opportunities for brand engagement through...
TRANSCRIPT
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The Millennial consumer Opportunities for brand engagement
through packaging design
Chris Aukett
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People Design The Big
Picture Design
World class insight to
inspire exceptional design
5
The Millennial consumer Opportunities for brand engagement
through packaging design
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Millennials: mindset not
birthday
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Design, not just packaging
Digitally minded consumers
Experiences over possessions
Anti mass marketing
…but this is Not new news
generation rent # Yolo
A contradictory cohort
What happens when
Millennials Grow up ?
And how can design engage them?
Farewell #fomO, hello #jomo
Unique users of digital
virtual assistants are set
to rise from 390 million in
2015 to 1.8 billion
worldwide by 2021
A.1. Gen-Z are completely at
ease with this, having
been born digital
Millennials use tech to
make life easier, but still
crave ‘simpler times’ and
human quirks
Hypothesis 1: emergent anthropomorphism
looking for brands to provide a
sense of control/security in their
new 30-something [family]
lifestage
…through human qualities
Craft
Artisanal
cues Friendly TOV
Hypothesis 1: emergent anthropomorphism
Hypothesis 2: evolving health codes
As a.i. makes health more
seamless, what will this mean
for the role of pack?
If your wearable Provides the
nutritional information you need,
what are the opportunities for
pack?
Hypothesis 2: evolving health codes
Science craft >
Apothecary exotica
Beauty inside = beauty outside
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design for
delight at the
second moment
of truth
Hypothesis 1: less of a role for pack 'in-store'
IGD research, 2015
“We’ve seen a year-on-
year increase in the
number of shoppers
claiming to buy most of
their grocery shopping
online – 11% now,
compared to 6% in
2011”
Hypothesis 1: less of a role for pack 'in-store'
System 1 identification is key
online… if pack is even
shown!
The second moment of
truth arguably becomes
more important for pack…
…in order to build brand
engagement with Millennials
Hypothesis 2: more of a role for pack at home
• Millennials will seek out lifestyle brands
• Repurposed packaging in the home
• More room for beautiful, decorative pack
design
• Food is Beauty
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Altruistic Health
“ brands should look to make
an impact in the universe
without making an impact on
the universe” dominic, 19
Hypothesis 1: health codes that go further
Health codes will not just be
about doing good for you…
…but be about wider
social, cultural
health too
Hypothesis 1: health codes that go further
3 things to consider to engage future millennials
A.i.
• How can your brand balance the seamless benefits of A.I.
while still feeling human and reassuring for millennials?
design for
delight
• How can your brand engage at the second
moment of truth?
• How can you go beyond bodily/functional health to
cue more altruistic brand values? Altruistic health
Chris Aukett [email protected] http://www.bigpicture.co.uk