RETAILTREND_5

Branding and Retail Trends for 2016 – Trend #5 21st January 2016

Social Consciousness tying in with the brand

CSR imperatives are mandated for organisations of certain sizes, but leveraging the right CSR activity that builds on what the brand stands for, adds a valuable dimension to an organisation’s brand building effort. Food brands for example could help farmers through pricing, training or any other avenue they see fit.

There are brands like TOMS that have built their offering around a social cause. When a consumer purchases a pair of shoes for themselves, TOMS provides a pair of shoes to a child in need. This gesture not only mitigates consumer guilt over an extravagant purchase but also builds on the do good, feel good factor of buying into the brand. This also generates conversations around the brand.

These trends we have forecast for India are at a basic level since we foresee these as the first ones to change in the coming year. The higher-order experiences within the above trends will be the next steps in the coming years.