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: “New wedding traditions I’ve noticed are the return of the wedding band (not just DJ), and weekend activities even if the wedding isn't a destination.”—Female, 30, DC

The election inspired Millennials to start reading (some) major newspapers again. According to a Pew Research Center study, 44% of 18-49-year-olds received their election news from The New York Times, 37% received it from The Washington Post, and 27% went to The Wall Street Journal—compared to 23%, 19%, and 15% of those 50 and older respectively. Local newspapers did not get as much love from the younger generation, with only 23% turning to them compared to 67% of older consumers. (Fortune)

How did Vans get on every “cool kid’s radar?” They have their exclusive Vault line to thank. In the early 2000s, the shoe line was struggling to reach young consumers with their classic styles, so they were reimagined with collaborator-inspired designs and sold in limited quantities at higher price points in partner stores only. The strategy was “a marketing exercise for boosting energy and brand affinity,” and helped bring the brand to international levels, most likely driving a 7% increase last quarter. (Glossy

PepsiCo reports that almost half of its revenue now comes from healthy foods. With young consumers not drinking sweet carbonated beverages the way they used to, the brand pledged to cut calories from their sugary drinks but has been moving at a “glacial pace.” Almost half of their revenue is now coming from their “guilt-free” product category, like Baked Lay’s and Naked juices, 25% from “everyday nutrition” like water and healthier snacks, and the brand is admitting soda is “becoming a smaller part of” their future. (Grub Street

An app bringing tech to pre-K just secured $10 million in venture funding. Brightwheel helps pre-K teachers and daycare providers manage their business, while updating parents on their child’s status throughout the day with photos and messages. Along with premium access, it is available for free with limited features which the founder hopes would appeal to lower income communities: “Something like 85% of brain development happens in the first 3 years of life…Access to good pre-K care is low in the US, we’re ranked 26th globally. And we think tech can help to change that.” (TechCrunch

Over nine in ten of Millennials say the post-grad job hunt was difficult. The insight from a recent Job Applicator Center study reflects employers’ tendency to hire skilled workers for entry-level positions while overlooking recent graduates. The study also found that 18-34-year-olds have already had 2.7 jobs on average and 41% only plan to be at their current job for two years or less—most likely because they are looking for employers who invest in them beyond just salaries and benefit packages. (Job Application Center

Quote of the Day: “I want my wedding to be authentic, joyful and audacious.”—Female, 30, NE

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