktionären - bezeichnen. Mit Greenwashing unter Beschuss, müssen Marken sinnvolle Maßnahmen ergreifen, die sich im ,,Metaverse for Good'' und ,,Sustainability in the Metaverse'' wiederfinden. Doch es ist nicht alles Schwarzmalerei, da dieser Trend auf Klimaoptimismus beruht. Unsere Aufgabe ist es, eindrucksvolle Projekte zu schaffen, die den Menschen Hoffnung geben - Elevated Expressionism.

Creator to consumer (C2C)

New platforms are allowing creators to build their own storefronts, enticing shoppers with a blend of content, storytelling, and personality, while offering a new discovery channel for brands and retailers.

Why it's interesting

Brands can bank on the lure of influencer tastemakers to draw in customers with a blend of personality, storytelling, and enhanced discovery.

Fanspiration

Vocal fans and influencers are inspiring their favourite brands to innovate. This comes as the new social-media-driven R&D paradigm, where brands are parlaying fan hacks and viral influencer content into valuable new product development and innovation opportunities.

Why it's interesting
Brands can satisfy consumer craving for creative influence by tapping into fanspiration, rewarding, and delighting fans with real-life innovations based on viral hacks.