Every year the WPP-owned consumer insight and trends research agency Mindshare analyses the most recent global cultural trends that impact the marketing and communications strategies of the biggest brands. None of the top 10 «Culture Vulture» 2015 trends would be a revelation for marketers or strategic decision makers, however, some findings might be noteworthy.
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Stora Enso, a European and global leading provider of sustainable fiber-based packaging solutions, has conducted an interesting research to learn if Millenials (consumers born between 1980 and 2000) value sustainability in packaging, how eco-friendly packaging influences purchasing decisions, and if it helps increase sales for CPG (consumer packaged goods) companies worldwide.
This month the management consulting company McKinsey has revealed the results of a study on the impact of co-creation—a phenomenon of modern marketing, when a company engages external parties—most often, customers—into its creative processes online. Interestingly, the research has showed that co-creation increases the chances of success of a new product innovation by as little as 4% on average. However, it may have some positive side-effects, such as reduction of costs on market research and increase in customer loyalty.