Mintel has published 10 trends for 2017. Today we will focus on cultural social responsibility trend. European countries make up four of the top five countries in
terms of UNESCO World Heritage Sites: Italy, Spain, France and Germany. However, as austerity bites and the cost of conserving, renovating and paying for the general upkeep of cultural monuments and institutions increases, we’re seeing brands get more involved in funding or sponsoring maintenance and preservation.
From one side there is concern about the future loss of Creative Europe ca €1,3 billion funding and from the other side the net migration growth of 1,9M in 2015 that was twice as high as 2014. This is creating tension, but there are also opportunities for brands to preserve and promote both the cultural identities of hosting home nations and their new arrivals alike – by sponsoring everything from building renovations to educational and cultural festivals.
From a brand point of view, these initiatives offer an opportunity to tap into current feelings of nationalism in a positive way.
According to Mintel, 20% of UK consumers think that big national brands or chains should play a bigger role in local communities. This approach can also attract custom: almost half (48%) of UK consumers aged 25–34 say companies’ ethics and behaviour have an impact on their purchasing decisions.
How do you comment the trend?
Length of the part 11.48