Consumer Trends: Towards a Healthy Lifestyle

As healthier lifestyles are becoming trendy, especially for Millennials, consumer trends against consumption of sugary foods, alcohol, and fatty foods are emerging. According to Channel 4, one in four British people aged 16-30 say they do not drink alcohol, compared with one in seven older people (60 and over). To facilitate this, new alcohol-free bars and yoga raves have been popping up in London and around the country. For example, Redemption, an alcohol-free bar whose slogan is ‘spoil yourself without spoiling yourself’, are expanding, now with three branches offering not just mocktails, but also ultra-healthy gastronomy, attracting people from many different dietary backgrounds[1].

There has also been a rise in special ultra-healthy diets, such as veganism, vegetarianism, and the paleo-diet, as well as an uptake in activities such as yoga, meditation, jogging, cycling, and niche activities like Zumba and Bikram yoga. These changes towards a cleaner lifestyle are reflected in the marketing strategies of products. Clear, simple labels, with few words and ingredients are more popular as they are seen as more transparent and trustworthy. Products linked to healthy activities, such as running or yoga, or simply being outside and active are also popular.

Millennials make up one third of the global population. Their tech-savvy and need to connect with people and products means that they have to be engaged through technology as they are less brand loyal than previous generations [2]. Millennials are more entrepreneurial and ambitious than previous generations, with many of them expecting to own their own company, and wanting to have a positive impact on the world (see our previous blog Generation Z: #TheNewGeneration). It is important to engage with these instincts by being high-energy, connected, self-conscious and world-conscious, healthy and smart.

The QRi Team x

JWT: The Future 100

Robinson, N. (2014) Top five food and beverage trends for 2015. [online: http://www.foodmanufacture.co.uk/Supplements/Food-Ingredients-Health-Nutrition/Top-food-trends-for-2015]

Great Adverts: Less App, More Apple

We thought it might be fun to write a little about some great ads that are out there.

Here is an ad by Somersby brought out the summer of 2013:

Somerbsy Cider: Less App, More Apple

For anyone that has ever gone into an Apple store, this is a perfect parody, with enthusiastic staff in matching t-shirts using techno jargon to promote their Apple (cider) products, giving demonstrations and allowing their customers to try out their product for themselves. They tap into and poke fun at (in a loving way) why people queue for hours to view and buy an Apple product, something that many of us have experienced.

The QRi Team x

Helping Samaritans

Recently an anonymous resident of Devon gave the Samaritans a large sum of money to help increase public awareness of the Samaritans service in Devon. The South West regional team decided to run an advertising campaign on all main bus routes in Devon and QRi Consulting were asked to help assess the effectiveness of that campaign. The research will be invaluable for the charity to learn how to maximise their very limited advertising budget for the future and to help them improve communication with the public.Samaritans logo

Samaritans have 201 branches across the UK. In the South West as a whole there were 1,163 volunteers and the service was contacted 417,961 times, by people struggling to cope. Samaritans is available round the clock, every single day of the year. It is a safe place for anyone struggling to cope, whoever they are, however they feel, whatever life has done to them.

The figures also show the number of people volunteering with Samaritans across the UK and ROI in 2013 reached a ten year high of 21,200. During the same period, the charity answered 5.23 million calls for help, the highest number for five years.

A record 30,800 volunteering enquires were received in 2013 through the national Samaritans website in 2013. Samaritans relies entirely on the generosity and hard work of its volunteers to support those struggling to cope.

We at QRi are hoping to help optimise Samaritans advertising strategies by gaining insight into peoples’ perceptions of Samaritans, through surveys and in-depth interviews, so that they can effectively offer help to all who need it.

Check out all the great work Samaritans are doing here

The QRi Team