Brands have an opportunity to unlock lifestyle brand potential when they find ways to build usage moments into marketing and sales practices.

Why it matters

Lifestyle brands have an advantage during times of economic uncertainty when consumers become more conscious of their spending, says VMYLY&R Canada’s Trevor Thomas, and they’re challenged to find ways to become essential parts of their consumers’ lives.

Takeaways

• Lifestyle brands have a deep understanding of their customers and can use that information to create aspirational images of a lifestyle, community, or version of self, which contributes to their badge value.
• Brands wanting to elevate to...