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.

Découvrez les dernières tendances en matière de paysage B2B !

Key FMCG Trends

En cette année de questionnement, la plus pressante doit être la suivante : quelle est la responsabilité des entreprises dans la crise climatique croissante et dans quelle mesure pouvons-nous réellement changer les choses ? Il n'y a pas eu de réponse plus claire que la désignation par Patagonia de la Terre comme partie prenante aux côtés de ses actionnaires. L'écoblanchiment étant sous le feu des critiques, les marques sont tenues de prendre des mesures significatives, comme en témoignent Metaverse for Good et Sustainability in the Metaverse. Mais tout n'est pas sombre, cette tendance est fondée sur l'optimisme climatique, et il nous appartient de réfléchir à la manière dont nous pouvons créer des œuvres audacieuses, percutantes et énergiques qui donnent de l'espoir aux gens.

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.