24 ANALYSIS
according to the 2019 Circularity Gap Report. This inefficient model, where non- renewable resources are under-priced, overexploited, transported, used and discarded around the world, has devastating consequences for people and the planet.
Recycling is no longer enough. Reuse Revolutionaries are now looking into ways to decrease their footprint with disruptive business models becoming mainstream. The reuse economy, where materials and products are reused several times, is booming.
Companies are shifting from products to services using subscription models that retain ownership. This ensures brand loyalty and an efficient use of available resources. The reuse economy is critical to achieve sustainable development. This approach saves materials, prevents valuable products from going to landfills, reduces price volatility of raw materials, decreases supply chain risks and boosts resource efficiency.
Outlook With sustainability affecting brand perception, businesses are launching subscription models and reusable or refillable options to meet ethical demands from Reuse Revolutionaries. Companies tapping into the Reuse Revolutionaries trend will need to find the balance between sustainability and convenience as consumers still rank efficacy, value and aesthetics as desired characteristics. To do so, companies need to incentivise consumers to switch to reusable or refillable options that are both convenient and affordable. As more companies integrate reusable packaging into their product lines, this option will become less of a competitive advantage and more of a must-have.
We Want Clean Air Everywhere Growing concern for personal wellbeing and the environment is putting air quality in the limelight. Mounting pressure on governments to avert rising temperatures is manifesting consumer activism. From travel backlash to going vegan, these measures aim to save the planet from potential ecological disaster. The We Want Clean Air Everywhere trend highlights how awareness of air pollution is impacting consumer choice and how brands are positioning themselves to target environmentally conscious consumers.
An industry response Drunk Elephant introduced D-Bronzi Anti- Pollution Sunshine Drops, a serum that protects the skin from the adverse effects of air pollution. The product directly caters to the needs of health conscious We Want Clean Air Everywhere consumers. It is free
PERSONAL CARE EUROPE
of drying alcohols, silicones, chemical screens, fragrances and sodium laureth sulfate and contains antioxidants and natural ingredients. As consumers become more aware of air pollution, companies are creating products that can help shield their skin from the adverse effects.
Outlook We Want Clean Air Everywhere will continue to be powered by younger generations. The future is pointing towards cleaner and more sustainable cities that prioritize the wellbeing of natural ecosystems. Climate activists will intensify their stance against carbon emissions, further pushing consumers and businesses to do their part in 2020.
Minding Myself
Minding Myself is bringing mental wellbeing to the forefront of consumer concerns in 2020. One in four adults in the developed world suffers from anxiety. Yet, under half receive treatment. At the same time, consumption of self-medicating stress-relief products, such as cigarettes and alcohol, is declining. Instead, consumers are seeking outcome-based goods to address specific mental wellbeing needs and prevent the physiological effects of stress, worry and sleeplessness. The future of socialising will be redrawn. Responsible stimulation and mental wellbeing will be the new normal as consumers seek their “holistic happy.” Products positioned for mood enhancement, relaxation, stress- and anxiety-relief and boosting brain function are increasingly prevalent across a range of industries from soft drinks to cosmetics. The modern consumer, worried about worrying,
is no longer basing a purchasing decision on what product or ingredient they want or when they want to consume it, but rather the specific outcome they will get and how it will make them feel.
Legal cannabis is at the forefront of catering to the broad spectrum of mental wellbeing, specifically mood enhancement, using different strains of one ingredient. Euromonitor International predicts the global legal market for cannabis will reach USD166 billion by 2025. Arguably, this dynamic and disruptive industry led the way for other consumer products to position themselves in a similar outcome-based manner. This could be the inclusion of functional botanicals in food and beverage products, such as turmeric, mushrooms, ashwagandha and matcha, or hormone stimulants in neurocosmetics or nature- mimicking scents in beauty products. Branding and consumer communication directly reflect the Minding Myself trend with recent brand launches for non- alcoholic beverages, including Just Chill, Chill Out, Recess, Mood and Good Mood. In beauty and consumer health, the link between the olfactory senses, memory and mental wellbeing is well-established and the main driver behind the concept of aromatherapy. More functional fragrances have appeared in the last year, either evoking the smell of nature or using botanicals to calm the wearer.
An industry response
Functional Fragrance is a unisex blend that alters the wearer’s emotional state, relaxing and calming the user to reset during high- stress moments. Nue Co collaborated with fragrance firm, Firmenich, and perfumier, Frank Voelkl, to create the blend that is based on research from the Brain and Behaviour Laboratory at the University of Geneva showing the connection between cognitive function and the olfactory system. Connecting the olfactory senses, memory and mental wellbeing to calm and soothe the wearer through fragrances is an apparent way that beauty brands are exemplifying the Minding Myself trend. Functional fragrances are part of the nascent neurocosmetics trend driven by clean beauty.
Outlook
Minding Myself is a powerful long-term trend, bringing the mind and mental wellbeing to the forefront of consumer concerns. Purchasing decisions will be based on personalized need states to address areas, such as anxiety or low energy, across a range of industries. The Minding Myself trend ultimately heralds a new future of socially responsible intoxication for traditional stimulants like alcohol and tobacco.
PC April 2020
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