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BRAND SACRIFICEOne powerful question for brands to answer in 2015: what are you prepared to SACRIFICE?

GLOBAL TREND BRIEFING

OCTOBER 2014

Okay, that’s a simplification of a complex issue.

But when it comes to making the world a better place, many

consumers are setting a more stringent standard for brands

than they are for themselves.

And let’s face it, given decades of unethical operations, rampant

pollution, disinformation and more, brands deserve it. After all,

many brands have worked extremely hard to create many of the

behaviors and lifestyle choices that well-meaning consumers

are now finding so hard to change.

Consumers don’t want to make the world a better place.

They want brands to do that for them ;)

BRAND SACRIFICE 2www.trendwatching.com/trends/brand-sacrifice

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In a global survey of 30,000 consumers,

72% of people said that business is failing to

take care of the planet and society as a whole.

ACCENTURE & HAVAS MEDIA, JUNE 2014



The situation now? Endless brand sustainability initiatives and

CSR-speak; endless consumer skepticism.

The only meaningful path left for brands is to stop talking

and act. One powerful form of action that will rise to the top

of the consumer agenda in 2015? Real, constructive, painful

SACRIFICES.

Because the message from many of these consumers will be

‘do as I say, not as I do’.

Sounds unfair? Who said consumers had to be fair?

Still, if you take some time to understand the epic force driving

this trend, you’ll understand why consumers are acting

this way...

What are you prepared to SACRIFICE?

The powerful question consumers will be

asking brands in 2015.



In the pursuit of the nirvana that is

GUILT-FREE CONSUMPTION, consumers are

looking for brands to make SACRIFICES

(so they don’t have to).



SACRIFICES aren’t easy.

WHY?

We know plenty of consumers agree that it would be good for

the planet if we all flew a little less. But how many consumers

are really stopping flying? (How many flights have you

SACRIFICED this year? ;)

The US Department of Transportation reported domestic routes

were 87.4% full in June 2014 – a new monthly record, while the

IATA reported global passenger demand had increased 5.9% in

the year to date vs. the comparable period in 2013.

Because while some consumers are actively making

SACRIFICES of their own, many more crave a new kind of

consumption: one that allows continued indulgence without

guilt over negative impacts on SELF, SOCIETY or the PLANET.

In fact, they’re downright painful!



The easiest and most desirable way for

consumers to assuage (or obliterate!)

their guilt?

For brands to make visible, meaningful

and constructive SACRIFICES: of products,

processes, attention and opportunities.



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SACRIFICING FOR THE SELF

FEATURED INNOVATIONS

See how these brands and businesses are SACRIFICING to reduce negative impacts on consumer wellbeing.



FEATURED INNOVATIONS: SACRIFICING FOR THE SELF

CVSUS drugstore chain stops selling tobacco products


http://www.cvshealth.com/research-insights/health-topics/were-tobacco-free



TescoUK supermarket removes checkout candy


http://www.tescoplc.com/index.asp?pageid=17&newsid=978



SubwaySandwich chain removes potentially harmful chemical from its bread in the US


http://www.subway.com/subwayroot/about_us/PR_Docs/Our%20Commitment%20to%20our%20Customers%20-%20Removing%20Azodicarbonamide%20from%20our%20Bread.pdf


SACRIFICING FOR SOCIETY


See how these brands are making sacrifices to reduce negative impacts on society.



FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY

IntelChip maker stops using minerals from conflict zones


http://www.intel.co.uk/content/www/uk/en/corporate-responsibility/conflict-free-minerals.html



GuinnessDrinks brand pulls out of NY’s St. Patrick’s Day parade over LGBT participation exclusion


http://www.reuters.com/article/2014/03/17/usa-boston-st-patricks-idUSL2N0MD0AP20140317



AppleCEO claims that consumer privacy is protected because company profits from device sales rather than advertising


https://www.apple.com/privacy/


SACRIFICING FOR THE PLANET


See how these brands are making SACRIFICES to reduce negative impacts on the planet.



FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET

TeslaUS electric car manufacturer won’t enforce its patents


http://www.teslamotors.com/blog/all-our-patent-are-belong-you



STA TravelUK travel company says no to the unethical treatment of animals


http://www.statravel.co.uk/



H&M, Forever 21, Topshop, ASOS & moreFashion retailers stop selling angora wool products


http://www.peta.org/blog/major-retailers-drop-angora-wool/


NEXTSo what is your brand prepared to SACRIFICE?



Time for a SACRIFICE audit?Want to apply this trend? Start with an

A-Z audit of your organization intended

to identify potential SACRIFICES.

Remember, SACRIFICES should be

constructive, not purely cosmetic.

That means they’re going to hurt.

Need more tips? Keep reading for a step-

by-step checklist to run with...

NEXT



1. SACRIFICE something you sell.One crystal clear kind of SACRIFICE?

Stop selling something that’s causing

harm to consumers, society at large,

or the planet.

See how Tesco are to stop selling candy

at checkouts, citing consumer health as

the reason.

NEXT



2. SACRIFICE something you do.Another key type of BRAND SACRIFICE?

Stop or change some aspect of your

process in the name of SELF, SOCIETY

or the PLANET.

See how Intel stopped using minerals

from conflict zones.

NEXT



3. SACRIFICE something you have.SACRIFICES can also be about giving up

something you hold dear (and that has

significant value), for the greater good.

Witness how Tesla ‘gave up’ their

intellectual property despite knowing that

doing so may empower competitors.

NEXT



4. SACRIFICE attention.A less tangible form of SACRIFICE, but

one that can speak volumes about who

you are.

SACRIFICE attention because you think

the platform – or others standing on it –

are causing negative impacts.

NEXT



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PAUL BACKMANChief Client [email protected]

ABoUt UsEstablished in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts

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