Trendwatch: Breaking bad

This article describes a growing trend towards consumers wanting brands to help them become the people they want to be.

Trendwatch: Breaking bad

David MattinTrendwatching.com

Consumers looking to break unwanted lifestyle habits or change their behaviour often run up against a seemingly impenetrable wall: themselves. Which is why in 2014, they will turn to brands, products and services that parent, police and even constrain their free will in their quest for self-improvement. That quest - and the desire to share the results with peers to earn status - is at the heart of much consumer behaviour. Put another way, the drive to 'be the person you've always wanted to be' is a fundamental part of the human experience.

But...

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