Why context comes first for brand success
Download the full What The Future: Indulgence issueFrom Gen Zers who choose mocktails at brunch but tequila shots at happy hour, to commuters who drink instant coffee during the workweek but a pour-over on Sundays, the choices shoppers make are often contextual.
Brands underestimate this at their own risk, especially when it comes to impulse purchases and indulgences.
If brands stick to static consumer profiles that neglect how different moods and moments influence individual shoppers, then they risk losing sight of how their audiences act at scale.
New AI tools, coupled with old-fashioned human ingenuity, make it possible for brands to spot these patterns and identify growth opportunities early, rather than wait for sales data to see the choices that customers made after the fact. This can help companies innovate and roll out products and services that deliver what people want, when they want it.
Across sectors, the brands that succeed in new categories and occasions will be the ones that stop shouting through a megaphone and start designing flexibility into their brand experiences, ones that reflect the complexity of their customers' lives.
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