3 Brands Taking Personalization To The Next Level

Since unique is the new cool for this generation, they’re demanding products and services that are made for just them… 

When first discussing hyper-personalization in 2015, we cited the trend forecast “Mass Individualism” from branding firm Landor Associates, which attributed the rise in personalization to technology: “Because digital has made everything personal, consumers expect that in their brand interactions. [Consumers think] ‘I’m not like anybody else, so why should I use the same products as they do?’” At that time, the fast food industry became one of the first to fully embrace customization—or “Chipotle-fication”—encouraged by young consumers’ tastes for tailored experiences and products.

Since then, hyper-personalization has spread across industries and become a marker for innovation: our recent Loyal-ish trend found that 91% of 13-34-year-olds find brands somewhat to extremely innovative if they offer personalized products. Young consumers are also willing to forgo certain privacies to work with brands on personalization. More than three in ten 13-33-year-olds agree that it’s smart for brands to use consumer data for more personalized experiences, and another 23% say that it’s necessary for brands today. 

To keep you up to speed on where personalization is headed, here are three recent examples of brands taking the trend to a new level:

Adidas: Individualized Fit Fashion  

Adidas’s latest innovation, the 3D Runner, aims to set athletes up for their “best running experience” using new technology in custom footwear. For a limited time in New York, Tokyo, and London stores, consumers can stop in to run on a treadmill that measures their stride for a 3D-printed midsole customized to their feet. The pair of “comfortable, flexible, and durable” sneakers are built with…


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The Newsfeed

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Major financial institutions are still trying to figure Millennials out, so Prudential conducted a survey to gather some much-needed intel. The Great Recession-era adults are pessimistic about their financial futures: 79% don’t believe that “comfortable retirement” will be a possibility when they’re in their 80s and 70% think “it’s impossible” to save the recommended annual amount to make it possible. Ypulse found that saving for retirement falls behind other, more imminent financial priorities. (MediaPost)

Teens are rallying around the issue of gun control in increasing numbers. A recent survey from Everytown for Gun Safety and Giffords (conducted by Ypulse) found that gun violence prevention is the top issue young people expect the candidate they vote for in 2018 to take a stance on. Six in ten 15-18-year-olds said they’re “’passionate’ about reducing gun violence” and 72% of 15-30-year-olds agreed that politicians who don’t do more to combat gun violence shouldn’t be re-elected. (Mic)

Need proof that the future of STEM is female? Just take a look at children’s drawings. From 1966-1977, researchers asked 5,000 students to draw a scientist, and about 99% of them drew men. Fast forward the same study to 1985-2016, and one-third of children drew a female scientist. But we still have a long way to go to break gender stereotypes: 14-15-year-olds “drew more male than female scientists by an average ratio of 4-to1." (CNN)

Digital consignment store ThredUp wants to open 100 IRL stores. They’re expanding their physical footprint from two to ten stores this year, with more planned for the future. Why are online-only brands increasingly building bricks-and-mortar? (Think: Glossier, Everlane, even ThredUp competitors like The RealReal). Creating experiences with guests from a common check-out up to an in-store event builds “trust” and “awareness.” (Glossy)

Are Instagram and dating apps “crippling” relationships? Psychotherapist Esther Perel thinks so. Ypulse data shows 27% of 18-35-year-olds have used a dating app, 12% use them weekly, and nearly eight in ten use other social media apps weekly or more often. All that time scrolling past potential partners creates a new kind of loneliness: Instead of feeling “socially isolated,” they’re “experiencing a loss of trust and a loss of capital while you are next to the person with whom you’re not supposed to be lonely.” (Recode)

“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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