This document discusses the trend of brands being expected to make sacrifices to address social and environmental issues. It notes that many consumers want brands to take responsibility for problems sometimes created by brands. The document provides examples of brands that have made sacrifices, such as CVS stopping tobacco sales, and urges brands to consider what they are willing to sacrifice in areas like products, processes, and attention to meet increasing consumer demands for responsible and ethical behavior.

1. OCTOBER 2014
GLOBAL TREND BRIEFING
BRAND
SACRIFICE
One powerful question for
brands to answer in 2015: what
are you prepared to SACRIFICE?

2. Okay, that’s a simplification of a complex issue.
But when it comes to making the world a better place, many
consumers are setting a more stringent standard for brands
than they are for themselves.
And let’s face it, given decades of unethical operations, rampant
pollution, disinformation and more, brands deserve it. After all,
many brands have worked extremely hard to create many of the
behaviors and lifestyle choices that well-meaning consumers
are now finding so hard to change.
Consumers don’t want to
make the world a better
place.
They want brands to do that for them ;)
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 2

3. In a global survey of 30,000 consumers,
72% of people said that business is failing to
take care of the planet and society as a whole.
ACCENTURE & HAVAS MEDIA, JUNE 2014
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 3

4. The situation now? Endless brand sustainability initiatives and
CSR-speak; endless consumer skepticism.
The only meaningful path left for brands is to stop talking
and act. One powerful form of action that will rise to the top
of the consumer agenda in 2015? Real, constructive, painful
SACRIFICES.
Because the message from many of these consumers will be
‘do as I say, not as I do’.
Sounds unfair? Who said consumers had to be fair?
Still, if you take some time to understand the epic force driving
this trend, you’ll understand why consumers are acting
this way...
What are you prepared to
SACRIFICE?
The powerful question consumers will be
asking brands in 2015.
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 4

5. In the pursuit of the nirvana that is
GUILT-FREE CONSUMPTION, consumers are
looking for brands to make SACRIFICES
(so they don’t have to).
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 5

6. WHY?
SACRIFICES aren’t
easy.
We know plenty of consumers agree that it would be good for
the planet if we all flew a little less. But how many consumers
are really stopping flying? (How many flights have you
SACRIFICED this year? ;)
The US Department of Transportation reported domestic routes
were 87.4% full in June 2014 – a new monthly record, while the
IATA reported global passenger demand had increased 5.9% in
the year to date vs. the comparable period in 2013.
Because while some consumers are actively making
SACRIFICES of their own, many more crave a new kind of
consumption: one that allows continued indulgence without
guilt over negative impacts on SELF, SOCIETY or the PLANET.
In fact, they’re downright painful!
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 6

7. The easiest and most desirable way for
consumers to assuage (or obliterate!)
their guilt?
For brands to make visible, meaningful
and constructive SACRIFICES: of products,
processes, attention and opportunities.
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 7

8. We obviously offer much more
than monthly Trend Briefings...
Our Premium Service
Your complete trend and innovation solution.
Find out more
2015 Trend Report
1
Trend Framework Innovation Database
2 3
Industry Updates Apply Toolkit
4 5
Monthly Updates 1-page Trend Handouts
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9. FEATURED INNOVATIONS
SACRIFICING FOR THE SELF
See how these brands and businesses are SACRIFICING to
reduce negative impacts on consumer wellbeing.
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 9

10. FEATURED INNOVATIONS: SACRIFICING FOR THE SELF
CVS
US drugstore chain stops selling
tobacco products
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 10

11. FEATURED INNOVATIONS: SACRIFICING FOR THE SELF
Tesco
UK supermarket removes checkout candy
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 11

12. FEATURED INNOVATIONS: SACRIFICING FOR THE SELF
Subway
Sandwich chain removes potentially harmful
chemical from its bread in the US
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 12

13. FEATURED INNOVATIONS
SACRIFICING FOR SOCIETY
See how these brands are making sacrifices to reduce
negative impacts on society.
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 13

14. FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY
Intel
Chip maker stops using minerals from
conflict zones
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 14

15. FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY
Guinness
Drinks brand pulls out of NY’s St. Patrick’s
Day parade over LGBT participation
exclusion
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 15

16. FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY
Apple
CEO claims that consumer privacy is
protected because company profits from
device sales rather than advertising
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 16

17. FEATURED INNOVATIONS
SACRIFICING FOR THE PLANET
See how these brands are making SACRIFICES
to reduce negative impacts on the planet.
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 17

18. FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET
Tesla
US electric car manufacturer won’t
enforce its patents
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 18

19. FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET
STA Travel
UK travel company says no to the unethical
treatment of animals
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 19

20. FEATURED INNOVATIONS: SACRIFICING FOR THE PLANET
H&M, Forever 21, Topshop,
ASOS & more
Fashion retailers stop selling angora wool
products
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 20

21. NEXT
So what is your brand prepared to SACRIFICE?
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 21

22. NEXT
Time for a SACRIFICE
audit?
Want to apply this trend? Start with an
A-Z audit of your organization intended
to identify potential SACRIFICES.
Remember, SACRIFICES should be
constructive, not purely cosmetic.
That means they’re going to hurt.
Need more tips? Keep reading for a step-by-
step checklist to run with...
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 22

23. NEXT
1. SACRIFICE
something you sell.
One crystal clear kind of SACRIFICE?
Stop selling something that’s causing
harm to consumers, society at large,
or the planet.
See how Tesco are to stop selling candy
at checkouts, citing consumer health as
the reason.
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 23

24. NEXT
2. SACRIFICE
something you do.
Another key type of BRAND SACRIFICE?
Stop or change some aspect of your
process in the name of SELF, SOCIETY
or the PLANET.
See how Intel stopped using minerals
from conflict zones.
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 24

25. NEXT
3. SACRIFICE
something you have.
SACRIFICES can also be about giving up
something you hold dear (and that has
significant value), for the greater good.
Witness how Tesla ‘gave up’ their
intellectual property despite knowing that
doing so may empower competitors.
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 25

26. NEXT
4. SACRIFICE attention.
A less tangible form of SACRIFICE, but
one that can speak volumes about who
you are.
SACRIFICE attention because you think
the platform – or others standing on it –
are causing negative impacts.
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 26

27. Consumer Trend Canvas
Use our free CONSUMER TREND CANVAS to
start innovating around this trend - instantly
»
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 27

28. MORE...
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PAUL BACKMAN
Chief Client Officer
paul@trendwatching.com
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