In the cosmos of this uncertain world, having tangible results and predicted ROI becomes a sustainable ritual for the brands to survive. For that purpose, they have to lure the youth who are leaning towards an intentional and sustainable living by mixing lifestyles, cultures, religion and food.
Even though they are trying to live mission-led lives, the crisis has messed up their mental health, and with unemployment at its peak, brands that can foster empathy, emotional connection, and acceptance will attract maximum audiences to tick off their sales charts. Experience design consultants have also suggested some of the concepts that their research has deemed to have a positive impact on people.
Building upon the culture
As people trace back their steps and relearn their cultures, traditions, and subcultures, brands should also be mindful of these people's traits and start integrating them into their design strategies. The percentage of younger people who are interested in the local traditional festivals and relics has increased. Plus, YouTube shorts based on facts about different cultures have hyped this already existing norm.
That's why brands have to showcase their commitments through some solid proof, like hiring local artists to reimagine the store's artistic environment or adopting some cultural etiquette or concepts with a modern twist to be relevant.
Make products a part of the consumer's lifestyles
All of us have products in our lives without which we can't live, like our mobiles. That's the kind of products and experiences a brand should be focused on creating, something that can urge them towards self-care and wellness alongside providing a memorable experience.
They have to sell a lifestyle to the consumers that makes them feel that it's something that they should have instead of being just a want. Prioritising health and wellness would be an important concept to grasp on. Conducting fitness classes or workshops that educate people about the benefits of a healthy routine can also lure more audiences. Plus, bundle deals and discounts have always worked with the masses.
For example, the Mental Health Center in Shanghai made a set of mooncakes that addresses different psychological needs. This trend was so much liked by the people that it has gone viral among young minds.
Celebrate small victories
Big or small, all victories and days should be celebrated. With a world almost dipping into the darkness of mental health issues, positive messages and actions become important.
To remove the rueful atmosphere, brands have to connect emotionally with the consumers and celebrate imperfections, self-love, body positivity and more. They can design experiences that make the consumers realise their small victories and positive aspects. This will not only be a good move from the sales perspective but will also make the shoppers feel valued and seen, which will ultimately impact people's future purchasing decisions.
For example, Chasmoon and Ganni collaborated for the brand's activation - ‘Wear Your Poem At Ganni’, where the shoppers wrote poems and had them printed and sewn on the product that they purchased.
Help consumers slow down
In this chaotic world where too many things are going on at the same time, people need a moment and space to relax and rejuvenate themselves. They need some place to pause and take a fresh breath to keep going, or they may even take a detour.
So, brands must design stores that calm people down and help them focus and understand the product. Create soft selling spaces that act as an antidote for a stressful life. Partnering with influencers that endorse this message is another wise way to do it, or simply create a room of your own that can relate to the shoppers.
For example, HITACHI collaborated with Dart Design to curate an experience centre. The design studio created a 3D product zone where the product demonstrated itself and created a ‘live product experience in a live environment.’ This store design made people stop and understand the products better.
Concluding words
With changing consumer profiles and the annihilation of brand supremacy, brands have to do what it takes to achieve their end goals. For that quest, you have to listen and understand what the experts, research and numbers are suggesting in the field, as it's the only way to climb higher in the revenue ladder.
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