ANALYSIS 23
content that consumers seek. To get ahead of what Catch Me in Seconds will be in the future, businesses need to invest in technology.
Inclusive for all Brands are catering to individuals with physical or mental disabilities, unlocking the potential for an Inclusive for All business model. Companies are reframing their products and services to be more accessible to everyone, representing individuals beyond the mainstream and helping to reduce prejudice around diversity and differences. Brands are responding to a societal push for change. Businesses are making steps towards authenticity and inclusion, putting accessibility at the core of new product developments.
Authenticity, wellness and inclusion The rise of disability initiatives resonates within the broader health and wellness movement across the globe. It is not solely about being inclusive, but also about being physically and mentally healthy. Innovative products that tap into mood, emotional wellbeing and self-care are gaining momentum in consumer goods and redefining functional health. Within beauty and personal care, societal
pressures to look and appear a certain way are changing. Body-positive expression is on the rise, with cultural arts and the media reinforcing these changing ideals. Backlash against unrealistic and alienating standards continues to grow. Beauty standards are evolving and consumers are embracing who they are.
Consumers not only seek products that satisfy their needs but also reflect their own values. Whether it is for shampoo, a new pair of jeans or gaming software, consumers are looking to purchase products from companies that resonate with their beliefs. Looking at new ways to simplify their lives, consumers show more commitment to responsible brands. These new purchasing behaviours go hand in hand with interest in health and wellness movements and ethical attitudes.
An industry response Kohl Kreatives is an independent beauty brand specialised in stylish makeup tools tailored for cancer patients and individuals with impaired motor skills. Flex Collection, their signature product line, features free- standing brushes with easy-grip handles and fully bendable heads, giving consumers more precision and comfort in their daily makeup routine. Proceeds from brush sales go towards educational workshops and one-on- one makeup masterclasses in hospitals. Applying makeup can prove to be an important challenge for shoppers with visual impairments or limited dexterity. Kohl
April 2020
beyond self-expression and consumption driving this desire for localisation. Consumers are prioritising environmental responsibility while helping local businesses thrive and reconnect with communities. The Proudly Local, Going
Kreatives helps those with a physical disability experience the beauty industry, allowing consumers to transcend harmful stereotypes and be comfortable in their own skin.
Outlook
Disabilities come in myriad forms and often demand specific needs to navigate through everyday life. Companies must be more inclusive of the disabled community in their business models and address the needs of those often underserved. Those who seek to embrace diversity in their products must truly understand these consumers’ needs, putting the disabled community at the heart of their new product developments. Diversity will become a measure of a brand’s relevance, and Inclusive for All will be the new norm.
Proudly Local, Going Global Proudly Local, Going Global will become more sharply defined and relevant in 2020. It captures global consumer desire to adopt and appeal to a sense of individuality and growing national identity from local inspiration. There is also a growing expectation of multinationals to respond appropriately and creatively to local culture, social norms and consumer habits. Niche brands start their global route to success by accentuating their local credentials, keeping this at the forefront of consumers’ minds. At the same time, multinationals are becoming more sophisticated in shaping their products to local tastes and preferences without losing their core brand identity. Tuning into the Proudly Local, Going Global trend is a compelling business strategy to win and retain consumer loyalty. A 2019 survey by Wave X Remix Culture found more than half of consumers believed that local brands and products were more authentic than content and products from other countries. There are deeper ethical value shifts
Global trend is driving the rise of local consumer brands, especially in developing markets, going head to head with multinationals. For niche brands, regional and even global success has followed. Multinational companies are keen on localising their production or acquiring already established local players. Localisation strategies also help multinationals better adjust to consumer needs that arise due to cultural differences or lower purchasing power. The large and expanding consumer base is one of the key factors driving production localisation in markets, such as India and Nigeria.
Outlook People from the Proudly Local, Going Global trend are returning to their roots and traditions. This is reflected in the growing preference for local products and brands, which are seen as more authentic and better representing individuality. Niche brands start their global route to success by accentuating their local credentials, keeping this at the forefront of consumers’ minds. At the same time, multinationals are becoming more sophisticated in shaping their products to local tastes and preferences without losing their core brand identity. Tuning into the Proudly Local, Going Global trend is a compelling business strategy to win and retain consumer loyalty.
Reuse revolution Today’s sustainability leaders are tapping into new circular business models that aim to offer more with less through sharing, reusing, refilling and renting. Increased environmental awareness is driving the Reuse Revolutionaries trend, especially for younger generations who are prioritising experiences over ownership. This is creating sustainable business opportunities. New business models that avoid waste generation are appealing to more ethical consumers who are embracing sustainability through longer-lasting products.
The days of businesses taking unlimited materials from nature and giving little back are coming to an end. The linear economy based on take, use, dispose is broken. Over 89 billion tonnes of materials were extracted from the global economy in 2018, according to Euromonitor International. However, only 9% of materials were being recirculated, meaning 91% were wasted,
PERSONAL CARE EUROPE
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