Curious About Culture: Trends for a Brighter Tomorrow

The trend, explained:
In a world where bad news dominates the headlines, it’s no surprise that people seek products and experiences that bring them joy and positivity. There’s high demand for eye-catching products that are good for people and the planet. Brands have the opportunity to meet this need by leveraging their core brand story and using it to inject more optimism into their community. Some offer playfully indulgent products with functional benefits, while others lean into their heritage to inspire creativity and fun.

Examples that inspire us
Brands at Expo West were spotted leveraging nostalgia, nutrition, and positivity. Froot Thief’s “real fruit whips” add optimism by removing the guilt from a sweet treat with their healthy spin on a more sugary roll-up. Belgian Boys “turns up the happy” by reducing the time it takes to enjoy a classic breakfast with their new Brioche French Toast.

There are more ways to spread optimism beyond specific product innovations or engaging packaging. For some brands, when it’s properly ingrained in your positioning and culture, it seeps out of every action you take. Kristofer Crockett, Director, Global Brand Development at the Lego Group, discussed curiosity, play, and community being at the core of the brand in a future-forecasting panel at SXSW. At its heart, Lego is “a brick that represents endless possibilities and the ability to create a world of your own.” You can feel this essence in non-physical products like the movie franchise, and Crockett insists it will be instilled in every innovation moving forward.

Positive storytelling can also help enact change and provide hope for the world. Rez Moreno, founder of SUSTAIN the mag, hosted a panel that highlighted the importance of beating climate doom with inspirational and ethical climate storytelling. The panel emphasized the adverse effects of the media, which tends to have a fatalistic approach to the climate. Instead, they encourage giving people “evidence-based hope,” looking at positive progress achieved thus far and recognizing the small solutions that propel us to climate action.

Key Implication
Start by identifying the most authentic way to add joy for your brand. Keep your brand heritage, what you’re known for, and your brand community in mind. Then think of the best way to share this optimism: an uplifting tone of voice, nostalgic packaging refresh, or a new product innovation, perhaps.

The trend, explained:
Not just a buzzword, sustainability remains an important topic consumers care about. As humans become more conscious of the impact their purchases have on the environment, brands are taking note and making changes. Brands can avoid greenwashing by remembering that sustainability is about more than getting certifications. Sustainability should lead with humanity — caring for and inspiring the community, listening to farmers, and setting realistic goals based on the ability to achieve positive results.

Examples that inspire us
At Expo West, climate-conscious brands were seen purposefully ingredient sourcing, caring about animal welfare, and upholding transparent reporting of carbon footprint and sustainable initiatives. Seven Sundays cereal is on a mission to build a better breakfast from the ground up, including using upcycled ingredients like sunflower protein. Jessica Rubino, New Hope’s Vice President of Content, observed that “there was a lot about what CPGs can do for agriculture and for our planet.” Brands were seen taking sustainability a step further, giving back to the environment as much as they are taking with sustainable farming practices such as regenerative agriculture.

This year at SXSW, the focus was on an empathic and human take on inspiring brands and their communities to make a change for good. In one panel discussion, a conservationist, a data engineer, and a cognitive scientist joined forces to discuss ways to inspire climate action. Tips included using storytelling and imagery to inspire empathy for the planet. They advised that brands should encourage people to make climate-friendly choices for themselves as well as the environment because of the correlation between individual happiness and climate-friendly behavior.

Coach’s newest sub-brand Coachtopia also taps into a human-based approach to sustainability through community collaboration. This upcycled line was created alongside Gen-Z creators, makers, and thinkers to not only give opinions on the sub-brand concept but also to help design the handbags.

Key implication
Lead your brand sustainability message and storytelling with a human-centric approach. For example, create a dedicated team within your organization to focus on climate impact and/or celebrate the team you may already have dedicated to this. Empower your community by clearly communicating the benefits of small environmental choices, and invite them to join forces with you to make a bigger impact.

The trend, explained
As the plant-based movement continues to grow, it’s clear that plant-based options are no longer a niche product category; they are mainstream. Innovation has pushed the category into providing more than just a replacement for meat but also improved nutrition, flavor, and environmental care.

Examples that inspire us
We’re especially interested in the continued evolution of plant-based meat alternatives. Brands like Bored Cow are taking things to the next level with even more added nutrients, protein, and taste appeal than traditional meat products. Their animal-free protein milk uses microflora and plant-based inputs to create a milk alternative that rivals traditional dairy milk in protein content, while also offering added nutrients like calcium, potassium, vitamin D, B12, and A.

Denise Woodard, CEO & Founder of Partake, joined emerging plant-based voices to discuss the rise of “climatarians” and flexitarian diets. Stating that it is not just about being meat-free anymore, she said plant-based is a lifestyle change that can positively impact our health and wellness. In a featured session, An Imminent Shift In The Plant Based Ecosystem, attendees learned more about this lifestyle shift and even participated in a hands-on experience tasting a mushroom root-based protein product from Meati.

Key implication
Create the connection between the human benefits of going plant-based, such as lowering cholesterol, with planet benefits, like lowering greenhouse gasses. Innovate beyond suitable alternatives to instead create superior products that directly benefit the consumer, from their taste preferences to their nutritional needs.

The trend, explained
Beyond planet health, personal health is a growing area of interest, evolving from quick-fix wellness trends to accessible well-being lifestyles. Consumers aim to live a longer, healthier, and happier life, and with the help of innovations and technological advancement, they plan to do so with ease.

Examples that inspire us
At Expo West, leveled-up hydration was a hot topic. Brands like Cure Hydration and WildWonder showcased how enhancing water can have positive health implications. Cure Hydration makes getting in necessary nutrients and hydration easy with their functional drink mix made with natural electrolytes like coconut nut water and pink Himalayan salt. Meanwhile, WildWonder takes a preventative approach to food with their prebiotic and probiotic sparkling beverages inspired by the founder’s Chinese grandmother.

Optimized health will be more important than ever as humans live longer lives. Brands must keep in mind the elderly population, who are often overlooked but are playing a crucial role in shifting culture as the thought leaders of tomorrow. In the panel discussion Get Ready for a 100-year Life, Chip Conoly, founder of Modern Elder Academy, pointed out that the number of people over 60 now outnumbered those under five in 2020, and this trend is expected to continue. This means products, systems, and technologies must cater to this growing elderly population. Workout trends are also shifting this way as more emphasis is placed on health and longevity with micro-workouts that can easily fit into crammed schedules.

Key implication
Make health approachable and easy by considering the emotional needs of your community and balancing that with your brand’s authentic point of view. This could look like championing benefits in brand worlds and messaging so consumers know they are making smart choices or creating a content series that inspires consumers easily incorporate wellness into their daily life, reframing health goals as a means to live longer and better.