Bond’s Mkt Intel Trend Subscription Blog:
A Micro Blog Series Delivering Big Insights, all in 500 words or less.
In the world of consumer-brand relationships, a fascinating trend is emerging: brands are evolving their offerings beyond traditional products and services to cater to the emotional and aspirational needs of their audience. This latest evolution has brands inserting themselves and playing a pivotal role in the personal and professional development of their customers.
Image by: Mastercard
Who's Doing it Right?
Let's delve into a few innovative examples across sectors:
- Mastercard's Gamer Academy, is more than just an eSports training program. It’s an immersive learning experience that combines practical knowledge with emotional well-being for 10 chosen participants. The academy includes a curriculum that covers brand engagement, content creation, partnership strategies, and mental health acknowledging the complexities of what it takes to be an eSports athlete. This approach addresses a critical gap in traditional education systems: the holistic development of an individual with professional and personal growth at the forefront of educational offerings.
- e.l.f. Cosmetics' venture into the virtual world with “e.l.f. UP” on Roblox is another striking example. “e.l.f. UP” allows players to manage their own startup business in the game and offers financial literacy, marketing, and customer experience training. By aligning with the entrepreneurial aspirations of Gen Z, e.l.f. is not just engaging with its audience— it's empowering them with skills that extend far beyond the realm of cosmetics into the skills required to operate a business. This game is a testament to the brand's understanding of its consumers' ambitions and values.
- Amazon's AI Ready initiative is another prime example of how brands can contribute to societal advancement. By offering free AI skills training, Amazon is addressing a significant skills gap in the job market. With AI-skilled talent being a top priority for 73% of employers, this initiative goes beyond corporate social responsibility; rather, it's a strategic move that aligns the brand with future needs of the workforce.
Image by: Amazon
There is a broader shift happening in the dynamic between consumer and brand. Brands are no longer just suppliers; they are mentors, educators, and enablers, in turn, transforming and redefining value within the brand-consumer relationship. The focus is now shifting to long-term enrichment and empowerment of consumers, which, inevitably, fosters deeper, more meaningful connections with the brands who help make this a reality.
As we look towards the future, it's clear that the role of brands will continue to evolve. The value offered by a brand will increasingly be associated with the educational and developmental opportunities that it provides. This trend is a powerful reminder that the successful brands will be those who invest in providing meaningful value to consumers beyond transactional relationships.
For more consumer behavior insights and market intelligence, click here.
Other blogs in this series: