THE TRENDERA FILES

Trendera

THE BIG BRAND ISSUE AMC THE TRENDERA FILES: THE BIG BRAND ISSUE

CONTENTS

27 Household INTRO 4 28 Technology 29 Entertainment / Media

30 Apparel

31 Retailers SOCIETAL SHIFTS 7 32 Miscellaneous 33 Alcohol / Tobacco 8 The Z Suite 34 Trending Brands 10 Brand Passion 35 Most Trusted Brands & Why

36 Most Loved Brands & Why

37 Brands They Are Most Passionate About BY THE NUMBERS 12 & Why

13 Methodology NOW TRENDING 14 Toplines Trendera40 20 Brands They Trust Overall

21 Brands They Love Overall

22 Beverages 23 Fast Food Chains BRANDS DOING IT RIGHT 44 24 Grocery

25 Personal Care

26

AMC2 TABLE OF CONTENTS

POP CULTURE ROUNDUP 49

KEY TAKEAWAYS 52

BRAND LISTS 54 55 Brands Surveyed By TrenderaTrendera

AMC3 THE TRENDERA FILES: THE BIG BRAND ISSUE

These days, it seems everything is a brand — products, places, people, pets. But in a sea of brands, what makes one brand stand out and another fade into the background? How can brands transcend from lukewarm to loved? Is the power of influencers increasing or decreasing? Are all influencers created equal? And perhaps most importantly, how can marketers appeal to Gen Z versus Millennials?

We designed this special research report to tackle all of these questions and more, because the truth is it’s tough to be a brand right now — there are landmines lurking everywhere, whether it’s political issues, personalities, or simply the rapid pace at which culture and consumer tastes are evolving. Trendera In this report, you’ll discover the latest macro and micro trends shaping brands and marketing as well as insights from our recent survey of over 600 Gen Z and Millennial consumers. Our hope is that you walk away with new insights, inspiration, and strategies to maximize your brand’s reach and relevancy. Enjoy!

TRENDERA

AMC4 INTRO

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AMC5 THE TRENDERA FILES: THE BIG BRAND ISSUE

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AMC6 Trendera

SOCIETAL SHIFTS

AMC7 THE TRENDERA FILES: THE BIG BRAND ISSUE

THE Z SUITE

Brands and consumers have gotten quite cozy in recent years. While Millennials became brand bffs and co-creators, Gen Z is simply taking over the board. Recognizing that nobody knows young people as well as themselves, future-forward companies are often handing over the reins to their target consumers, giving Gen Z unparalleled access, responsibility, and control over major strategic and creative decisions. Though teen panels and consumer feedback have been a part of marketing plans for a while, young consumers are gaining a larger and more important voice than ever before.

YOUNG BOARD MEMBERS: AMERICAN EAGLE

Supporting Parkland students, LGBT rights, and body inclusivity, American Eagle has firmly established its reputation for brand activism. Now, the company is taking things a step further with a new young consumer council. TrenderaNamed AExME, the group is composed of nine influencers in their teens and early twenties who are “living out their values” and includes members such as Delaney Tarr, cofounder of March for Our Lives, Gabby Frost, founder of mental health organization Buddy Project, and Joseph Touma, creator of political initiative Bridge the Divide. The group meets periodically to help make important decisions on behalf of the company as well as to receive mentorship from leaders within American Eagle. Thus far, the council’s recommendations have resulted in an in-store program that planted 155,000 trees in forests impacted by the California wildfires as well as a denim recycling program that has collected over 11,000 pairs of jeans.

AMC8 SOCIETAL SHIFTS

GEN Z INCUBATORS: CALVIN KLEIN

Calvin Klein, also known as one of Gen Z’s favorite underwear brands, is in the midst of a brand shakeup. Most recently, the label announced the creation of an “InCKubator,” a team composed of young employees based in New York that will release between four to six initiatives per year with complete creative freedom. CMO Marie Gulin-Merle explained that the new group “will have license to challenge the status quo, push back, and propose ideas that nobody has thought of.” Launching under a new Calvin Klein label, the InCKubator will undoubtedly help Calvin Klein stay ahead of the curve by allowing members of its target demographic to shape content, retail, experiences, and clothing.

CREATING WITH, NOT FOR, GEN Z: SNAPCHAT

At this year’s Cannes Lions festival, Snapchat presented findings from a joint study with JWT Intelligence, which concluded that 48% of Gen Z uses their free time to do something creative and 46% use social apps to express themselves because it’s a passion, rather than to create a personal brand like their Millennial counterparts. With this passion comes a penchant for “hacking” or adapting apps to their needs, whether it’s manipulating Snapchat’s AR lenses, scouring various social apps to crowdsource content for print zines, or selling art via links on Depop. With this innate creativity, the report argues that the way to best serve Gen Z is not for brands to ideate for them, but to incorporate their innate creativity into the process from the beginning.

TrenderaBOTTOM LINE:

Gen Z is a sophisticated group that recognizes the value of their ideas. They expect brands not only to listen to them, but also to bring them into the creation process and give them the tools and authority to make decisions that will bring about the changes they long to make in the world.

AMC9 THE TRENDERA FILES: THE BIG BRAND ISSUE

BRAND PASSION

Our brand survey revealed that consumers today are more consciously choosing brands that make them happy and offer a clear emotional payoff — a combination of uplifting their mood, price/value, and popularity among friends. But what makes one brand rise above the rest? The labels young consumers tend to be most passionate about are the ones that aren’t necessarily the most utilitarian, but those that bring them joy day-to-day. Most importantly, consumers have come to expect joy not only from a brands products or services but from a brands digital marketing efforts. Indeed, it seems brands that make a concerted effort to connect and create meaningful content on their social channels are the ones that consumers are most passionate about.

SOCIAL STAR: KYLIE COSMETICS

62% of Gen Zs say that seeing a brand on social media has become more Trenderainfluential in their decision to try a new brand. For example, Kylie Cosmetics, which is also one of the trending brands consumers love most right now has been built, primarily through social presence. Founded by Gen Z icon , Kylie Cosmetics has showcased the enormous success a company can achieve through beautiful packaging made for Instagram. From timely and relevant stories that highlight product narrated by Kylie herself to mastering the art of limited-edition drops that sell out in minutes to collaborations with other notable stars and influencers such as James Charles, Kylie Cosmetics is a digital brand fit for any Gen Z in the digital age.

AMC10 SOCIETAL SHIFTS

PERFECT PARTNERSHIPS: HALO TOP

Halo Top has differentiated itself as a guilt free daily indulgence primarily on digital channels. Forgoing traditional marketing until recently, the brand invested heavily in broadcasting an authentic tone on Twitter (chiming in with relevant pop culture references and a steady use of emojis), geographical targeted ads on Facebook, and most importantly influencer content on Instagram and YouTube. With 56% of consumers saying they can tell whether a brand is for them based on its partnerships and collaborations, Halo Top’s strategic decision to partner with fitness gurus such as YouTuber Whitney Simmons, highlighted the value proposition of their product and targeted their ideal consumer.

COMMUNITY & CULTURAL RELEVANCE: JORDAN

Jordan has marketed itself as a universal brand for everyone, not just major athletes. From partnerships with Parisian musician Lean Chihiro to soccer player Neymar, the brand is showing that it is versatile and for more than just the sports enthusiast. Some choose Jordan as a fashion statement and others for its utility. Moreover, 70% of consumers say that a friend liking a brand is becoming more influential in their purchasing decision and Jordan happened to be one of the top brands young people are passionate about. A timeless brand that has stayed consistent and communal yet fresh with limited-edition drops and remakes of past editions, Jordan is a company to look to for inspiration on preserving cultural relevance.

TrenderaBOTTOM LINE:

Both emerging and established brands must make a case for why and how their product and service will be better than others when it comes to trustworthiness, price-point, utility, and perhaps most importantly, joy.

AMC11 THE TRENDERA FILES: THE BIG BRAND ISSUE

Trendera

BY THE NUMBERS

AMC12 BY THE NUMBERS

METHODOLOGY

Trendera surveyed 643 nationally-representative consumers in July 2019. The survey was distributed online and via mobile phone. The respondent breakdown was as follows:

13-34 YEARS OLD evenly distributed

206 GEN Z (13-17)

217 GEN Z (18-24)

220 MILLENNIALS (25-34) TrenderaMale/female split for each generation

AMC13 THE TRENDERA FILES: THE BIG BRAND ISSUE

TOPLINES

THE STATE OF BRANDS With so many options to choose from, consumers seem to be gravitating toward brands with a clear personality, point of view, and social media presence.

83% think brands should have unique personalities 57% believe the brands they buy communicate who they are to others 57% can tell whether a brand is for them based on social media 56% can tell whether a brand is for them based on its partnerships and collaborations

THE BRAND/CONSUMER RELATIONSHIP While the majority of consumers love to try new brands, nearly half of consumers perceiveTrendera themselves as loyal to the brands they like. 84% like trying new brands 47% consider themselves loyal to the brands they like

AMC14 BY THE NUMBERS

TOPLINES

TRYING NEW BRANDS Consumers overall said the drivers that have become more influential in their decision to try a new brand are largely review-based.

84% 79% 79% 70% 69%

Deals/discounts Personal User Friends Expert recommendations reviews liking it reviews

Perhaps in part because of this, endorsements and advertisements appear to be becoming less influential than the above.

65% Trendera56% 55% 46% 46% Celebrity use/ Influencer use/ TV Brand mission Online endorsements endorsements advertisements statement advertisements

AMC15 THE TRENDERA FILES: THE BIG BRAND ISSUE

GENERATIONAL DIFFERENCES Partly due to life stage and partly due to a sobering world, Millennials have become increasingly jaded and perhaps less optimistic than they have been in years prior.

Gen Z Millennials

Think brands have a responsibility to create change in the world 32% VS 21%

Say ethical treatment of workers is important when choosing a brand 33% VS 24%

Millennials seem to care more about packaging than Gen Z.

Gen Z Millennials

Say they can tell whether a brand is for them based on their packaging 46% VS 53%

Gen Z cares more Trenderathan Millennials about a brand’s social media and cultural hype.

Gen Z Millennials

Say they can tell whether a brand is for them based on their social media 60% VS 50%

AMC16 BY THE NUMBERS

Compared to Millennials, Gen Z is much more likely to say that the following have become more influential in their decision to try a new brand.

Gen Z Millennials

Seeing it on social media 62% VS 51%

Influencer use/endorsements 47% VS 39%

Celebrity use/endorsements 39% VS 29%

37% VS 24% Think it would be cool to be featured on the social media account of a brand

43% VS 30% Are more likely to check out a brand they know a lot of other people like

Gen Z loves sporting brand logos, a distinct departure from Trenderatheir Millennial counterparts.

Gen Z Millennials

Like wearing brand logos 35% VS 18%

AMC17 THE TRENDERA FILES: THE BIG BRAND ISSUE

PERSONAL BRANDS When evaluating themselves as brands, consumers align themselves with positive and energetic descriptors: confident, creative, active, fun, and cool. BRANDS THEY TRUST & LOVE

2 IN 5 consumers feel they have a personal brand

Personal brand descriptors that resonated significantly more among Gen Z than Millennials were:

Gen Z Millennials

Fashionable 40% VS 26%

Relaxed 34% VS 22%

Environmentally conscious 26% VS 16%

Personal brand descriptors that resonated significantly more among TrenderaMillennials than Gen Z were:

Gen Z Millennials

Ambitious 19% VS 30%

Relatable 15% VS 20%

AMC18 BY THE NUMBERS

BRANDS THEY TRUST & LOVE

We asked consumers about more than 350 brands to see which ones they trust, love and are most passionate about. To view the full list, please head to page 54.

TRUST LOVE Trendera

AMC19 THE TRENDERA FILES: THE BIG BRAND ISSUE

BRANDS THEY TRUST: OVERALL BRANDS THEY LOVE: OVERALL The brands consumers trust overall span several categories. However, technology, household goods, retailers, and personal care seem to be most prevalent.

Amazon 62% Dove 48%

Google 55% FedEx 48%

Ziploc 54% Crest 48%

Target 53% Colgate 47%

Visa 53% Dawn 47%

Tide 52% Walmart 47%

Netflix 52% Amazon Prime 47%

PayPal 52% Microsoft 47%

Febreze 51% Nike 46%

Windex 50% Walgreens 46%

YouTube TrenderaLysol 50% 45%

UPS 50% Oreo 45%

Clorox 49% 45%

Kleenex 49% Samsung 45% AMC20 BY THE NUMBERS

BRANDS THEY TRUST: OVERALL BRANDS THEY LOVE: OVERALL Not surprisingly, the brands consumers love overall are heavily concentrated in entertainment and food.

Amazon 71% Gatorade 52%

Netflix 67% Amazon Prime 51%

YouTube 65% Disney 51%

Oreo 63% Coca-Cola 51%

Hershey’s 62% Chips Ahoy 51%

Google 62% Starbucks 51%

Doritos 59% Chick-Fil-A 50%

Reese’s 56% Subway 50%

Target 55% Wendy’s 48%

Nike 55% Sprite 48%

Cheetos TrenderaWalmart 54% 48%

Apple 53% Ben & Jerry’s 47%

Instagram 53%

AMC21 THE TRENDERA FILES: THE BIG BRAND ISSUE

BEVERAGES

Not surprisingly, the most trusted and loved beverage brands are predominantly those owned by Coca-Cola and Pepsico.

TRUST LOVE

Gatorade 43% Gatorade 52%

Sprite 40% Coca-Cola 51%

Powerade 39% Sprite 48%

Coca-Cola 39% Dr. Pepper 44%

Aquafina 37% Pepsi 38%

Snapple 37% Snapple 39%

Dr Pepper 37% Powerade 37%

Pepsi Trendera36% Arizona Iced Tea 37%

Dasani 35% Mountain Dew 37%

Smart Water 35% Aquafina 33%

AMC22 BY THE NUMBERS

BEVERAGES FAST FOOD CHAINS

When it comes to fast food, consumers seem to trust “healthier” options such as Starbucks, Subway, and Chick-Fil-A, but they also love traditional indulgences such as Wendy’s, McDonald’s, and Dunkin’ Donuts.

TRUST LOVE

Starbucks 42% Starbucks 51%

Subway 41% Chick-Fil-A 50%

Wendy’s 40% Subway 50%

Chick-Fil-A 40% Wendy’s 48%

Dunkin’ Donuts 37% McDonald’s 46%

Taco Bell 36% Dunkin’ Donuts 46%

KFC 36% Taco Bell 46%

McDonald’sTrendera 35% Dominos 45%

Dominos 35% Dairy Queen 45%

Burger King 35% Pizza Hut 43%

AMC23 THE TRENDERA FILES: THE BIG BRAND ISSUE

GROCERY

Consumers trust tried-and-true snack, condiment, and cereal brands, but the grocery brands they love seem to fall solidly in the snack category.

TRUST LOVE

Oreo 45% Oreo 63%

Heinz 44% Hershey’s 62%

Kellogg’s 44% Doritos 59%

Hershey’s 44% Reese’s 56%

Doritos 43% Cheetos 54%

Ritz 43% Chips Ahoy 51%

Nestle 42% Ben & Jerry’s 47%

Reese’s Trendera42% Nestle 46%

Cheetos 41% Frito-Lay 45%

Tostitos 41% Kraft 45%

AMC24 BY THE NUMBERS

GROCERY PERSONAL CARE

Significant overlap on the personal care brands consumers trust and love suggests that consumers will stay loyal to their favorites — for now.

TRUST LOVE

Dove 48% Dove 44%

Crest 48% Colgate 43%

Colgate 47% Crest 36%

Listerine 41% Listerine 32%

Head & Shoulders 40% Burt’s Bees 31%

Gillette 38% Neutrogena 31%

Oral-B 38% Aveeno 30%

Burt’s BeesTrendera 36% Old Spice 30%

Old Spice 35% Oral-B 28%

Suave 34% Gillette 27%

AMC25 THE TRENDERA FILES: THE BIG BRAND ISSUE

COSMETICS

Drug store cosmetic brands win handily over more premium ones, with overlap between the brands consumers trust and love.

TRUST LOVE

Neutrogena 36% Neutrogena 29%

L’Oréal 28% 24%

Sephora 27% 24%

Maybelline 27% Cover Girl 22%

Cover Girl 25% Mac 21%

Mac 25% E.l.f. Cosmetics 21%

Revlon 23% L’Oréal 20%

Wet n WildTrendera 21% 18%

Bare Minerals 21% Wet n Wild 18%

E.l.f. Cosmetics 20% Bare Minerals 18%

AMC26 BY THE NUMBERS

COSMETICS HOUSEHOLD

The list household brands consumers trust and love are largely similar as there is likely less emotional investment in them — they just want to get the job done.

TRUST LOVE

Ziploc 54% Febreeze 46%

Tide 52% Ziploc 44%

Febreze 51% Kleenex 40%

Windex 50% Tide 47%

Clorox 49% Dawn 37%

Kleenex 49% Windex 36%

Dawn 47% Clorox 36%

Lysol Trendera45% Lysol 34%

Bounty 44% Downy 33%

Mr. Clean 44% Mr. Clean 33%

AMC27 THE TRENDERA FILES: THE BIG BRAND ISSUE

TECHNOLOGY

Likely due to concerns about data privacy in recent years, many social media platforms do not make the list of technology brands consumers trust. However, it’s clear YouTube, Instagram, and Snapchat are quite loved.

TRUST LOVE

Google 55% YouTube 65%

Amazon 53% Amazon 62%

PayPal 52% Google 62%

YouTube 50% Apple 53%

Microsoft 47% Instagram 53%

Samsung 45% PlayStation 44%

Apple 44% Snapchat 43%

Xbox Trendera40% PayPal 40%

PlayStation 39% Microsoft 40%

Instagram 38% Samsung 37%

AMC28 BY THE NUMBERS

TECHNOLOGY ENTERTAINMENT / MEDIA

Streaming services seem to be among the most trusted and loved entertainment brands, which makes sense given the frequency with which consumers use them. Amazon Prime in particular has done a great job in rising up the ranks as a brand that consumers both trust and love.

TRUST LOVE

Netflix 52% Netflix 67%

Amazon Prime 47% Amazon Prime 51%

Hulu 44% Disney 51%

Disney 42% Spotify 44%

Spotify 40% Hulu 44%

Nickelodeon 39% Nickelodeon 42%

Sony 38% Warner Bros 37%

Warner BrosTrendera36% Sony 35%

HBO 31% HBO 33%

AMC 28% BuzzFeed 29%

AMC29 THE TRENDERA FILES: THE BIG BRAND ISSUE

APPAREL

Athletic wear, sneaker, and heritage brands dominate the brands consumers currently trust and love.

TRUST LOVE

Nike 46% Nike 55% adidas 43% adidas 43%

Old Navy 42% VANS 39%

Levi’s 40% Converse 37%

Under Armour 40% Old Navy 37%

Converse 39% Calvin Klein 33%

VANS 37% Under Armour 33%

The NorthTrendera Face 37% Victoria’s Secret 32%

Calvin Klein 35% American Eagle 32%

American Eagle 35% The North Face 32%

AMC30 BY THE NUMBERS

APPAREL RETAILERS

Consumers are aligned in the retailers they trust and love, the majority of which are either department stores or have a massive online presence.

TRUST LOVE

Amazon 55% Amazon 64%

Target 53% Target 55%

Walmart 47% Walmart 48%

Walgreens 46% Walgreens 35%

CVS 42% Costco 32%

Macy’s 38% TJ Maxx 30%

Costco 36% CVS 29%

Whole FoodsTrendera35% Sam’s Club 28%

Sam’s Club 33% IKEA 28%

TJ Maxx 33% Macy’s 28%

AMC31 THE TRENDERA FILES: THE BIG BRAND ISSUE

MISCELLANEOUS

Many of the miscellaneous brands consumers trust and love are those they must use day-to-day but are more in the background of their lives: payment services, mail services, and vehicle.

TRUST LOVE

Visa 53% Visa 35%

UPS 50% UPS 31%

FedEx 48% FedEx 29%

Honda 39% Honda 28%

Toyota 39% Chevrolet 27%

Ford 39% Toyota 27%

Mastercard 37% Verizon 26%

Verizon Trendera37% Mercedes-Benz 25%

Chevrolet 34% Ford 24%

AT&T 33% Tesla 23%

AMC32 BY THE NUMBERS

ALCOHOL / TOBACCO

Consumers seem to trust the established beer and spirit brands; however, we were not surprised to see Juul as a brand Gen Z vapers love.

**asked to 18+ only**

TRUST LOVE

Jack Daniels 20% Jack Daniels 19%

Smirnoff 20% Smirnoff 18%

Budweiser 19% Corona 16%

Corona 18% Patron 14%

Heineken 17% Budweiser 14%

Coors 16% Heineken 12%

Patron 15% Barefoot 12%

BarefootTrendera12% Marlboro 11%

Marlboro 11% Tito’s 11%

Tito’s 10% Juul 9%

AMC33 THE TRENDERA FILES: THE BIG BRAND ISSUE

TRENDING BRANDS

Consumers are flocking to emerging brands that have a solid presence on social media and have integrated themselves into mainstream culture via exclusive content, influencer partnerships, and seamless online advertising.

TRUST LOVE

Trendera

AMC34 BY THE NUMBERS

MOST TRUSTED BRANDS & WHY

TRENDING BRANDS Consumers’ most trusted brands are those that they consider dependable, have good reviews, offer quality products and good customer service. Interestingly, with the exception of Chick-Fil-A, all are technology brands.

72% 71% 66%

Dependable Good reviews Good customer service

67% 56% 51%

Quality Consistent Brand values are in product products line with my own

65% 45% 42%

Dependable Good reviews Good customer service

75% 47% 46% TrenderaDependable It’s been around Consistent for years products

58% 53% 51%

Dependable Good reviews It’s been around for years

AMC35 THE TRENDERA FILES: THE BIG BRAND ISSUE

MOST LOVED BRANDS & WHY BRANDS THEY ARE MOST PASSIONATE ABOUT & WHY Consumers’ most loved brands are a mix of entertainment and snack brands that offer quality products, are popular among their friends, and have great price points.

65% 63% 63%

Quality Consistent Great product products price point

60% 60% 56%

Popular among my Quality Feels like it is friends product “for me”

64% 53% 51%

Great online Popular among my I feel a personal presence friends connection to it

64% 59% 54%

Quality Consistent Great product products price point

Trendera58% 42% 42% Quality Consistent Feels like it is product products “for me”

54% 49% 46%

Quality Great online Feels like it is product presence “for me” AMC36 MOST LOVED BRANDS & WHY BRANDS THEY ARE MOST PASSIONATE ABOUT & WHY

Consumers are most passionate about brands that make them feel happy and that they feel a personal connection to. However, establishing their trust as a large, national brand is important too. Interestingly, Instagram is the only brand consumers feel passionate about due to popularity within their peer group.

IT MAKES ME FEEL HAPPY

I FEEL A PERSONALTrendera CONNECTION TO THIS BRAND

AMC37 THE TRENDERA FILES: THE BIG BRAND ISSUE

IT’S A LARGE, NATIONAL/GLOBAL BRAND

IT’S TRUSTWORTHY

IT’S POPULAR AMONG ME AND MY FRIENDS Trendera

AMC38 Trendera

AMC39 THE TRENDERA FILES: THE BIG BRAND ISSUE

Trendera NOW TRENDING

AMC40 NOW TRENDING

INFLUENCER EVOLUTION:

According to a recent report by Hypebeast, influencers may be losing some of their influence as followers become #ad savvy and less willing to engage. In a time when Instagram is removing likes (in certain countries) and consumers have grown tired of meticulously planned feeds, “influencer culture” must evolve. Going forward, expect to see an explosion of micro influencers featuring unpolished content and highly unique perspectives as they strive to regain authenticity and maintain relevancy.

STREAMING STORIES:

Taking a cue from social media, major streaming platforms such as Netflix and Spotify are experimenting with story-like features on their platforms. Building on its vertical previews, Netflix is testing short form video extras on its mobile apps as well as a feature that allows viewers to share customized content directly to their Instagram stories. Meanwhile, Spotify is currently piloting “Storyline,” a feature that would allow artists to share short videos with fans and followers.

DELIVERY WARS:

Instant gratification is taking on a new meaning as major retailers strive to outperform each other with home deliveries. Leading the charge (as usual) is Amazon, which recently announced an $800 million investment in free one-day delivery. Not to be outdone, Walmart followed suit with an initiative to offer free one-day shipping for 220,000 items as well as TrenderaInHome, a same-day grocery delivery service that will make drop-offs even when the customer isn’t home. Finally, Target is jumping on the bandwagon with same-day deliveries for over 65,000 items for customers with a Shipt subscription. Other retailers beware — consumers have been primed to expect free, fast shipping and will happily shop wherever they need to get it.

AMC41 THE TRENDERA FILES: THE BIG BRAND ISSUE

DEPOP:

Depop is the social shopping platform du jour for Millennials and Gen Z. Competing with the likes of Poshmark, Vinted, and now even Instagram and Pinterest, the London-based startup recently closed a Series C round of $62 million and currently hosts 5 million users who are highly engaged — in an average month, users follow and message each other 85 million times! Depop’s edge seems to be its userbase of sellers and shoppers who are extremely pop-culture savvy and have the new and used inventory to match: limited editions, collectible items, of-the-moment apparel, capsule collections, and even custom art work.

BRANDED COMPOUNDS:

Forget popups; brands are now infiltrating where consumers live and sleep. Taco Bell opened up a resort in Palm Springs where everything from the pool to the cocktails had a Taco Bell twist. Moreover, high-end gym developer Life Time is opening residences in Las Vegas, Miami, and Dallas starting in 2020. The new apartments will be constructed next to Life Time fitness clubs and membership costs will be built into monthly rents.

AI OVERLOAD:

Brands are increasingly going gaga for AI. In addition to many other developments this year, Sweden-based distillery Mackmyra created the “world’s first whiskey developed with AI. ” In partnership with Microsoft, the distillery is now able to generate over 70 million different whisky recipes through existing recipes, sales data, and customer preferences. TrenderaMoreover, virtual and AI tool company Altoida used the technology to determine whether someone will develop Alzheimer’s 6-10 years in advance with a 94% accuracy rate. However, with AI integrations come serious safety concerns and brands must adapt to this. Case in point: Amazon’s Alexa recently released a feature that allows users to delete their voice recordings in response to pushback they received from users who were concerned about their privacy.

AMC42 PODCASTS:

With Spotify’s heavy investment in podcasts, brands and influencers are leveraging the popular medium’s potential for reaching larger and more diverse audiences. Enter LeBron James’ Branching Out, a podcast that interviews former athletes and is designed to destigmatize talking about money. Meanwhile, Barack and Michelle Obama’s production company Higher Ground has partnered with Spotify to develop, produce, and even lend their voices to future podcasts on a variety of subjects. Lastly, even MailChimp has launched its own entertainment division that will create content aimed at entrepreneurs and small-business owners.

RETELLING HISTORY:

HBO’s hit miniseries Chernobyl covers the 1986 Soviet nuclear disaster. While the topic is grim, the five installments had strong viewership, had many insisting it was better than GOT’s final season (which aired concurrently), and prompted an influx of influencers to travel to take shameless selfies at the spot of the very tragedy. Resonating with viewers partly because of current climate change talk about nuclear energy, the show incited so much passion because it allowed viewers to experience a well-known disaster at a safe distance.

Trendera

AMC43 THE TRENDERA FILES: THE BIG BRAND ISSUE

Trendera BRANDS DOING it right

AMC44 BRANDS DOING IT RIGHT

AIRBNB ADVENTURES:

WHAT IT WAS: In an effort to provide consumers with virtually everything travel related, Airbnb has expanded into day tours (experiences), full-service accommodations, high-quality housing rentals, and now adventures. Airbnb Adventures are excursions that last 3-7 days and include guides, meals, transport, gear, and accommodations. In addition, Adventures are run by locals, which adds to the cultural narrative of authenticity Airbnb has built its brand upon. So far, the site has up to 200 listings that travelers can book through the platform, which include tiger tracking in Kenya, kayaking in Sweden, and staying at a ghost town in the United States.

WHY WE LIKE IT: All-inclusive and simple to book, Airbnb’s expansion makes it even easier for consumers to experience an authentic adventure at the destination of their choice.

EE LIMITED X SHUDU:

WHAT IT WAS: British wireless carrier EE Limited combined its next-gen 5G wireless service with artificial intelligence to turn a computer-generated Instagram Influencer into a virtual fashion stylist at the British Academy of Film Awards. With over 177k Instagram followers, CGI personality Shudu was rendered into three-dimensional form through holographic projection and identified celebrity outfits and provided viewers with affordable alternatives through a chatbot at home.

WHY WE LIKE IT: TrenderaWhile most CGI influencers interact with consumers only through social media accounts, EE Limited’s campaign brought a CGI influencer to life and foreshadowed the near future in which digitally constructed personalities coexist beside real ones.

AMC45 THE TRENDERA FILES: THE BIG BRAND ISSUE

NIKE X STRANGER THINGS:

WHAT IT WAS: Tapping into the nostalgia felt when watching Stranger Things, Nike launched an 80s-themed line of Cortez, Blazer, and Tailwind shoes in partnership with the hit Netflix show. Dubbed The Hawkins High Collection, each shoe takes a modern spin on its retro predecessor and utilizes important colors from the show, such as the orange and green color scheme from the high school in which the characters attend.

WHY WE LIKE IT: Taking product placement one step further, Nike’s partnership with Stranger Things allows viewers to wear similar styles to what their favorite characters sport in the show.

#IMPERFECT INFLUENCERS:

WHAT IT WAS: When Swedish insurance company Länsförsäkringar found that influencer content online was causing low self-esteem and anxiety amongst teenagers, they ironically tapped influencers to solve the very problem. Attending fashion events and working with influencers found in the front row, the company asked these personalities to wear imperfect shirts that were unfinished, asymmetrical, backwards and inscribed with the hashtag #ImPerfect, turning them into human billboards with a positive message.

Trendera: WHY WE LIKE IT Knowing that Gen Zs were highly unlikely to be interested in what an insurance company had to say, Länsförsäkringar successfully drew their attention by partnering with the people who captivate them most.

AMC46 BRANDS DOING IT RIGHT

MCDONALD’S GLOBAL CURRENCY:

WHAT IT WAS: To celebrate the launch of McDonald’s new Worldwide Favorites Menu in the U.S., which includes menu items such as the Stroopwafel McFlurry from the Netherlands, the Grand McExtreme Bacon Burger from Spain, and the Cheesy Bacon Fries from Australia among others, McDonald’s customers were able to pay for their orders in the foreign currency of their choice. The one-day activation called for consumers to rummage for the extra euros they had laying around or Japanese yen they might have happened to find in their travel fanny pack.

WHY WE LIKE IT: A freebie for consumers who otherwise would have just had their left-over foreign currency lying around, the activation was a fun incentive to entice travel-obsessed Millennials to visit and to drum up excitement about McDonald’s new international menu.

INFINITE RESORT X NATIONAL GEOGRAPHIC:

WHAT IT WAS: Infinite Resort is a new sustainable fashion label that launched on Earth Day this year, and creates its clothing using over 80% recycled materials. The brand’s first capsule collection tapped National Geographic photographers to display powerful imagery on each piece. Each photo was hand selected to bring awareness to a specific environmental issue: for example, a photo that captured a butterfly migration in Michoacán, in the 1980s, which might never occur again because the Trenderapopulation of the species has dwindled by 80%. WHY WE LIKE IT: From butterflies to the jungle to the ocean to an erupting volcano, each piece serves as a conversation starter for value-driven consumers to spread awareness about climate change and sustainability within fashion.

AMC47 THE TRENDERA FILES: THE BIG BRAND ISSUE

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AMC48 POPTrendera CULTURE roundup

AMC49 THE TRENDERA FILES: THE BIG BRAND ISSUE POP CULTURE round up

2. 1.

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3. 5.

Trendera 4. 6.

1. Super Monsters 2. Step 3. The Real World x Facebook Watch 4. RESPAWN 5. Baby Phat x Forever 21 6. Bungee Cord Fashion 7. Netflix’s Next In Fashion

AMC50 POP CULTURE ROUNDUP

8. 9.

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12. 15. Trendera13.

8. L-Theanine 9. Samsung Bespoke Fridges 10. Pokémon Sleep 11. Scalp Sunscreen 12. Kylie Skin 13. Jason Momoa’s YouTube Channel 14. Ruby Ibarra 15. CHAI

AMC51 THE TRENDERA FILES: THE BIG BRAND ISSUE

Trendera KEY TAKEAWAYS

38 52 AMC52 KEY TAKEAWAYS

THE NEW BRAND ENTHUSIASTS: Gen Z is undoubtedly a new breed of brand enthusiasts. They are emotionally investing in the brands they love, flocking to logos, prioritizing social media influence, and eagerly searching for ways to make their opinions heard. Their brands are not just their brands. They are their friends and communicate their values and cultural status.

ALL GROWN UP: Millennials seem to have tempered their expectations of brands. While they may be more realistic, they are also no longer the brand bffs they used to be. Whereas Millennials expected brands to meet their needs, Gen Z plans on taking charge and innovating from the inside out.

LOYALTY VS. NOVELTY: These days, many young consumers don’t seem to care how long a brand has been around — in fact, often times the newer it is, the better. While having a history certainly isn’t a bad thing, these older brands must innovate constantly to keep up with all the newcomers.

TRUST DOESN’T GENERATE PASSION: While consumers may trust larger, more established brands, they are most passionate about brands that make them feel happy, personally connected, and tend to love brands that are also popular among their friends.

SOCIAL RULES: Particularly among Gen Z, social media presence, influencer representation, and strategic partnerships are key drivers to a brand’s reputation, cultural relevancy, and ultimately success.

IMAGE IS EVERYTHING: Because young consumers use brands to help define theirpersonalities and values, communicating a clear brand personality and message is essential to help consumers determine whether your brand is for them or not.

THERE’S POWER IN NUMBERS: As power continues to shift from the expert to the collective, the more reviews, hype, and exposure a brand has, the more likely consumers are to trust and purchase it.

FUTURE-PROOF WITH GEN Z’S HELP: A generation of savvy media mavens, Gen Z has been experimenting with brand and marketing strategies since they first received a smartphone. To stay relevant in their fast-changing world, brands must bring them into the creative process and create open channels of constant communication. Trendera

DEFINE THE EMOTIONAL PAYOFF: Rather than passively purchasing, young consumers are consciously choosing brands for a clear emotional payoff, which seems to be a combination of uplifting their mood, price/value, and popularity among friends. Brands must make a case for why their product or service will deliver this package better than others.

AMC53 THE TRENDERA FILES: THE BIG BRAND ISSUE

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BRAND LISTS

AMC54 BRANDS SURVEYED Brands surveyed by Trendera in order of category.

BEVERAGES FOOD CHAINS GROCERY Aquafina 7-Eleven Ben & Jerry’s Arizona Iced Tea Burger King Betty Crocker Bai Carl’s Jr / Hardee’s Campbells Coca-Cola Chick-Fil-A Cheetos Dasani Chipotle Chips Ahoy Diet Coke Dairy Queen Cracker Jack Dr. Pepper Dominos Dannon FIJI Dunkin’ Donuts Doritos Gatorade In N Out Frito-Lay Keurig KFC General Mills La Croix McDonalds Haagen-Dazs Monster Panda Express Heinz Mountain Dew Papa Johns Hershey’s Nespresso Pizza Hut Hostess Orangina Shake Shack Kellogg’s Pepsi Starbucks Kraft Perrier Subway Nestle Powerade Taco Bell Oreo Red Bull TrenderaWendy’s Pillsbury Rockstar Wingstop Quaker San Pellegrino Reese’s Smart Water Ritz Snapple Slim Jim Sprite Tostitos Vitamin Water

AMC55 THE TRENDERA FILES: THE BIG BRAND ISSUE

PERSONAL CARE COSMETICS HOUSEHOLD Aussie Bounce Aveeno Anastasia Beverly Hills Bounty AXE Bare Minerals Cascade Burt’s Bees Becca Cosmetics Charmin Cetaphil Benefit Clorox Clean & Clear Dawn ColourPop Downy Colgate Cover Girl Fabreeze Conair Dior Glad Crest E.l.f. Cosmetics Hefty Dollar Shave Club Estee Lauder Kleenex Dove Kat Von D Lysol L’ Oreal Method Gillette Mr. Clean Head & Shoulders Mac Mrs. Meyers Herbal Essences Marc Jacobs Purell Jergens Maybelline Scott L’Oreal Nars Seventh Generation Listerine Neutrogena Softsoap Neutrogena No7 Swiffer NYX The Honest Company Olay Physician’s Formula Tide Old Spice Revlon Viva Oral-B TrenderaRimmel Windex Pantene Sephora Ziploc Secret Smashbox St. Ives Tarte Suave Too Faced Toms TREseme Wet n Wild

AMC56 DIGITAL / TECH ENTERTAINMENT / MEDIA APPAREL Airbnb Amazon Prime adidas Amazon AMC Aeropostale Apple BuzzFeed American Eagle Dell CBS Banana Republic Facebook Cosmopolitan Birkenstock Google Disney Calvin Klein GoPro Elite Daily Chanel Groupon ESPN Coach Hewlett Packard Fox Converse IBM Freeform Express Instacard Glamour Fendi Instagram HBO Forever 21 Intel Hulu Gap Lyft NBC Universal Gucci Microsoft Netflix H&M MSN New York Times Hanes PayPal Nickelodeon Hollister Pinterest PopSugar J. Crew PlayStation Refinery 29 Levi’s Postmates Showtime Louis Vuitton Samsung Sony Lululemon Snapchat Spotify Michael Kors Toshiba The CW Nike Uber Twitch Old Navy Uber Eats TrenderaVice Patagonia Venmo Vogue Prada Wii Wall Street Journal Ralph Lauren Wikipedia Warner Bros The North Face Xbox Under Armour Yahoo VANS Yelp Victoria’s Secret YouTube Zara AMC57 THE TRENDERA FILES: THE BIG BRAND ISSUE

RETAILERS MISC. ALCOHOL / TOBACCO Amazon American Express Barefoot Anthropologie AT&T Budweiser ASOS Audi Coors Bloomingdales Bank of America Corona CB2 Capital One Heineken Costco Chase Jack Daniel’s Crate and Barrel Chevrolet Juul CVS Citibank Ketel One eBay Discover Marlboro IKEA ExxonMobil Patron Macy’s FedEx Smirnoff Nordstrom Ford Tito’s Pottery Barn General Electric Veuve Clicquot Rite Aid Honda Yellowtail Ross LG Electronics Sam’s Club Matercard Sephora Mercedes-Benz Serena & Lily Rent the Runway Target Sprint TJ Maxx T Mobile Trader Joe’s Tesla Ulta Toyota Urban Outfitters UPS Walgreens TrenderaVerizon Walmart Visa West Elm Wells Fargo Whole Foods Williams Sonoma

AMC58 TRENDING BRANDS Adobe Lightroom Kind Bars Truly Awesomeness Kith Uniqlo Bardot KKW Beauty Vetements Beautycounter Kylie Cosmetics Warby Parker Blue Apron Lulus White Claw Brat Unfold BuzzFeed Tasty Milk Makeup UNUM Califia Farms Nekter VSCO ClassPass Off-White Costar Opening Ceremony Cult Gaia Ouai Dirty Lemon Outdoor Voices DryBar Pressed Juice Every Man Jack Princess Polly Fairlife Puma Fashionova Reformation Glossier Revolve Halo Top Rx Bars Harry’s Spindrift Health-ade Kombucha Stumptown Coffee High Brew Coffee Superdown IT Cosmetics Supreme Jour Takis Justin’s TrenderaTikTok Kerrygold Toms

AMC59 THE TRENDERA FILES: THE BIG BRAND ISSUE

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AMC60 Trendera TRENDERA WWW.TRENDERA.COM

@trendera @trendera

AMC61 THE TRENDERA FILES: THE BIG BRAND ISSUE

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AMC62