Macro Trend - The Power of Transparency
"The future consumer will seek excellence both, concerning behaviour and product."
The more sophisticated a market becomes, so the customers develops a more intelligent approach to brands.
We think that in the future, customers will want to know about what is called the ‘back story’ – i.e. everything that happens before a product gets to the store.
Overconsumption is no longer a signal of success.
People start to experience mass consumption as depthless. It just doesn’t feel right to buy unnecessary things when people are starving. We see a new kind of responsibility that is evolving from the inside and therefore the expression of branding is definitely in the process to be redefined.
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