Mintel Little Conversation

Latest Episodes:

Episode 97: What does a winning influencer marketing strategy look like? Jul 06, 2022

Show notes

Host Samantha Dover and her guest Rebecca McGrath explore the big themes in influencer marketing. Despite predictions to the contrary, macro- and micro-influencer marketing exploded during the pandemic and quickly became an even more competitive space for both the influencers impacting consumer purchasing behaviours and decisions and the brands with which they work. What are the factors brands need to consider when developing an influencer strategy? How heavily should authenticity and transparency be weighed? What are the benefits and drawbacks of forging long-term, collaborative influencer partnerships? And how is consumer understanding of the role influencers play in their lives evolving? Listen now to find out!

Learn more about influencer marketing and buy a report today in the Mintel store: store.mintel.com/report/uk-social-media-influencers-market-report

Sign up now and become a member of the Mintel community—strategy, insights and intelligence from Mintel industry experts delivered to your inbox: https://www.mintel.com/mintel-newsletter

Host: Samantha Dover, Category Director, Mintel Beauty & Personal Care.

Guests: Rebecca McGrath, Associate Director, Media and Technology, Mintel Reports UK.

Episode 96: NFTs: Understanding the hype and seeing the value for brands Jun 22, 2022

Show notes

Host Andrew McDougall and his guests track the trajectory of non-fungible tokens, or NFTs—the latest blockchain technology to capture attention—from both the consumer and brand perspective. While much of the noise right now is centred around celebrities and influencers launching their own projects, the technology could hold great value in how they encourage loyalty, display fandom, build community, and the overall potential for authentication. This episode explores NFT scams, regulation and sustainability implications, how the concept of ownership is being redefined, as well as how and why brands are entering the space. Listen now!

Check out Mintel Little Conversation ep. 90, "Let's talk about the metaverse": mintel.com/blog/technology-market-news/podcast-lets-talk-about-the-metaverse

Learn more about consumers' digital trends and buy a report today in the Mintel store: store.mintel.com/us/financial-services/fintech/us-digital-trends-spotlight-on-the-metaverse/

Sign up now and become a member of the Mintel community—strategy, insights and intelligence from Mintel industry experts delivered to your inbox: https://www.mintel.com/mintel-newsletter

Host: Andrew McDougall, Director, Mintel Beauty & Personal Care.

Guests: Brittany Steiger, Senior Analyst, Retail & eCommerce, Mintel Reports US.

Sydney Riebe, Associate Analyst, Food, Drink & Foodservice, Mintel Reports US.

Episode 95: Consumers' sustainability attitudes are shifting; here's how brands should react Jun 09, 2022

Show notes

Host Andrew Davidson welcomes guests Richard Cope, Lisa Dubina and Scott Stewart for a discussion about consumer attitudes towards sustainability, how they are changing and what brands should do to adapt. Climate change and water and food shortages are rising to the top of global consumers' priority lists as events like the Ukraine conflict and extreme weather play a greater role in their daily lives. Learn about the behavioural differences across markets, why brands need to be more aware of changing preferences, the role of authenticity and education in messaging, and the brands, products and services that stand out - for better or worse. Listen now!

This episode is a preview of the upcoming 2022 Sustainability Barometer. Download the free 2021 Sustainability Barometer (mintel.com/consumer-sustainability-barometer) and keep an eye on Mintel's social channels in the coming weeks for access to the new research.

Mintel clients can log in now to access the US (reports.mintel.com/display/1101749/) and Canada (reports.mintel.com/display/1100449/) Sustainable Consumer reports.

Non-clients should visit the Mintel Store (store.mintel.com/) to learn more and buy a report today.

Host: Andrew Davidson, SVP/Chief Insights Officer, Mintel Comperemedia.

Guests: Richard Cope, Senior Trends Consultant, EMEA, author of the Mintel Sustainability Barometer.

Lisa Dubina, Associate Director, Culture and Identity, Mintel Reports US.

Scott Stewart, Associate Director, Lifestyles and Retail, Mintel Reports Canada.

Episode 94: How brands can bring pleasure to consumers in tough times May 25, 2022

Show notes

Host Andrew McDougall and his guests explore themes of pleasure and escapism and the nuanced role brands play in boosting consumer happiness in 2022. The 24-hour news cycle, climate catastrophe and cost of living crisis (among others) make it more important than ever for consumers to find moments of joy, but how do brands strike a balance between instant gratification, anticipation and mental containment? In the food and drink space, the experts dissect the relationship between enjoyment and satisfaction, covering everything from validating hedonistic, guilty pleasures to an alternative theory about permissible indulgence. In the beauty industry, what does the future hold for multisensory products that trigger stimulating effects on the brain? Listen now to hear about the key motivations behind the desire for enjoyment and what brands can do in response to engage consumers.

Learn more about Mintel's 2022 Global Consumer Trend 'Enjoyment Everywhere' by downloading the free thought piece today! https://www.mintel.com/global-consumer-trends.

Learn more about Mintel Trends at mintel.com/mintel-trends.

Get the latest insights, thinking and perspectives on consumers at mintel.com/blog.

Host: Andrew McDougall, Director, Mintel Beauty & Personal Care.

Guests: Simon Moriarty, Director, Mintel Trends, EMEA.

Alex Beckett, Director, Mintel Food & Drink.

Ayisha Koyenikan, Associate Director, Mintel Food & Drink.

Episode 93: Challenges brands face in an evolving value-centric market May 10, 2022

Show notes

Host Samantha Dover leads a discussion about the multifaceted definition of value. Joined by Rebecca Vella, Director of Food & Drink Insights at Mintel, and Andrea Payne, Head of Marketing at Kraft Heinz, the trio debates what creates brand value for consumers and how perceptions have changed since the COVID-19 pandemic. Brands and marketers should consider how, when, and where they communicate value to consumers, the role transparency plays in overall brand strategy, and what opportunities exist for future consideration, including premiumisation. Join the conversation and listen now!

Mintel clients can log in now to read all about Mintel Trend Driver 'Value'.

For those who are interested in learning more but aren't a Mintel client, check out Mintel's 2030 Global Consumer Trends - the 7 core drivers of consumer behaviour that will shape global markets.

Host: Samantha Dover, Category Director, Mintel Beauty & Personal Care.

Guests: Rebecca Vella, Director of Insights, Mintel Food & Drink, APAC.

Andrea Payne, Head of Marketing, Beverages, The Kraft Heinz Company.

Episode 92: Exploring the DTC model and what drives consumer engagement Apr 27, 2022

Show notes

In today's episode, host Samantha Dover is joined by UK and US retail experts to discuss the direct-to-consumer (DTC) model by defining what it is and making sense of what all the hype is about. They address the key benefits for brands, how to scale, who the best-in-class disruptors are, and what future opportunities exist in the marketplace. But before brands jump in, consider some of the red flags, including the purchase drivers that encourage consumers to buy direct and consumers' barriers to entry. Mintel's retail experts discuss these topics and more - listen now!

Discover our latest retail and DTC consumer and market research and purchase a report today in the Mintel Store at store.mintel.com/industries/retail.

Get the latest insights, thinking and perspectives on consumers at mintel.com/blog and subscribe to our newsletter at Mintel.com/mintel-newsletter.

Host: Samantha Dover, Category Director, Mintel Beauty & Personal Care.

Guests :Nick Carroll, Retail Category Director, Mintel Reports UK.

Katie Hansen, Retail and Ecommerce Analyst, Mintel Reports US.

Episode 91: Why brands are using astrology in their marketing strategy Apr 12, 2022

Show notes

In today's episode, host Elysha Yong welcomes consumer lifestyle and marketing strategy experts to discuss astrology. It's has been around since the 3rd millennium BC as a way to explain human behaviour (or so some believe). Today, it's experiencing a resurgence—driven by social media—that began with Millennials and has now exploded with Gen Z. The experts explain why the sudden interest from a consumer perspective, discussing themes like spirituality, the collective, self-expression, decision paralysis and regaining control. Curious to understand how and why brands are getting involved, who's doing it well and where the opportunity exists? Listen now to find out what marketers should know before weaving the zodiac into their next brand campaign.

Download Mintel's 2022 Global Consumer Trends for free at mintel.com/global-consumer-trends or watch the video at youtube.com/watch?v=jIePecKGhvw.

Learn more about Mintel Trends at mintel.com/mintel-trends.

Get the latest insights, thinking and perspectives on consumers at mintel.com/blog.

Host: Elysha Young, Trends Manager, APAC.

Guests: Huiqi Ong, Consumer Lifestyle Analyst, Mintel Reports.

Diana Kelter, Associate Director, Mintel Trends, North America.

Nicole Bond, Associate Director, Marketing Strategy, Mintel Comperemedia.

Episode 90: Let's talk about the metaverse Mar 30, 2022

Show notes

In today's episode, host Andrew Davidson is joined by category and consumer trend experts to discuss the metaverse—the concept of a virtual, 3-D, interactive world that has so many of us intrigued. They filter through the hype, break down what it means for consumers, and discuss how brands should think about the metaverse in the medium and long term, including recommendations for how to incorporate the trend into brand innovation and marketing strategy. From its origin and barriers to entry to the value it offers consumers and brands to watch, let's talk about the metaverse. Listen now!

For more industry-specific explorations of the metaverse, visit the Mintel Blog (mintel.com/blog) and head to the Mintel Store (store.mintel.com/industries/technology-telecoms) to buy a report.

Find out how shifts in consumer behaviour will impact markets and brands now, in the next few years and into the future by downloading the Mintel 2022 Global Consumer Trends (mintel.com/global-consumer-trends) for free.

Host: Andrew Davidson, SVP/Chief Insights Officer, Mintel Comperemedia.

Guests: Joey Khong, Analyst, Mintel Trends, Southeast Asia.

Thomas Slide, Director, Mintel Reports UK.

Fiona O'Donnell, Senior Director, Mintel Reports US.

Episode 89: The what and why behind a consumer trend Mar 14, 2022

Show notes

In today's episode, host Elysha Young shines a spotlight on the science and art of consumer trend forecasting. She is joined by global consumer trend experts to discuss how trends are defined, how companies like Mintel identify new trends and the value of understanding consumer trends. There are a few ways to define a trend - changing collective attitudes, the fluid, forward movement of a landscape, any significant shift in behaviour - but no matter how you describe it, the experts are clear on three things: fads and trends are not the same; the evolution and trajectory of a trend are dependent on demographics; and knowing about consumer trends is critically important for calculating potential competitive, disruptive implications. Find out why by listening now.

Learn more about Mintel Trends at mintel.com/mintel-trends.

Download Mintel's 2022 Global Consumer Trends for free at mintel.com/global-consumer-trends.

Get the latest insights, thinking and perspectives on consumers at mintel.com/blog.

Host: Elysha Young, Trends Manager, APAC.

Guests: Dana Macke, Director of Mintel Trends, Americas.

Simon Moriarty, Director of Mintel Trends, EMEA.

Matthew Crabbe, Director of Mintel Trends, APAC.

Episode 88: The impact of inflation on the cost of living and consumer behaviour Mar 01, 2022

Show notes

In today's episode, host Andrew Davidson and Toby Clark, Director of EMEA Research at Mintel, discuss the impact of inflation on consumers in Europe and North America, specifically the cost of living, how it will shape consumer behaviour in the coming months, and the overall impact on brands. Hear from Mintel category and consumer experts on how inflation is affecting the retail, beauty and personal care, travel, food and drink, and financial services industries worldwide; the parallels that can be drawn between today and the Global Financial Crisis (2008) with regard to wages and economic growth; and the differences between consumer groups. Brand loyalty, savvy shopping behaviours, perceptions of value and transparency, and conscious consumerism are all being tested. What brands are agile enough to make it through? Listen now to find out.

To learn more about Mintel research on the impact of inflation including strategies for brands to help consumers deal with inflation (mintel.com/blog/consumer-market-news/5-key-strategies-for-brands-to-help-consumers-deal-with-inflation) and the cost of living crisis (mintel.com/blog/consumer-market-news/cost-of-living-crisis-3-strategies-for-brands-to-help-consumers-deal-with-the-squeeze-on-incomes), check out the Mintel Blog.

Mintel research on UK (store.mintel.com/report/b2b-economic-outlook-uk-winter-2021) and US (store.mintel.com/report/consumers-and-the-economic-outlook-us-winter-2022) consumers and the economic outlooks are available for purchase in the Mintel Store.

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