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OCTOBER 2014 
GLOBAL TREND BRIEFING 
BRAND 
SACRIFICE 
One powerful question for 
brands to answer in 2015: what 
are you prepared to SACRIFICE?
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
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
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
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
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
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
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 
6 7
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
FEATURED INNOVATIONS: SACRIFICING FOR THE SELF 
CVS 
US drugstore chain stops selling 
tobacco products 
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 10
FEATURED INNOVATIONS: SACRIFICING FOR THE SELF 
Tesco 
UK supermarket removes checkout candy 
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 11
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
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
FEATURED INNOVATIONS: SACRIFICING FOR SOCIETY 
Intel 
Chip maker stops using minerals from 
conflict zones 
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 14
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
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
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
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
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
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
NEXT 
So what is your brand prepared to SACRIFICE? 
www.trendwatching.com/trends/brand-sacrifice BRAND SACRIFICE 21
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
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
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
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
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
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
MORE... 
If you have any comments, suggestions 
or questions then please do let us know. 
Just email: 
PAUL BACKMAN 
Chief Client Officer 
paul@trendwatching.com 
Want more? 
About us 
Established in 2002, trendwatching.com 
is the world’s leading trend firm, scanning 
the globe for the most promising consumer 
trends, insights and related hands-on 
business ideas. Our Premium Service counts 
many of the world’s leading brands as 
clients, while our free monthly Trend Briefings 
go out to over 260,000 subscribers in 180 
countries. 
More at www.trendwatching.com 
Free 
Publications 
Premium 
Service 
LIVE: Keynotes 
& Workshops

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trendwatching.com's BRAND SACRIFICE

  • 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 6 7
  • 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... If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Officer paul@trendwatching.com Want more? About us Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries. More at www.trendwatching.com Free Publications Premium Service LIVE: Keynotes & Workshops