B2Beyond Marketing
To simplify daily life, people are shedding their excess “stuff,” seeking pared-down experiences and even ways to unclutter their digital identities.
Industry: Financial Services
Side Quirks
A global shift toward individualism has led to a surge in side businesses and a renewed appreciation for what makes people unique.
Truthing
As a consequence of eroding trust in media and institutions, people are engaging in a personal quest for the truth based on direct observation and face-to-face interaction.
Ungendered
Shifting definitions of traditional gender roles are leading some to reject the notion of gender completely, while others aim to eliminate it from products, experiences, and even their own identities.
Human Mode
Thanks to automation, people crave experiences, advice, and services delivered by actual humans.
Brand Stand
Reacting to a polarized media atmosphere, more brands feel compelled to take a stand and highlight their core values rather than try to be all things to all people.
Overtargeting
Lured by the promise of Big Data, organizations segment audiences too narrowly and unintentionally end up abandoning large groups of potentially lucrative customers.
Enlightened Consumption
Empowered with more information about products and services than ever, people are choosing to make a statement about their values and the world today through how they buy, work, consume, and invest.
Virtual Empathy
Immersive technological experiences generate empathy through helping people see the world through new eyes.
Data Pollution
Organizations are facing the challenge of finding and investing in the tools that help them draw actionable, practical insight out of data that can mislead as easily as it informs.
