Diageo, a world leader in branded alcoholic beverages, has started to look beyond conventional market research to identify what consumers want. By drawing inferences from the stories consumers are already telling – on social media and other platforms – they have identified several strong trends that have implications for building consumer brands. My quick interpretation: the analyses show that Generation Z and Millennials have no middle ground. Both want intensive immersive experiences, enhanced, if possible, by virtual or augmented reality. But at the other extreme, they also want complete, rejuvenating, and healthy disconnects. Brands that strengthen a sense of community and purpose will have an advantage in either case. One still-untapped opportunity is sustainability, which consumers seem to prioritize more in their conversations than in their actual purchase behavior. “Brands must focus on closing this say-do gap by giving consumers the ability to make sustainable choices, removing physical barriers and making this trend the social norm,” the report said.
Diageo on consumer trends and social media
By
