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 32 Miscellaneous 7 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 & Why 12 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 Cosmetics 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 Trendera AMC5 THE TRENDERA FILES: THE BIG BRAND ISSUE Trendera 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 suit 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 Jenner, 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.