Trendwatch: Maturialism
David MattinTrendwatching.com
It's increasingly difficult to capture the attention of consumers who are bombarded with images, content and must-buy products at every turn. Cynical and fatigued, they are immune to seen-it-before products, vanilla brands or bland campaigns that offer little in the way of excitement or entertainment.
That's why they will appreciate, if not expect, brands that deliver some Maturialism: think daring, quirky and risqué campaigns, products and services. In a social media-led world, it's the stories that surprise, amuse or shock that are shared as consumers seek to derive status and differentiation from the extraordinary and...