When building a brand, it’s very important to pay attention to the market to know what our audience expects from us as a brand. The innovations brands are achieving today in the market will determine consumers’ expectations tomorrow. This is why we have to draw inspiration from them to find new paths and ways of accomplishing our brand’s main business, to ensure compliance with our target market’s expectations.
On this occasion we’re going to analyse the “Fuzzynomics” trend, part of this years’ report by Trendwatching, which comes from the increasing control that we as people want to have over what we consume; wanting to design and participate in the production process, leaving passive consumption of products and services behind, increasingly blurring the lines between producer and user. It’s what’s known as the change from consumer to “prosumer”, which has happened as a result of the appearance of P2P buying and selling services, crowdfunding platforms and the on demand economy.
This trend, in addition to satisfying many basic human needs like status, self-expression, importance and control, taps in to human beings’ cooperative nature which has been a key factor in their evolution (cooperating to hunt, grow food, build, etc.). Therefore, the brands that involve their users in the product, service and experience creation process will provide them with a higher degree of satisfaction as well as a stronger bond with the final product.
Below we’ll show you some examples of brands that have used this trend to innovate in the market:
This move to “Fuzzynomics” participatory consumption is going to keep growing and evolving in every aspect of brand-user relations. It’s now time to consider how you can apply this trend to get closer to your brand’s audience and innovate in your sector.