Trendwatch: Currencies of change

Henry Mason

This article offers a brief overview of trendwatching.com's "Currencies of Change" trend, which describes how brands are offering time-poor but well-intentioned consumers meaningful rewards for making positive changes to their lives in areas such as health and sustainability.

Trendwatch: Currencies of change

Henry MasonTrendwatching.com

Many consumers feel that they should make positive changes to their lives, towards choices that enhance health and wellbeing, or are more sustainable and socially responsible. But lack of time and resources mean that making those changes – and sticking to them – can be hard.

Now, consumers are looking to brands for help. That's why they're embracing brands that offer 'Currencies of change': meaningful rewards, material and otherwise, for positive lifestyle change and good behaviour.

At first sight, embracing this trend might seem risky. After all, it means asking consumers to undertake...

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