BXP - December 2017 - 8

8

Marketing Trends to Watch
C o n s u m e r s ' d e s i re to a d d re s s p e r s o n a l a n d s o c i e t a l i s s u e s w i l l
p u s h b r a n d s to d e l i ve r e l eva te d ex p e r i e n c e s ve r s u s j u s t p ro d u c t s .
By Tessa Mansfield

in 2018, consumers will continue

and the harvesting of beach sand

to push brands to address issues

for industrial uses. responding

such as sustainability, diversity

to this fact, new Zealand beer

and wellbeing, and deliver en-

brand dB export equipped bars

gagement that requires evolved

across the country with a fleet of

approaches to digital and luxury,

machines that can crush empty

encapsulating themes of empathy

glass bottles of dB export into a

and offering elevated product

sand substitute.

experiences. spotlighted are five
marketing trends for CPGs, which

The campaign is brilliant on

the global innovation research and

three fronts. firstly, it highlights

advisory company stylus believes

an environmental issue that's

will be key platforms for inno-

extremely local, but also not

vation in 2018: sustainability, diver-

yet dramatic enough to draw

sity, digital, wellbeing and luxury.

attention on its own. secondly, it
creates this awareness through

1. susTainaBiliTy-Bolder

a playful activation that befits

aPProaChes To ProduCT

the tone of its casual bar setting.

and PaCkaGinG

finally, it gives consumers a low-

in 2018, sustainability will hold
even greater clout with consumers. Whether it's taking an

friction, high-impact tangible
experience, tying the brand message to a lived memory.

innovative approach to waste, or giving your packaging a
second lease of life, brands across categories can no longer

2. diversiTy-TakinG a sTand

afford to look the other way. But green issues can often feel

a growing number of consumers believe that companies

ephemeral and unrelated to consumers' day-to-day lives,

have the power to influence societal change, and they want

so it's vital that brands create deeper connections between

brands to take a stand, to promote equality and support

sustainability and consumers' worlds via tangible, intimate

positive attitudes towards diversity. But this doesn't have to

experiences.

mean creating a showy ad. in 2018, we will see more brands
taking a stand via packaging and marketing communica-

one way to do this is by leveraging compelling stats. Two-

tions. small actions can unlock wider narratives; brands must

thirds of the world's beaches are retreating due to erosion

remember that authenticity is key.

december 2017

|

Brand Experience



Table of Contents for the Digital Edition of BXP - December 2017

BXP - December 2017
Contents
Editor’s Letter
Marketing Trends to Watch
Top Brands of 2017
New York City
Cincinnati
Los Angeles
London
Chicago
Milan
Atlanta
Seattle
Ad Index
BXP - December 2017 - Intro
BXP - December 2017 - BXP - December 2017
BXP - December 2017 - Cover2
BXP - December 2017 - 1
BXP - December 2017 - Contents
BXP - December 2017 - 3
BXP - December 2017 - 4
BXP - December 2017 - 5
BXP - December 2017 - Editor’s Letter
BXP - December 2017 - 7
BXP - December 2017 - Marketing Trends to Watch
BXP - December 2017 - 9
BXP - December 2017 - 10
BXP - December 2017 - 11
BXP - December 2017 - 12
BXP - December 2017 - 13
BXP - December 2017 - 14
BXP - December 2017 - 15
BXP - December 2017 - 16
BXP - December 2017 - 17
BXP - December 2017 - 18
BXP - December 2017 - 19
BXP - December 2017 - 20
BXP - December 2017 - 21
BXP - December 2017 - 22
BXP - December 2017 - Top Brands of 2017
BXP - December 2017 - New York City
BXP - December 2017 - 25
BXP - December 2017 - 26
BXP - December 2017 - 27
BXP - December 2017 - 28
BXP - December 2017 - 29
BXP - December 2017 - 30
BXP - December 2017 - 31
BXP - December 2017 - 32
BXP - December 2017 - 33
BXP - December 2017 - 34
BXP - December 2017 - 35
BXP - December 2017 - 36
BXP - December 2017 - 37
BXP - December 2017 - 38
BXP - December 2017 - Cincinnati
BXP - December 2017 - 40
BXP - December 2017 - 41
BXP - December 2017 - 42
BXP - December 2017 - 43
BXP - December 2017 - 44
BXP - December 2017 - 45
BXP - December 2017 - 46
BXP - December 2017 - Los Angeles
BXP - December 2017 - 48
BXP - December 2017 - 49
BXP - December 2017 - 50
BXP - December 2017 - 51
BXP - December 2017 - 52
BXP - December 2017 - London
BXP - December 2017 - 54
BXP - December 2017 - 55
BXP - December 2017 - 56
BXP - December 2017 - 57
BXP - December 2017 - 58
BXP - December 2017 - 59
BXP - December 2017 - 60
BXP - December 2017 - Chicago
BXP - December 2017 - 62
BXP - December 2017 - 63
BXP - December 2017 - 64
BXP - December 2017 - Milan
BXP - December 2017 - 66
BXP - December 2017 - 67
BXP - December 2017 - 68
BXP - December 2017 - 69
BXP - December 2017 - 70
BXP - December 2017 - 71
BXP - December 2017 - Atlanta
BXP - December 2017 - 73
BXP - December 2017 - 74
BXP - December 2017 - Seattle
BXP - December 2017 - 76
BXP - December 2017 - 77
BXP - December 2017 - 78
BXP - December 2017 - 79
BXP - December 2017 - Ad Index
BXP - December 2017 - Cover3
BXP - December 2017 - Cover4
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