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

Quote of the Day: “My 2017 resolution is YOLO life...Don't be afraid to take a chance, to fail, and then try again.”—Female, 20, NY

Professional Millennials are turning to apps and loved ones for financial advice—but they still aren’t reaching their goals. A study by finance company SoFi found that 25-34-year-olds are most likely to turn to significant others as a resource for money matters, followed by family, then “nobody,” followed by financial advisors. Almost 40% are using apps and digital tools for personal finance a few times a month or more, but despite their efforts, 38.4% say they were less than successful in accomplishing financial goals last year—indicating that they could use more help. (SoFi

Netflix has turned itself into a must-have for TV viewers. Hub Entertainment Research recently asked U.S. consumers what TV sources they would keep if they could only have three, and found that 36% chose Netflix, followed by ABC at 20%, and then CBS at 18%. For 16-24-year-olds, Netflix is “even more indispensable,” with 56% choosing the streaming service as one of their three—almost three times more than their second choice, ABC at 19%. Our Binge Effect trend found that 64% of 13-33-year-olds are using Netflix the most for binge-watching content.  (Digital TV Europe

University students in the U.K. value good grades more than privacy. A new study from digital learning platform Kortext found that almost half of students agree they would get better grades if their lecturers were able to track their study habits and progress throughout the year, and a whopping nine out of ten would be happy to let their universities use analytics to track their weekly progress to achieve better marks. Growing up in the digital era has made younger consumers more open to sharing information than previous generations—which we covered in our The Privacy Issue trend. (Forbes)

Millennial-owned businesses are feeling really good about 2017. A recent Yelp survey revealed that the majority of businesses had a good 2016, with 68% saying their business performance met or exceeded their expectations. The majority of Millennial business owners felt the 2016 political climate benefit for their businesses, and they were more likely to say it had a positive effect than older respondents. They’re also expecting 69% more revenue growth than their older counterparts for 2017. (Small Business TrendsYelp)

Sesame Street’s Count von Count is a rare find—children are not hearing many foreign accents in their entertainment. An analysis of kids’ TV shows found that out of 282 characters, only 21 were foreign, and “in terms of personality traits, [the] foreign characters were more bad, aggressive and uncultured than non-foreign characters.” According to a Pew report, second generation immigrants make up 11% of the entire U.S. population, and our Diversity Tipping Point trend, revealed that 52% of 13-33-year-olds don’t feel entertainment media does a good job of representing minority groups. (The Guardian

Quote of the Day: “My 2017 resolution is to improve my dog's confidence- She's somewhat fearful.”—Female, 28, PA

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