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...