Trend Report - The Quest for Truth

Ques t For Tr ut h Ev er ys ec ondoft hedays ees24, 000gi gabyt esofI nt er nett r af f i c , 7000t weet s ,90, 000YouT ubevi deosvi ewedand2.

3mi l l i onemai l s s ent .I nt hi snew di gi t alwor l d,c ons umer sar eoneGoogl es ear ch awayf r om at or r entofr eadi l yav ai l abl er evi ews ,l eak sandr at i ngsof br andsmer chandi s e.A phot ogr aphc apt ur edonaphonec andepi c t ac onf i dent i alc onv er s at i on,danger ouswor k i ngc ondi t i onsorot her ghas t l yevi denc e.T hi sf l oodofdat ahasr es ul t edi nal ackofpr i v ac y f orbot hpeopl eandbr ands .F oral loft hos ec aughtatt hec ent r eof t hec r i s es ,f ew woul dhav eembr ac edt hei deaofbei ngc ompl et el y aut hent i c .I ns t eadt heʻ Ques tF orT r ut hʼwasf or c edupont hem,wi t h t r aumat i cc ons equenc est hatf ol l owed.

Wi t hr i s i ngi nequal i t yandgr owi ngj obi ns ec ur i t yi naf f l uentc ount r i es , s c ept i s m aboutwhatbr andsdoi smuchhi ghert hanbef or e.

Cons umer sar edemandi ngmor ec l ar i t y,whi l s tyear ni ngf oramor e t r ans par entr el at i ons hi pwi t hbr ands .T hi sr epor twi l lgi v eani ns i ght i nt owhatgl obalbr andsmus tunder s t andt os t andoutc r owded mar k et pl ac e:embr ac et heʻ Ques tF orT r ut hʼorr i s kbei ngl ef tbehi nd.

“ 88%oft heur ban mi l l e nni al r es ponde nt st r us t r e vi e wsmor ewhe n t he ys eebot hgood andbadr e vi e ws whe r eas67 %of r es ponde nt s s us pec tc e ns or s hi p orf akedr e vi e ws i ft he r ear e n’ tany negat i v ec omme nt s orr e vi e ws . ” ( Appe ndi xC)

7 .Bec ons c i ous Ac ons i der edappr oacht owhatwebuyandwher ewebuyi t i sgat her i ngs t eam,i nc r eas i ngl y,f as t f as hi oni sdeemedas unc ool“j unkf as hi on”.I ns t eadweʼ r ebegi nni ngt os ee c ons c i ousc ons umpt i onexpand,wher ebr andsar ehones tand upf r ontwhi l s tdi s c l os i ngev er ydet ai lofapr oduc t ʼ sl i f es t yl e ( WGSN,T hi nkT ank :Def i ni ngL uxur y,2015) .

Asment i onedpr evi ous l y,Ev er l ane,c ompl et el yexc elasan aut hent i cbr and.Notonl ydot heyai mt omak eapr of i tbut t heyal s oc ampai gnf orchange.T heywantc ons umer st oget t ok now t hei rc l ot hes ,f ac t sandt hef ac t or i est heyar e pr oduc edi n.

Whataboutt hef abr i canddyei ng?Wher et hec ot t onc ame f r om andhow t hef ar merhar v es t si t ?Ac c or di ngt oEv er l ane, t hes eques t i onsar enʼ taddr es s edenough–whi chi swhyt hey optf orc ompl et el yt r ans par enc yandt r ac eabi l i t yi ni t s 8.St at usT es t s Ur banmi l l enni al sar el ook i ngf orexc l us i vi t y-t hes ens eofs c ar c i t y, t hatf eel i ngofbei ngupagai ns tt hec l ockt ogr abs omet hi ng l i mi t ededi t i onandaut hent i c .T hi ss howsnos i gnofwani ngei t her wi t hMor t enGr enber gofSc enar i oMagazi ne( 2015)s t at i ng,“I na t i mewhenani nc r eas i ngnumberofmi l l enni al sc anaf f or dmor e andmor e,andwher et hemaj or i t yoft hedemoc r at i cs oc i et i es hav eequalac c es st oev er yt hi ng,i mper manenc ehasbec omea l uxur y” Ac t i ngupont hes e,anot herac t i onabl eoppor t uni t yf orbr andst o achi ev eal ev elofaut hent i c i t yi st oc r eat es t at ust es t s .F orur ban mi l l enni al s ,s t at usi soneoft hek eymot i v at or sofdr i vi ngmuchof whatt heydo.Ac c or di ngt oT r endwat chi ngʼ sʻ 5T r endsf or2016ʼ r epor t ,i n2016,c ons umer swi l lembr ac eanew t wi s tona t r adi t i onalf or m ofc achet :exc l us i vi t y .T hi smeanss t at ust es t st hat f or c et hem t oac t i v el ypr ov et hei raut hent i c i t yt obr andst heywant t obuyf r om.Wheni c ec r eam c anbedel i v er edt het axic ompany, Uber ,i t ʼ sc l eart hatt hedoor st oexper i enc emar k et i nghav ebeen open.

Anot herf or m ofSEM mar k et i ngi sNet f l i xʼ sunv ei l i ngofʻ T he Swi t chʼ .Somehow t hec onc eptof“Net f l i xandChi l l ”haswent f r om bei ngat hr owawayi nt er netmemet os eemi ngl ybec omi ng t hef oundat i onf orhal fofal lmi l l enni aldat i ng,andnow ʻ T he Swi t chʼbut t onc anaut omat i c al l ys wi t chont heTV,l aunchNet f l i x, s i l enc et hephones ,di mt hel i ght sandc anev enor dert ak eout ( I ngr am,M.2015) .T hi shumor ousdi s pl ayofaf f ec t i onpor t r ays Net f l i xasaʻ humanbr andʼwhi l s tal s oc at er i ngt ot hel i f es t yl eof t heur banmi l l enni al .

I nc onc l us i on,i ti sc l eart hat t he r ear eanumbe rof ‘ Aut he nt i c i t yAt t r i but es ’ br andsmus tadopti nor de rt o bec omeanaut he nt i ce nough br andf ort heur ban mi l l e nni al .Oneke yf ac t ori s s us t ai nabi l i t y .

Wi t hs oc i al r es pons i bi l i t ygr owi ng: qual i t ybec omesamat t e rof whomakesyourpr oduc t sand howt he yar emade.

A by pr oduc toft het hr owaway s oc i et y ,f ai rl uxur yi snowt he ne wi dealbec aus ei tl eav esno s t ai nont hec ons c i e nc e.