Behaviors Turn To Businesses

Putting the relevancy in The Relevancy Read.

1. Rate of Consumption.

Rising concern for the planet and our resources has overconsumption on notice, consumers curbing their shopping habits, and the afterlife of products thoughtfully measured. As The Co. expected, a circular system is the end goal, particularly for the Millennial, Gen Z, and Gen A consumers. Upfront considerations now include assessing the resale value, putting the product into the second-hand market, and recouping some of the original spend. In the name of a better ecosystem all around, platforms like the Croissant browser extension, which helps you determine how an item you may purchase now will fair in the resale market, or the Fizz social app, which creates a marketplace out of your college campus, are setting all players up for a win-win. 

CD & Co gave you the heads up:

Gen Z’s ABC’s, 2022
The Relevancy Read: May 23, 2023

2. Immersive Experiences.

Living in a highly digitized world, immersion in a brand or experience, as forecasted by CD & Co., is now a point of entry for powerful branding. People’s interest and enthusiasm for a brand they love only amplify when it engulfs and entrances them. Latest to execute on the model: Ginori 1735, the storied Italian tableware company and one-of-a-kind retailer, Bergdorf Goodman. Opening Café Ginori in BG, with an entirely shoppable restaurant, including chairs, lighting, and dishes served on color-coded Ginori china. The Jenni Kayne Ranch opens in Santa Ynez, with a full-scale interior design project showcasing the design services, home collection, and skin care products, Oak Essentials, in a real-world environment. Rumor has it that you can rent the home and schedule wellness services for your stay. 

CD & Co gave you the heads up:

Industrious Thinking: Retail & Fashion, 2021
The Relevancy Read: November 29, 2022

3. Exploration and Discovery.

We staked ground on when the consumer would be back to booking and flagged the fascination with train travel kicking in. Now, we can’t stop seeing it. Luxury train travel got a punch in the arm as air travel became more costly, more crowded, more delayed, and a little more dangerous. High-end excursions by Belmond Trains, thematic experiences by Orient Express Trains, commuting made modern by Brightline, and celebrated occasions like a recent 30^th birthday party for CeCe Wade we caught on Instagram that personalized the Belmond train trip from Venice to Paris. So, don’t just sit there; find a link to your business with train travel. Maybe take a page from our Coller Davis archives and kit out a train car with your brand’s product or service offering (Sak’s did this in 1936 with their ski apparel and accessories). Or, better yet, book an inspiration session with us to comb through the archives. 

CD & Co gave you the heads up:

The Relevancy Read: December 20, 2022
The Complete Guide to Travel & Leisure, 2023

4. Climate Concern.

As water usage and the production processes of certain commodities strain resources, consumers are more careful about their choices, and the businesses that rely on these ingredients and procedures make concessions to accommodate future positioning. The supplies of coffee and chocolate crops are very susceptible to climate change and water scarcity. Aware of this, Starbucks is pivoting to present alternative drinks using alternative ingredients, and we see chocolate makers are using chocolate more sparingly by way of drizzles or creating cocoa-free treats. To educate on the topic, Starbucks is producing movies to discuss its business challenges and directions. This positions the brand, as well as the business, for potentially diversified income streams. Sbux movie studio? Let’s see. 

CD & Co gave you the heads up:

Industrious Thinking: Food & Beverage, 2021
Getting To Know Gen A, 2022

5. Wellness and Self-Care.

The newest in the line of behavior-to-business indicators, baby beauty. When the Sephora aisles got jammed up with teens and tweens buying 10-step skincare routines, we knew there would be equal and opposite reactions. Our suggestion then: start developing or curating skincare and beauty products that strip out any chemicals that are premature or damaging to too-young skin. Get ahead of the consumer…that’s how this works. A business strategy we still strongly endorse for go-forward plans. How do we know we’re on the right track? This week, an article came out about summer camps banning makeup. We see a huge whitespace for a brand or business that tackles this in a timely, tactical, and clever way. 

CD & Co gave you the heads up:

The Relevancy Read: August 15, 2023
The Kids Are Not Alright, 2024