The COVID-19 pandemic has caused people across the world not only to pay closer attention to physical health, but also nourish their mental and emotional state of mind. The truth is that brands have the unique chance to help support consumers’ self-care journeys, as people begin to turn what they once saw as an occasional treat into lifelong habits.
Consumers are not interested in just a single brand or product that can solve their needs. On the contrary, they are seeking benefit-oriented solutions to meet their health and wellness requirements. As a matter of fact, consumers who carefully consider the environment/society and their loved ones when making purchasing decisions are hoping brands will help them feel like they are “better people”. In order to identify the impact of self-care on the Branding industry, we would like to introduce you to 3 different types of care your brand can go for.
The pandemic has put a strain on people’s mental health. Anxiety and loneliness have become commonplace, and as such, people have gravitated toward new methods that bring moments of peace to their hectic lifestyles. The result is that today´s self-care practices, such as mindfulness or meditation, are becoming routine.
For instance, the snack company Mondelez, Oreo’s manufacturer, has demonstrated how permissible indulgence is a huge part of these mindful choices. The company promotes “mindful snacking”, and plans to include mindfulness tips on all its packaging worldwide by 2025 includes: minimizing distractions, focusing on the smell and taste, and noticing the textures. Can your products or services inspire people that seek new ways to care for themselves?
Consumers feel guilty when they use products that make it easier to care for themselves and those around them. In general, they worry that using these products make them seem less devoted to caring for others. In short, many consumers can be reluctant to buy those products- even if this purchase could significantly improve both their quality of life, as well as facilitating efforts to care for loved ones.
An example of a product designed to support caregivers yet firmly admonished is “SNOO”: a crib that automatically senses when a baby starts crying and rocks them back to sleep. The product was strongly criticized on social media. For many consumers the product would enable lazy and detached parenting. Due to this idea, a new strategy was built to help overcome this paradox: switch to a positioning that enhances and emphasizes caregivers’ efforts, rather than focusing on how the product makes life easier. The key was to recognize and highlight the caregiver’s role and efforts by integrating them into the positioning strategy, instead of only focusing on the functional yet cold benefit of the product itself. Have you considered the weight of your brand positioning on an emotional level?
As brands have scrambled to communicate their good intentions in terms of sustainability, not all of them have managed to avoid coming off as dishonest or opportunistic. Greenwashing can be as subtle as a misleading packaging choice, all the way up to fossil fuel companies touting themselves as being eco-saviors.
The fast fashion industry is notorious for its environmental impact. For example, the clothing company H&M released a conscious collection made from more sustainable materials in 2021. According to a report carried out by the UK’s number one street paper and social enterprise, The Big Issue, 96% of the claims made by H&M did not hold up under further scrutiny. Having said that, do you really think that your Brand is sustainable?
All in all, we strongly recommend thinking about how your brand can help consumers to feel better about themselves, their loved ones and the environment. An IBM 2020 global study found that brand purpose is more important to today’s shoppers than cost and convenience.
Is your Brand capable of adapting to different scenarios?
At PointBleu Design, we are looking forward to hearing from you.