Report 4: The big picture and what's in store for 2020 - Kokoro
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1 January 2020 Report 4: The big picture and what’s in store for 2020
2
Highlights
Xmas preparations were truncated by the election but clear verdict gave much-
needed clarity, let festivities begin and put a renewed focus on togetherness
Get Christmas done! A Festive nesting achieved! Sensible spending!
decisive election win A family bubble away from Ensured kids had a good
paved the way for a our troubled world time then, for others,
happier Christmas found gifts that were
worthwhile
Winning brands offered 2020 – ‘a time for me to Bonus content!
a compelling message move forward’ (this is The 6 wishes for 2020 and
and executed it well less about feeling rich and how brands can help
(harder to deliver than more about feeling good)
write down!)
3 Get Christmas done! A decisive election result paved the way for a happier Xmas
4
Get Christmas done!
Until mid-December the election overshadowed Christmas, which meant spend
came late and, as a result, more felt ‘exhausted’ by the race to the line
Estimated timing of Christmas spend
when asked in…
30%
% Predicting they would feel % Actually felt exhausted by
20%
exhausted by Christmas Christmas
10%
0%
-7% -7%
-10% -11% -12% -12%
-15%
-20% -20%
-22%
14% 15% 28% 33%
-30%
-40% Oct-18 Oct-19 Jan-19 Jan-20
Oct-18
Oct-19
Nov-18
Nov-19
Dec-18
Dec-19
Jan-19
Jan-20
Earlier than previous year Later than previous years Net
Source
Christmas Unwrapped Survey
Base: (1,857) Jan 2019 (1,507) Jan 2020
5
Get Christmas done!
The decisiveness of the result did, however, provide a boost for the nation – it
calmed fears about the Government and made us feel slightly less divided
Very concerned about the state of I worry that the country is more
UK politics divided than ever before
40%
39%
37%
29% 28% 28%
26%
24% 12
Dec
Pre-election
Pre-election
Oct-19 Nov-19 Dec-19* Jan-20 Oct-19 Nov-19 Dec-19* Jan-20
Source:
Christmas Unwrapped Survey
Base: (2,021) Jan 2020
6
Get Christmas done!
And so optimism recovered in the aftermath of the election and people felt free to
focus on their Xmas wishes, ‘feel the festive spirit’ and ‘enjoy family time’
Net optimism about life at the moment when
asked in…
Biggest wish Being excited
OK! for Christmas by new
Feeling
2019 experiences
absorbed
in Xmas
spirit
Enjoying
special or
luxury things
Enjoying
44% 41% 42% 41% 45% 45% Feeling on top being with
of Christmas others
Nov Dec (pre-election) Jan
2018/19 2019/20
Source:
Christmas Unwrapped Survey
Base: (1,857) Jan 2019) (1,507) Jan 2020
7
Get Christmas done!
The post-election ‘sigh of relief’ also buoyed spend – although the late/truncated
nature of spending probably means many overestimated just how much they spent
Estimated spend on Christmas when asked in…
50% Squeezed
40% Timing of spend Recency effect means, as we spent late, we
30% may well overestimate our total
23% 24% expenditure
20% 18%
15% 16% 16% 16% This is because more recent information
10% 12%
LY carries greater weight in our judgments
0% TY This is especially likely with money because
of the ‘physical pain’ we experience when
-10%
Oct Nov Dec our spending feels abnormally high. Pain =
-20% memorability!
-30%
Oct-19
Oct-18
Nov-18
Nov-19
Dec-18
Dec-19
Jan-19
More than last year Less than last year Net Jan-20 More on what drove spend up comes later, on page 13
Source
Christmas Unwrapped Survey
Base: (1,857) Jan 2019 (1,507) Jan 2020
8 Festive nesting achieved! A family bubble in a troubled world
9
Festive nesting achieved
2019 turned out to be the ‘at home’ Christmas most had hoped for – after a
difficult year, more than ever wanted just to cocoon with family and friends
Type of Christmas celebrations hoped for/experienced
The lateness of
planning making
an ‘at home’ Xmas
even more likely
10% 12% 36% 29% 54% 60%
Away from home Equally true At home
Hope (Oct-19) Reality (Jan-20)
Source:
Christmas Unwrapped Survey
Base: (2,009) Oct 2019 (1,507) Jan 2020
10
Festive nesting achieved
Fears of Brexit arguments were replaced by a Christmas focused on Belonging –
with families spending more time together than in 2018
Views of Christmas
% Doing each over Christmas
Oct: Worries about Jan: relief everyone came together
family arguments and enjoyed the celebrations Stayed with family
Went for walks
Socialised at home
Got the house ready
Watched Xmas films
Special festive day out
Day out to city centre
Went to church
44% 42% 40% 38% 41% 45% 43% 45% Did acts of charity
Love way Xmas Think Xmas is all Planned Christmas
Love way Xmas Think Xmas is all
brings people about the kids brings people about the kids 0% 15% 30% 45% 60%
together together
Jan-19 Jan-20
Oct-18 Oct-19 Jan-19 Jan-20
Source
Christmas Unwrapped Survey
Base: (2,009) Oct 2019 (1,507) Jan 202011
Festive nesting achieved
More family get-togethers turned into ‘more presents to buy’ – and so, counter
to earlier predictions, slightly more people were bought for than in 2018
Who bought Christmas presents for
65%
My partner
66%
Reason for spending more this year
65%
Adult family members
70%
35%
Adult friends
35%
18%
Work colleagues
20%
12% 18% 25% 16% 19% 27% 28% 20% 20% 27% 26% 20% 19% 36% 33%
Thank-you to adults
14%
Saw more Wanted to Wanted a Wanted to Food costs Financial Spent more
61% family/ savour Xmas special try new more confidence per person
My children
64%
friends Xmas things
35%
Other children
38% 2018 2019
2018 2019
Source
Christmas Unwrapped Survey
Base: (1,857) Jan 2019 (1,507) Jan 202012
Festive nesting achieved
However, the last minute and ‘at home’ focus to Xmas made it feel ‘harder work’
than hoped for – could brands have done more to ‘ease the load’?
Type of Christmas celebrations hoped for/experienced
Countdown
guides
Selling the Making
dream of Christmas
Christmas easy for me
25% 17% 45% 36% 30% 47% 41% 34% 46% 37% 13% 28%
Easy as Equally true Extra effort BUT still not enough
Bought in Equally true Prepared at
brands hitting this
home possible
sweet-spot
Hope (Oct-19) Reality (Jan-20) Hope (Oct-19) Reality (Jan-20)
Source
Christmas Unwrapped Survey
Base: (2,009) Oct 2019 (1,507) Jan 202013 Sensible spending! I made sure the kids had a good time and got worthwhile gifts for others
14
Sensible spending
Back in Oct, shoppers told us what they expected to buy for Xmas 2020 – it
showed that kids’ gifts and big ticket would do well but adult gifting would suffer
October Year-on-year change in the % buying each category
Big ticket for partner/older kids Gifts for adults Gifts for younger kids
0.8%
0.5%
0.6%
0.7%
1.2%
1.6%
1.9%
0.4%
0.5%
0.7%
0.2%
0.6%
1.1%
-0.2%
-1.5%
-1.4%
-0.9%
-0.8%
-0.5%
-0.3%
-0.7%
-0.6%
-0.2%
-0.2%
Supported by expectations of big Black
Friday discounts
Cosmetics/toiletries
Books
Phones
Sound & vision
Motoring
Clothing
Advent calendar
Household appliances
Confectionery
Games/puzzles
Wearable tech
Sports
Alcohol
Jewellery
Toys
Computing
In-car tech
Perfume/aftershave
Food
Homewares
Novelty
Kids' bikes/scooters
Sleepwear
Adult bike/scooter
Source
Christmas Unwrapped Survey
Base: 2,009 (2019)15
Sensible spending
We’ve now compared what shoppers actually bought against these earlier
predictions – and, reassuringly, there’s lots of overlap between the two!
Buoyant
Sound & vision
In-car tech
Sports
Sleepwear Wearable tech
Confectionery
Y-o-Y Perfume/aftershave Food
Computing
predicting Jewellery Phones Household appliances
they would
Gift
buy in Games/puzzles
experiences Adult bike/scooter Toys
Clothing
Oct 19 vs. Oct 18 Motoring
Novelty
fieldwork Books
Kids' bikes
Garden
Alcohol
products
Cosmetics/toiletries
Homewares
Squeezed
Squeezed Y-o-Y change in % actually bought Buoyant
(Jan 20 vs. Jan 19 fieldwork)
Source
Christmas Unwrapped Survey
Base: (2,009) Oct 2019 (1,507) Jan 202016
Sensible spending
Overall it turned out to be a year where ‘sensible’ presents won – wellbeing,
sustainability and usefulness to the fore
Squeezed (and we thought it would be) Did well (and we expected it to)
Wellbeing/
Novelty – and
Sports
novelty end of
books and
Food/ Digital – headphones
games/puzzles (noise cancelling), ear buds,
Confectionery Alexa, smart-home (battery
As part of a broader
packs, wireless chargers),
Perfect last-minute
move towards
sustainability
Alcohol gifts for the people
streaming devices etc.
Gin boom has you didn’t expect to
peaked and shift to see at Christmas Wearable
wellbeing makes
booze feel wrong tech (hot
present for over
50s)
Motoring
Fewer young
people
Family PJs, character
have/aspire to clothing, Christmas clothing
own cars
Christmas Unwrapped Survey17
Sensible spending
There were, however, a few exceptions where shoppers ended up spending
proportionately more or less on what they’d said they would back in October
Buoyant
Sound & vision
In-car tech
Sports
Sleepwear Wearable tech
Confectionery
Y-o-Y Perfume/aftershave Food
Computing
predicting Jewellery Phones Household appliances
they would
Gift
buy in Games/puzzles
experiences Adult bikes/scooters
Clothing
Toys
Oct 19 vs. Oct 18 Novelty
fieldwork Motoring Kids' bikes
Books
Alcohol
Cosmetics/toiletries
Homewares
Squeezed
Squeezed Y-o-Y change in % actually bought Buoyant
(Jan 20 vs. Jan 19 fieldwork)
Source
Christmas Unwrapped Survey
Base: (2,009) Oct 2019 (1,507) Jan 202018
Sensible spending
Three of the ‘better than expected’ categories are absolute Christmas favourites
which, when we’re short on time/imagination, are all too easy to revert to!
Jan ‘20: % Buying each category for Christmas 2019
Gifts for younger kids Gifts for adults Big ticket for partner/older kids
4%
22%
44%
44%
29%
25%
11%
10%
52%
41%
38%
36%
34%
29%
28%
25%
15%
13%
12%
12%
10%
3%
4%
8%
Wearable tech
Sound & vision
Clothing
Books
Motoring
Phones
Confectionery
Cosmetics/toiletries
Games/puzzles
Jewellery
Toys
Alcohol
Perfume/aftershave
Homewares
Sports
Household
Novelty
Food
Computing
In-car tech
Sleepwear
Game consoles
Kids' bikes/scooters
Adult bike/scooter
appliances
Did better than we Did worse than we
predicted in Oct 2019 predicted in Oct 2019
Source
Christmas Unwrapped Survey
Base: Christmas Unwrapped Survey
Base: (1,857) Jan 2019 (1,507) Jan 202019
Sensible spending
This sensible approach meant ‘safer’ high-investment gifts did well, while the
‘at home’ Christmas boosted the appeal of home-related presents
Did worse than we thought they would Did better than we predicted
Jewellery – Perfume – a slightly Home – felt Clothing
similar to perfume a riskier purchase as the increasingly – a Christmas
riskier purchase choice is bewildering and good as a gift as favourite
which got avoided carries a hefty price tag (plus thoughts of an made harder
as time ran out is associated with Dept ‘at home’ to resist by
Stores which are increasingly Christmas grew the huge
seen as old fashioned) Bikes/scooters – discounts in
electric scooters, as they the lead-up
hit better price points, to Christmas
would have caught the eye
of those looking for an on-
trend present
Toys – more children
bought for would naturally
translate into more toys Cosmetics/
bought!
make-up –
In-car technology – another Christmas
simply lost out to other favourite and less
forms of technology risky to buy than
perfume
Christmas Unwrapped Survey20 Winning brands offered a compelling message and executed it well (harder to deliver than write down!)
21
Compelling message well executed
This is the full list of winning and losing brands – based on over 10,000
interviews across four waves of research
Year-on-year in % using each over the festive period Winners
Losers
Grocery Home Fashion Specialists
M&S IKEA Primark Smyths Toys
Boohoo JD Sports
Aldi TKMaxx
Next
Amazon Dunelm H&M Waterstones
Lidl Apple River Island Ernest Jones
Zara Decathlon
The Co-op Amazon Matalan
Oliver Bonas
Ocado Matalan ASOS
M&S Halfords
Waitrose B&M Bargains
Very.co.uk Sports Direct
Sainsbury's Home Bargains TK Maxx
Clinton Cards
Tesco Next New Look
Sainsbury's WHSmiths
Morrisons Sainsbury's Debenhams Tiger (Flying Tiger)
Iceland ASDA Tesco
NOTHS
Amazon
ASDA Tesco Etsy.com
ASDA
Source: Christmas Unwrapped Survey
Base: (1,857) Jan 2019 (1,507) Jan 202022
Compelling message well executed
Three features marked out winning brands across categories – a compelling ‘big
message’, aiming at a clear target, and strong delivery via the on-the-day experience
Families Families
Talks to a
clear
target
Simple stores
Premium- where the
looking products speak
products at Provides Translates for themselves –
unbelievably a clear dream with a fast, ‘on
low prices reason to into a it’ service style
believe reality23
Compelling message well executed
Whilst the ‘big message’ differed by winning brand, they’re all instantly
understood – and in line with their overall positioning
Amazing product A fashionable All your We know ‘our We’re a We’re human –
at unbelievable ‘home lift’ without needs under thing’ better cut above we genuinely
prices breaking the bank one roof than anyone care about you!
(important in a year
where nesting was key)
FOOD24
Compelling message well executed
In contrast, the mid-market brands (like the Big 4 grocers) provide a much less
clear ‘reason to believe’ yet hold huge share others can nibble at!
Grocery market share
Interesting place to shop
50%
Other
45%
Tesco
40%
Lidl 35%
30%
Aldi 67% 25%
S’bury’s 20%
M’sons
Asda
Source: Kantar
Worldpanel Source: Christmas Unwrapped 2019 (base = 2,000)25 2020 – ‘a time for me to move forward’ (less about feeling rich and more about feeling good)
26
Time to move forward
Whilst 2019 was felt to be a tough year, over half the population expect 2020
to be worse – growing global issues adding to Brexit and wellbeing concerns
“The amount of bad news is only likely to
get worse”
+6%
Top 6 worries: % concerned about each
Wellbeing
37% 45% 29% 36% 25% 31% 28% 31% 44% 46% 33% 31%
Terrorism Climate World peace Impact of NHS funding Mental health
change leaving EU of UK
4% 4% 9% 10% 42% 34% 30% 32% 16% 20% Oct-19 Jan-20
Disagree Disagree Neither Agree Agree
Strongly Slightly Slightly Strongly
Jan-19 Jan-20
Source
Christmas Unwrapped Survey
Base: (1,857) Jan 2019 (1,507) Jan 202027
Time to move forward
Significantly, however, after three years of uncertainty and with a new decade
upon us, the UK looks determined to take control and make things happen in 2020
We've been weighed down by uncertainty for 3 years, Average number of New Year’s resolutions
we just have to find a way to move on – Dec 19
Increased number of resolutions for 2020
38%
27%
25%
6%
3%
3.8
3.9
4.3
4.5
4.0
3.9
4.3
4.5
4.0
4.2
3.7
4.2
4.4
4.7
3.3
3.6
Total 18-24 25-34 35-44 45-54 55+ Female Male
Jan-19 Jan-20
Source
Christmas Unwrapped Survey
Base: (1,988) Dec 2019 (1,857) Jan 2019 (1,507) Jan 202028
Time to move forward
It’s important to note that fewer are concerned about their finances – to the
average person most indicators look OK (even if economists think otherwise)
How financial position is expected to
change over next year Employment rate FTSE 100
+3% 78 7500
76 7000
6500
74
6000
72
5500
70 5000
2010 2012 2014 2016 2018
2010 2012 2014 2016 2018
Food inflation GDP*
3
8
2.5
6
4 2
2
1.5
0
1
6% 5% 15% 13% 41% 39% 28% 31% 11% 11% -2
2010 2012 2014 2016 2018 -4 2010 2012 2014 2016 2018 0.5
Lot worse Little worse No change Little Lot better
better
* Any declines have taken place over a long
Jan-19 Jan-20 period so feel less dramatic to the average person
Source:
Christmas Unwrapped Jan 2019 ( 2,510) Jan 2020 (2,021) Office for National Statistics29 Time to move forward Instead, four emerging narratives are framing how we think about the seemingly fast and dangerous way the world is changing around us… 4 major narratives emerging at the start of 2020 We’re I don’t know I feel The planet leaving who to trust overloaded is a mess
30
Time to move forward
…and these feed directly into what consumers want their next few years to be
like – each presenting significant opportunities for brands who can respond
I don’t
We’re know who I feel The planet
leaving to trust overloaded is a mess
I want to feel
on top of I want to
things I want to be
I want a well me be Green
new
horizons
I want to
lose myself I want to
feel
connectedTime to move forward
Naturally, not every consumer wants each of these things – these charts show
the proportion of the total population each plays to
Hope for lifestyle
I want to feel on I want new I want to be a
in 2020
top of things horizons well me
42% 35% 57%
5% 20% 32% 31% 11% 9% 25% 31% 27% 7% 3% 13% 27% 37% 20%
Spontaneous Planned Stick with Try new Indulgent Healthy
familiar things
I want to feel I want to be I want to lose
connected Green myself
40% 48% 39%
8% 19% 33% 27% 13% 4% 15% 33% 34% 14% 6% 19% 36% 27% 12%
Alone With others Quick fixes Sustainable Want things Want
living experiences
Source:
Christmas Unwrapped Survey
Base: (1,507) Jan 202032 The 6 wishes for 2020 and how brands can help
33
I want to feel on top of things
The increasingly unpredictable, hectic nature of the world around us
leaves many feeling overwhelmed and wanting to regain control
Root causes Which 5Driver is involved?
• Knowledge that Brexit will The rock on which
bring changes everything else is
• Pace of change and blizzard built i.e. we want
of digital content piles on to regain our
continual cognitive equilibrium
Control
load/makes us feel frazzled
Make my life run
• Unregulated social media smoothly
means we don’t know what
we should/shouldn’t believe
• Concerns about devices
tracking us and listening to
what we’re doing
• Awareness that algorithms
control what we do/don’t see
• Glut of almost apocalyptic
news stories e.g. Trump
Tweets, US vs Iran tensions,
Australian fires, Jeffrey Epstein
Source:
Desk research and Christmas Unwrapped verbatim comments34
I want to feel on top of things
Brands win here by making things easier for us – this can come in many
forms and is often digital and data-enabled
You in control Hard stuff made easy Curation Deliver to you Sort it for you
Monzo helps you track and GoCompare allows you to cut Stitch Fix picks garments it Echo Pharmacy (by Lloyds) Twitter bans political
manage your finances through the falsehoods of thinks you would like and delivers repeat prescriptions advertising to avoid ‘fake
individual players sends them to you free to your door news’
Fitbit encourages you to City mapper takes the stress Spotify creates perfectly ASOS Premier gives you Aldi provide compostable
monitor your exercise and out of travelling around big edited playlists for a set price unlimited next day delivery rather than single-use carrier
sleep cities per month for just £9.95 bags
Source:
Desk research and Christmas Unwrapped verbatim comments35
I want to be a well me
In this ever accelerating world, many of us feel overloaded and in need of
taking better care of ourselves
Root causes Which 5Drivers are involved
• The rise of mental health To feel To fit in
issues – high schooling secure whoever
expectations, weaponised knowing you are
social media, digital/cognitive you’re
well
load
Control Belonging
• Growing evidence that Make my life run Make me feel
looking after yourself smoothly connected to
physically is good for you e.g. others
mental health, life expectancy,
physical resilience To step To feel
away energised/
• ‘Be yourself’ is an antidote to from the capable of
the artificial self we present hurly- more
via the selfie culture burly
Immersion Freedom
Make time fly by Energise me by
absorbing me in opening my eyes
your world to new things
Source:
Desk research and Christmas Unwrapped verbatim comments36
I want to be a well me
Consumers will be drawn to brands that either help us accept
who we are and/or show us how to improve our wellbeing
Positivity Support Clean living The long game Inclusivity
Dove self-esteem project Queer Eye – helps people Apple sends weekly digital Headspace app facilitates Pure Gym promotes a gym
promotes wellbeing in young turn others’ lives around consumption habits to meditation to make you environment where everyone
people promote digital detoxing healthier, happier and rested can feel welcome
L'Oréal promotes ageless Revlon x Gurls Talk focuses NOgroni – a non-alcoholic Peloton puts fitness in your Boohoo celebrates the fact
beauty on key women’s issues, twist on the classic cocktail home as part of a long-term that people come in many
mental health, sex and social Negroni commitment to healthy living shapes and sizes
media.
Source:
Desk research and Christmas Unwrapped verbatim comments37
I want to feel connected
It’s now understood that loneliness shortens lifespans – beyond this,
Belonging allows us to cope with the inevitable knocks in life
Root causes Which 5Driver is involved
• Social media is only an illusion To feel less
of connection – in fact it can vulnerable
leave you feeling left To have others
behind/isolated to help you
• More people living alone – Belonging To feel more
and the cost of living alone is secure knowing
Make me feel you’re not alone
growing (i.e. it’s a grimmer connected to
others
existence)
• Breakdown of previous
community hubs like pubs,
local sports teams, social care
centres
• With a focus on ethnic
diversity, older/white working
class can feel an ignored
demographic
Source:
Desk research and Christmas Unwrapped verbatim comments38 I want to feel connected Consumers will be drawn to brands who bring people together and make us feel valued, at home and recognised Community Membership Down-to-earthness Physical togetherness Distractions Local stores based around National Trust a way of Greggs – very human tone of Sofar offers gigs in intimate Smartphones minimise real community, with enjoying lovely places and voice which speaks to spaces, around the world, for potentially awkward moments founders at their heart being amongst similar people everyone like-minded people when you find yourself alone Street markets and pop-ups Liverpool Football Club TikTok offers a community Extinction Rebellion brings Airpods supply a soundtrack are a naturally friendly forum long-term bonds being based on fun and authenticity people together to campaign to your life where people mingle/chat enriched by Jürgen Klopp for change Source: Desk research and Christmas Unwrapped verbatim comments
39
I want to be Green
We have reach a tipping point where consumers have a genuine
desire for more sustainable consumption habits
Root causes Which 5Drivers are involved
• Overwhelming evidence that To stop our To feel part
we are destroying our planet world of
and affecting our current feeling something
under bigger;
wellbeing e.g. floods in Britain, trying to
under
fires in Australia etc. make the
Control attack Belonging
• High-profile crusaders alerting world
Make my life run Make me feel better
the world and changing smoothly connected to
opinions – esp. Greta others
Thunberg To be seen To crusade
• A vent for the anger of to do the for a better
right future
younger consumers at thing/
Boomers’ excessive involved
materialism/wealth with
Desire something Freedom
• The sense of feel-good from Excite me, give important Energise me by
‘doing your bit’ and me a reason to opening my eyes
‘collectively making a buy to new things
difference’
Source:
Desk research and Christmas Unwrapped verbatim comments40 I want to be Green There will be a buzz around brands with green credentials as well as those who can be trusted to guide us through a confusing subject matter Recycle Rent don’t buy Less packaging/plastic Plant-based eating Green transport Batoko uses ocean waste to Library of things allows you Waitrose offers the ability to Huel provides all your Nissan Leaf offers the most make its brightly coloured to rent rather than buy stuff refill your own packaging nutrients in vegan-friendly affordable electric car on the swimsuits shakes market Nike’s reuse a trainer BlaBlaCar offers a place in Guppyfriend washing bags Burger King’s Impossible Electric scooters as a quick programme is now 26 years your car to others wanting to stop microfibres from Burger is a plant-based and eco-friendly way to travel old go on the same journey entering seas and rivers alternative to the Whopper Source: Desk research and Christmas Unwrapped verbatim comments
41
I want new horizons
Once someone feels a sense of control, they will often look for new things,
beyond financial wellbeing, to achieve in life
Root causes Which 5Driver is involved
• General Election put an end to
To feel like
three years of doubt and you’re
inertia – and the scale of moving
Johnson’s win means either forward to
side of the debate now just something
wants to get on with things Freedom better
Energise me by
• New Year’s resolutions doubly opening my eyes
felt at the start of a new to new things
decade i.e. line in the sand,
new me
• Add to this the:
• Long-term trends towards
empowerment, equality
and self-improvement
• Fact that younger
generations can’t aspire to
the same goals their
parents did e.g. property
and consumption
Source:
Desk research and Christmas Unwrapped verbatim comments42 I want new horizons When looking for new horizons, we will be drawn to brands who support and encourage us – or those that break the mould and show us new ways New perspectives Dreams unlocked Transformation New ways forward New opportunities Tedtalks allow you Rent the Runway provides Nike Run Club with content Mother Dirt helps fight Culture trip allows you to get unprecedented access to access to designer clothes for everyone, from beginners Eczema by using naturally a local’s view of any experts in very specific fields you could never afford to buy to club runners produced (good) bacteria destination you visit Netflix features Patch helps you plan and buy Make-believe and bold Fiverr gives immediate access Depop where creatives come documentary-style content all the right plants for every make-up set to become the to freelancers offering digital to buy, sell and discover the for guilt-free binging! corner of your home trend of 2020 services the world over most inspiring/unique things Source: Desk research and Christmas Unwrapped verbatim comments
43
I want to lose myself
‘Experiences over things’ has been the trend for some time – this is evolving
into the love of savouring moments and deep exploration of our interests
Root causes Which 5Drivers are involved
• The way technology enables To get lost To feel
you to follow niche interests in your aligned
e.g. YouTube passion with others
who share
• The addictive nature of digital your
interactions draws you in interests
deeper Immersion Belonging
Make time fly by Make me feel
• With online satisfying ‘needs’, absorbing me in connected to
the high street becomes more your world others
about passions
• Physical immersion often puts
you in contact with other
people, and so fosters a
feeling of Belonging
• Following a passion removes
choice – as other options drop
off the radar (which at a time
of cognitive load feels good)
Source:
Desk research and Christmas Unwrapped verbatim comments44 I want to lose myself We’ll see experiential retailing continue to blossom – plus the rise of specialists whose passion is infectious and attracts a tribe aligned around share values Experiential retail Endless dialogue Lots of back story Specialism Events/festivals Starbucks moving into YouTube where hours can be Boutique by Shelter offers Libraria bookshop offers talks Not on the High Street experiential stores where you spent chasing your pursuit gems creamed from Shelter's by authors, screenings, brings the digital alive via see the whole process shops all over the UK performances and workshops popup events Jo Malone makes purchases Podcasts where you feel ‘in Glossier promises to make Eggslut serves up egg- Meccaland a three-day event look so nice buyers rush to the audience’ with your everything based on customer focused dishes fast-food style for beauty fans — the post them on social media hero/subject matter expert feedback Disneyland of makeup! Source: Desk research and Christmas Unwrapped verbatim comments
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