Mintel Little Conversation

Latest Episodes:

Episode 87: Marketing outlook, omnichannel trends and spend predictions for 2022 Feb 16, 2022

Show notes

In today's episode—the official start to Season 4 of Mintel Little Conversation—host Andrew Davidson, Bruce Biegel, Senior Managing Partner at Winterberry Group, and Lierin Ehmke, Insights Manager, Mintel Comperemedia Omni, discuss the marketing and advertising outlook for 2022. In addition to tackling where the industry is headed, what marketers need to pay attention to and what the overall brand implications are, the trio also debates channel spend and the shifting consumer relationship with various marketing channels in the year ahead. Does your TikTok strategy need a second look? How about video? Are you sleeping on out-of-home? Listen now for the full 2022 forecast.

Learn more about Bruce Biegel and Winterberry Group at winterberrygroup.com. Download Comperemedia's 2022 Omnichannel Marketing Trends for free at welcome.comperemedia.com/omnichannel-marketing-trends/. Get the latest insights, thinking and perspectives on consumers at mintel.com/blog and competitive marketing intelligence at welcome.comperemedia.com/blog/.

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

Guests: Bruce Biegel, Senior Managing Partner, Winterberry Group.

Lierin Ehmke, Insights Manager, Mintel Comperemedia Omni.

Episode 85: Season finale: A festive look back and look ahead Dec 15, 2021

Show notes

As 2021 comes to a close, so too does season 3 of Mintel Little Conversation. In today's season finale episode, the Little Conversation hosts chat about the most fascinating topics from the year and share their picks for what's set to make an impact in 2022. From 'buy now pay later' and climate change to diversity, inclusion and non-fungible tokens (NFTs), hear what these consumer, brand and marketing experts have to say about the year that was, how consumer behaviour will shift in the months ahead and what brands and marketers should be doing to prepare. And for a bit of fun to end the season, join the hosts for a quiz at the end of the episode to test your knowledge of global consumer behaviour. Listen now!

Host: Andrew McDougall, Associate Director, Global Beauty and Personal Care.

Guests: Elysha Young, Trends Manager, APAC.

Samantha Dover, Global Beauty Analyst, Mintel Beauty & Personal Care.

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

Episode 84: What is the value of sustainability from a brand perspective? Dec 01, 2021

Show notes

In today's episode, host Sam Dover welcomes Jo-Anne Chidley, Founder of sustainable beauty brand Beauty Kitchen, and Richard Cope, Senior Trends Consultant at Mintel and author of the 2021 Mintel Sustainability Barometer, to discuss how recent shifts in consumers' sustainability beliefs, behaviours and purchases are impacting brands. Following COP26 - the United Nations climate change conference that came to a close in mid-November - is consumer awareness and education on the rise? What are the implications for brands both inside and outside the sustainability space? Will consumers and brands ever be totally aligned on sustainability? The experts tackle these questions and more, make the case for sustainability as an innovation driver, and offer advice for brands questioning the value of sustainability. Listen now to learn more and check out episode 74 for a discussion about making better sustainability-driven business decisions.

Host: Samantha Dover, Global Beauty Analyst, Mintel Beauty & Personal Care

Guests: Jo-Anne Chidley, Founder of Beauty Kitchen.

Richard Cope, Senior Trends Consultant, Mintel Consulting.

Episode 83: What marketers need to know when considering a social commerce strategy Nov 15, 2021

Show notes

In today's episode, host Elysha Young is joined by retail and marketing experts from the US, Europe and China to discuss the rise of social commerce - what it is, the role of influencers and micro-influencers, how it's disrupting traditional e-commerce, and how technology gives certain markets the advantage. There are critical factors driving consumer engagement and proven tactics delivering success for major social commerce players. But how will those change as brands become less social and social media brands become more commerce-centred? Looking ahead, will social platforms help new businesses and startups grow in the social commerce market and, potentially, democratise the industry? The experts offer their advice for brands considering leveraging a social commerce strategy. Listen now!

Host: Elysha Young, Trends Manager, APAC.

Guests: Lierin Ehmke, Insights Manager, Mintel Comperemedia Omni.

Nick Carroll, Associate Director, European Retail Research.

Samuel Yi, Category Director, Retail, Tech and Media, Mintel Reports China.

Episode 82: What 2021 trends tell us about the future of marketing Nov 01, 2021

Show notes

In this episode of Mintel Little Conversation, host Andrew Davidson is joined by thought leaders across the telecom and media, insurance and omnichannel marketing industries to discuss Mintel Comperemedia's 2021 trend predictions - what the experts got right or wrong and key lessons for marketers as we emerge from the pandemic. Some industries weathered the storm of 2020 by rising to the occasion, but 2021 meant bracing for resets as consumers settled into their 'next normal'. Others had to double-down on innovation to find success - from multi-dimensional engagement to unexpected collaborations and blurred product offers. In 2021, we saw increased marketing spend in certain channels, a shift in messaging tone to be more 'helpful' and campaigns that focused on credibility, localism, brand awareness and a consumer-first perspective. What were the pressing issues and hot topics for marketers in 2021? How did brands step up and step ahead of the competition? What do marketers need to know with regard to offline experiences, blurring marketing and entertainment, and empowerment when planning their 2022 strategies? Listen now to find out!

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

Guests: Emily Groch, Director of Insights, Telecom, Mintel Comperemedia.

Lierin Ehmke, Omni Insights Manager, Mintel Comperemedia.

Nicole Bond, Senior Research Analyst, Mintel Comperemedia.

Episode 81: What to expect from the 2021 holiday shopping season Oct 19, 2021

Show notes

In this episode of Mintel Little Conversation, host Andrew Davidson is joined by retail experts Diana Smith and Nick Carroll to discuss the 2021 holiday shopping season. From politics, the economy and inflation to supply chain issues and the Delta variant, they analyse the industry, consumer and market changes that have altered or evolved retail shopping over the last year and the impact on brands and retailers over the coming months. Are supply chain issues and product shortages real threats to consumers' holiday shopping plans and retailers' brand images or is it a tactic to encourage early, full-price shopping? What strategies can retailers employ to combat staffing shortages? The experts share their predictions for 2021 and debate whether or not we'll see a continuation of the trend in record-breaking e-commerce growth or the recovery of brick-and-mortar sales; if consumers will continue to gravitate towards independent and local retailers or if same-day delivery, price matching and flexible return policies will win out. Curious to know if gift cards or experiences will be this year's top gift? Listen now to find out!

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

Guests: Diana Smith, Associate Director, Retail and eCommerce, Mintel Reports US.

Nick Carroll, Associate Director, European Retail Research.

Episode 80: How brand loyalty is changing Oct 06, 2021

Show notes

In this episode of Little Conversation, host Samantha Dover is joined by experts in consumer trends and purchase behaviour for a discussion about brand loyalty and to answer the questions: how has brand loyalty changed, what behaviour shifts are driving those changes, and what opportunities are there for brands to create loyalty in the future? The COVID-19 pandemic saw consumers prioritising needs over wants and redefining what value means to them, whether that's value through price, quality, convenience, or needs met. The last 18 months also saw an increase in consumer desire for experiences and looking to brands to fill that void. Today, the demand for value and experience are merging, offering brands unique opportunities to reward consumers and drive loyalty - but how? Listen now to find out.

Host: Samantha Dover, Senior Beauty and Personal Care Analyst, Mintel Reports UK.

Guests: Diana Kelter, Senior Trends Analyst, Americas.

Jane Hurh, Associate Director, Mintel Purchase Intelligence.

Episode 79: Taking a stand vs. virtue signaling: How to make the right decision for your brand Sep 21, 2021

Show notes

In this episode of Little Conversation, host Edward Bergen is joined by experts in food and drink, beauty and personal care, and DE&I for an honest discussion about whether or not brands should take a stand concerning ethical, environmental, political and/or social justice issues. The data makes for a compelling case: nearly two-thirds of consumers say they prefer to be associated with brands that align with their values. But how consumers behave tells a different story, one where convenience, price and the product delivering on its promise are most important. So, when - and how - will a brand find success moving beyond the role of providing goods for money and taking a stand for a worthy cause? Are certain industries and audiences more receptive to brand ethics and social responsibility? How thin is the line between brand ethos and marketing campaign? And when do virtue signalling and cancel culture bring it all crashing down? Listen now to find out.

Host: Edward Bergen, Consultant, Mintel.

Guests: Sarah Jindal, Associate Director, Mintel Beauty and Personal Care.

Jonny Forsyth, Associate Director, Mintel Food and Drink.

Adiat Baker, Global Diversity Manager, Mintel.

Episode 78: What brands need to know about convenience and consumer expectations Sep 06, 2021

Show notes

In this episode of Little Conversation, host Matthew Crabbe discusses the vast and nuanced concept of convenience with experts in consumer behaviour and trend analysis. As the pandemic has significantly shifted how and why consumers make decisions, they consider how consumer expectations around convenience have changed, what consumers now expect from brands in delivering convenience, and what the next convenience benefits will be that consumers will demand from brands. Is convenience more about saving time or making 'difficult things' less difficult? Are innovation, information, technology, and experiences facilitating or hindering convenience, and how do demographics come into play? They also look ahead and debate whether or not consumers will slow it all down and revert to pre-pandemic behaviours, sharing their predictions for the future of convenience that supports routine, reward, value, curation, and subscription. Listen now!

Host: Matthew Crabbe, Director of Mintel Trends, APAC.

Guests: Diana Kelter, Senior Trends Analyst, Americas.

Elysha Young, Manager, Mintel Trends, APAC.

Liisa Kontas, Trends Analyst, EMEA.

Episode 76: What 2021 trend predictions can tell us about the future of consumer behaviour Aug 16, 2021

Show notes

In this episode of Mintel Little Conversation, host Andrew Davidson is joined by some of Mintel's best and brightest—three of the authors of Mintel's 2021 Trends spanning the global consumer, food and drink, and beauty and personal care categories. In the midst of the COVID-19 pandemic, Mintel analysts sat down to predict future consumer behaviour and its impact on business strategy. Hear their take on the value of trend forecasting and of revisiting trends to see how the pandemic added strength to or challenged certain predictions, and accelerated, paused or even erased already-evolving consumer behaviours. What roles did routine, ritual, wellbeing, value and experience play in 2021 and how have trend trajectories been altered as a result? Curious to know what they're predicting for 2022 and beyond? Listen now to find out!

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

Guests: Sarah Jindal, Associate Director, Mintel Beauty & Personal Care. Jenny Zegler, Associate Director, Mintel Food & Drink.

Simon Moriarty, Director of Mintel Trends, EMEA.

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