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 love reality TV shows. It's always fun to watch average people make themselves look foolish just for a shot at fame.”

—Female, 17, CA

“Bored kids” and “desperate parents” are the most likely to love their smart speakers. Nine out of ten children who own one say they enjoy their device, and 57% of all smart speaker owners with children admit entertaining their children was one of the reasons they opted for the purchase. Ypulse found 13-34-year-olds consider Amazon Alexa one of the “coolest tech products” so it’s no surprise smart speaker owners love their devices: 65% “would not want to go back to their lives before getting one,” 42% consider it an everyday “essential,” and over half of parents plan to purchase another. (Fast Company)

Plastic surgery is reportedly having a moment with Millennial men. According to the American Academy of Facial Plastic and Reconstructive Surgery, of the over one-third of men who are “extremely likely” to consider cosmetic procedures, 58% are 25-34-years-old and 34% are 18-24-years-old. Some reasons they’re willing to go under the knife (or needle)? To boost their self-confidence, to appear less tired or stressed, and to stay competitive in their careers. Experts say social media and the self-care trend is making men more appearance-conscious. (Bloomberg)

Reading Rainbow is back and it’s all grown-up, just like its fans. The well-loved show's host, LeVar Burton, is picking up a book and laying down a podcast for his Millennial fans. He’ll be reading selected works of fiction and breaking down the themes just like in the old days, but he’s also adding a little something extra: his personal take on the tale. The only thing missing from the original PBS Kid’s show? The coveted chance to get on screen and read a review from your favorite story.

(Huffington Post)

Gen Z is thinking finances-first when making college decisions. Almost 80% consider the cost of an institution in their decision of where to attend, which makes sense considering over one in three are planning to pay for part or all their expenses. Avoiding the student loan debt that most Millennials know all too well is a key component of their finance-savvy thinking: 69% of teens are concerned about taking on loans, and the number of teens who plan to borrow has dropped 10% since 2016. (CSF)

Leisure and hospitality are the “hottest” jobs for teens this summer. A full 41% of teens went into leisure and hospitality last year, nearly double those that landed a wholesale and retail gig. Education and health services rounded out the top three, with all other industries claiming 5% or less of the summer teen workforce. When Ypulse asked teens where they’re planning to work this summer, restaurants and fast food jobs combined would land the top spot on the list. (Markets Insider)

“Everybody loves Drake. People that claim to not like Drake don't know themselves well enough.”

—Female, 21, CA

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