ISPO’s Post

𝐖𝐡𝐚𝐭’𝐬 𝐡𝐞𝐚𝐭𝐢𝐧𝐠 𝐮𝐩 𝐢𝐧 𝐭𝐡𝐞 𝐬𝐩𝐨𝐫𝐭𝐬 𝐚𝐧𝐝 𝐨𝐮𝐭𝐝𝐨𝐨𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐬? We’ve taken a quick snapshot from the &facts platform and uncovered some winning insights that sports and outdoor brands will want to tackle head-on! 🏈  • 𝟕𝟓% 𝐨𝐟 𝐛𝐫𝐚𝐧𝐝𝐬 that tailored their offerings using consumer insights experienced a significant growth spurt.  • The UK sports and outdoor market is seeing a  𝟏𝟑% 𝐚𝐧𝐧𝐮𝐚𝐥 𝐠𝐫𝐨𝐰𝐭𝐡 𝐫𝐚𝐭𝐞.  • Demand for 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 𝐬𝐩𝐨𝐫𝐭𝐬 𝐚𝐧𝐝 𝐨𝐮𝐭𝐝𝐨𝐨𝐫 𝐩𝐫𝐨𝐝𝐮𝐜𝐭𝐬 𝐡𝐚𝐬 𝐬𝐮𝐫𝐠𝐞𝐝 𝟏𝟓𝐱! What could this mean for your brand? ✅ 𝘾𝙤𝙣𝙨𝙪𝙢𝙚𝙧-𝘾𝙚𝙣𝙩𝙧𝙞𝙘 𝙎𝙩𝙧𝙖𝙩𝙚𝙜𝙞𝙚𝙨 𝘿𝙧𝙞𝙫𝙚 𝙂𝙧𝙤𝙬𝙩𝙝 With 75% of brands seeing growth by tailoring offerings to consumer insights, investing in consumer research can enhance product relevance and brand loyalty. ✅ 𝙊𝙥𝙥𝙤𝙧𝙩𝙪𝙣𝙞𝙩𝙮 𝙞𝙣 𝙖 𝙂𝙧𝙤𝙬𝙞𝙣𝙜 𝙈𝙖𝙧𝙠𝙚𝙩 A 13% annual growth rate signals expanding opportunities. Brands can capitalize by innovating and diversifying their product lines to meet increasing demand. ✅ 𝙎𝙪𝙨𝙩𝙖𝙞𝙣𝙖𝙗𝙞𝙡𝙞𝙩𝙮 𝙖𝙨 𝙖 𝘾𝙤𝙢𝙥𝙚𝙩𝙞𝙩𝙞𝙫𝙚 𝙀𝙙𝙜𝙚 The 15x surge in demand for sustainable products highlights a shift in consumer values. Brands that prioritize eco-friendly options can differentiate themselves and attract environmentally conscious consumers. Is your brand leveraging consumer insights for growth? 🌱 #MarketTrends #ConsumerInsights #SportsIndustry #Sustainability

"Will outdoor consumers shop on values? Or how do we engage with an eco-fatigue consumer?" Let's meet up at #OutdoorByISPO2024 ISPO I'm happy to share the stage with Bastian Nathanael Graber (Circana) and Claudia Klingelhöfer from The Outdoor Industry Compass exploring this topic! At the talk, i will draw insights and forecasts from my new report, THE NXT NORDIC OUTDOOR CONSUMER 2024, based on data from 2500 respondents and 32 interviews with brand representatives from Nordic outdoor brands. Tuesday 4:th june, Hall A3 Green Stage, 12.00-12.45 Outdoor brands must lead from the front, but the stakes are higher than ever before. To resonate with eco-fatigued consumers, it's essential to adopt new, accessible, and engaging methods of communicating their commitments while creating brand and product excitement. #outdoorByISPO2024 #ISPO #thinkoutdoor ISPO #outdoor #trends #consumers Above The Clouds Communication Scandinavian Outdoor Group (SOG) #scandinavianoutdoorgroup

🔈 B Corp Brand Survey Insights, Part 3 In 2023 B Lab Europe conducted an extensive online survey encompassing more than 11,000 participants from eleven European countries. Some of the key findings from the survey include: ✴ The findings show that consumer behavior is notably swayed by sustainability and certifications. This presents a distinct call to action for businesses to reevaluate their operational methods and enhance their accountability. ✴ The B Corp Certification emerges as a trusted symbol, with high recognition rates among younger demographics and those with higher education levels. ✴ 1 in 7 people in Europe have heard of the B Corp movement, with Gen Z and Millennials having the highest awareness. 69% of those who are aware of B Corp Certification said it positively affected their purchasing decisions. Read more in this article:  https://lnkd.in/gDtxuQSU #BCorp #BLab #BrandAwareness #Sustainability 

Is your brand ready to market to the next generation? When it comes to #fitnessbrands and #sportbrands - GenZ spenders are non the rise. IHRSA put out a large trend report that's showing GenZ consumers are flooding the health and fitness market and spending MORE. Not only are they spending more on health and fitness, but they see health and fitness spending not as discretionary, but ESSENTIALS - more than previous generations. With that in mind, this new generation of heavy spenders are reporting it's important that their fitness clubs embrace social causes. Why? It's about identity. 56% of Gen Z and 63% of Millennials believe the brands they like are a strong reflection of their personhood, according to the Deloitte study shared by Adweek. As a brand, this data should guide and shift the way we engage with our consumers. Your product matters less, your values matter more. Younger consumers are more likely to engage with brands they feel align with their core values. Remember, they see participating with your brand as a reflection of themselves - they're superfans of your brand. How is your brand adapting to engage with super fans and integrate into their identities? ~~ If this sparked your interest, why not share it? ♻️ I’m Tatum Brandt ✏️, and I post about #brandstrategy for hashtag #fitnessbrands. Are you a fitness brand founder? I have a free brand resource in my bio, check it out.

Every brand interaction shapes a relationship. Whether it's brand loyalty, indifference, or discovery, each encounter influences the narrative in consumers' minds. At MSW Research, we understand that brands exist within the intricate web of perceptions and relationships. But what drives these relationships? Brands reside in the psyche, a culmination of associations, emotions, and experiences. Perceptions, though resistant to complete overhaul, can be nudged, reshaped by every interaction and experience. These shifts ripple through brand relationships and ultimately manifest in brand preference. Our marketing model is the compass guiding our clients through this intricate landscape. It helps identify true competitors and pinpoint the factors driving brand sales and size. From packaging to target demographics, every element is scrutinized with one goal in mind: driving sales. At MSW Research, success isn't just a goal; it's a journey marked by understanding, adaptation, and growth. Let's navigate the terrain of brand preference together. 🌟 #BrandPreference #MarketDynamics #MSWResearch #BrandMarketing #Marketing

Measuring a brand’s familiarity, regard, meaning, and uniqueness is not a new idea. What’s different is rolling up those metrics into one composite measure of brand equity. 1️⃣ Four Pillars of Brand Equity: Measure brand equity through a composite of familiarity, regard, meaning, and uniqueness. These elements stir emotions and drive consumer decisions, impacting everything from consumption to referrals. 2️⃣ Competitive Benchmarking: Rank your brand against a broad spectrum of competitors, not just the closest ones. This reflects real-world choices consumers make, affecting your brand's revenue and market position. 3️⃣ Dynamic Refresh Rates: Update your brand metrics frequently (weekly, monthly, quarterly) to capture the impact of external events and internal changes on your brand's standing and financial performance. 4️⃣ Inclusive Measurement: Ensure your brand data reflects the diversity of your market's demographics for accurate targeting and to harness growth opportunities across different customer segments.

It’s time for marketers to shed old ways of thinking and realign their priorities. A first step is to become an “ageless” brand, one that emphasizes common values across different age groups. But the destination must be to be build “post-generational” brands, that is, to create a narrative that allow for generations influencing each other’s preferences and purchases through their interaction. Read Here : https://lnkd.in/g6cW5i9h

In today's competitive market, a robust brand strategy is not just beneficial; it's crucial for survival and success. But what does it take to carve out a unique space for your brand and connect meaningfully with your target audience? Let's dive into the essentials of defining your brand’s positioning and developing resonated messaging. First, pinpoint your Unique Value Proposition. What makes your brand stand out? Is it your innovative products, exceptional customer service, or a unique problem-solving approach? Identifying this cornerstone is the first step in crafting your brand's identity. Understanding your competition is equally vital. Analyze the market to find gaps or opportunities to distinguish your brand. With this knowledge, you can choose a positioning strategy highlighting your strengths as a luxury provider, cost leader, or innovator. Next, know your audience inside out. What are their desires, needs, and preferred communication styles? This insight allows you to tailor your messaging to speak directly to them, enhancing engagement and connection. Finally, develop a consistent brand voice and create content that engages and adds value to your audience's lives, much like how Patagonia successfully connects with its eco-conscious consumers. Read more: https://lnkd.in/e78bvRWm #BrandStrategy #MarketingSuccess #UniqueValue #CompetitiveEdge #AudienceEngagement #ContentCreation

“…It’s time for marketers to shed old ways of thinking and realign their priorities. A first step is to become an “ageless” brand, one that emphasizes common values across different age groups. But the destination must be to be build “post-generational” brands, that is, to create a narrative that allow for generations influencing each other’s preferences and purchases through their interaction….”

💬 “Given that #GenZ and millennials are set to make up a large portion of luxury consumers over the next two years, it’s no surprise that social media will continue to play a huge role in the luxury landscape. However, in this oversaturated market, what makes some luxury brands rise up over others?” Learn more about how social media is the foundation of #LuxuryGoods sales, and how #PaidSocial is key to optimising future campaigns 👇  https://lnkd.in/ecw6b3d2 #TugBlog #PaidMedia #Advertising #DigitalMarketing #PerformanceMarketing