To ring in each new year, the world’s leading marketing intelligence agency identifies the key consumer trends that are most likely to influence businesses in markets around the world. For 2018, Mintel is highlighting two intriguing trends that will have a big impact in the U.S. and Canada. Join us to learn about “Trust Funding” and “Health Yourself” — and what these trends mean for advancing your brand in the year ahead. Watch the entire webinar here: http://videos.brandsquare.com/watch/7EE4T3qSjzGxgV8k453Ash

1. ©2017MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel.
2018 Consumer Trends
North America
Stacy Bingle
Senior Consumer Trends Analyst
©2017MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel.

2. Methodology: 4 Components
Pending political
and legislative
events
Momentum in
product and
campaign launches
Consumer
attitudes
Mintel expert
analysts’ opinions

3. Agenda
TRUST FUNDING THE VALUE
EQUATION
HEALTH
YOURSELF
LIFE IN SYNC:
VOICES & VISUALS

4. 4
TRUST
FUNDING
4
In a post-truth
world, consumers
are putting their
dollars where their
trust remains intact.

5. 5
WHAT’S
HAPPENING
IN 2018?
5

6. 6 Source: Mintel; Mintel
The notions of trust and truth have become debatable.
The era of “alternative facts” and “fake news” has
brought a new level of distrust and skepticism.
A post-truth & post-trust world
5%
of Canadians say they
trust the news stories
they read on social
media sites.
6
8%
of Americans trust product
information that they get from
social media/networking websites
more than other sources.

7. 7 Source: Mintel; Mintel
Chasms in society growing larger
18%of US consumers agree that “most
Americans share my values.”
27%of US consumers have confidence
the country will start to unite, down
from 36% in November 2016.
7

8. 8
A growing expectation to
stand up & speak out
80%
of US consumers say that professional
sports teams should take a stronger
stand on controversial issues.
8 Source: Mintel; Mintel; www.timesupnow.com
32%
of Canadians 18-34 say they enjoy
social media posts that raise
awareness of ethical issues.

9. 9
Evaporating trust means that companies sometimes have little choice but to communicate
where they sit on various issues, make bold moral actions, and take clear political stances
when necessary.
Avoiding a display of values may lead to backlash
Source: Chicago Tribune;
Nordstrom received backlash after it ceased to carry Ivanka Trump’s line of
clothing and accessories “based on the brand’s performance.”

10. 10
Anheuser-Busch paused its beer production
to send truckloads of clean drinking water to
Hurricane Harvey victims.
Source: Mintel; Mintel
55%of US consumers expect brands
to be a force for positive change.
Only 10% disagree.
Growing expectations: A force for good
10

11. 1111
WHERE
NEXT?

12. 12 Source: Mars / YouTube
Mars’ M&M’s brand launched a Fans of Wind energy campaign “to engage consumers on how
renewable energy can counteract climate change.”
Bolder actions to foster trust
12

13. 13
Brands will need to court consumers with
transparency, honesty, and facts; at the
same time, they will need to find new ways
to prove their positions.
Asserting efficacy and trust will be a top
priority for brands across categories as long
as skepticism drives purchasing behavior
and consumer attitudes.
2018 & beyond: Trust more crucial than ever
13

14. 14 Source: Mintel
Product innovation that meets the changing needs of apprehensive consumers can build or
redeem trust, including adding more information to packaging or incorporating livestreams of
production methods.
Transparency: Tell the whole story
SC Johnson announced that it will list the presence of 368
potential skin allergens that may occur in its products.

15. 15 Source: Mintel
Honesty: Confess Mistakes
Southwest Airlines proactively sent
an apology email and issued bonus
points after a nationwide glitch in
their system prevented A-List
travelers from automatically receiving
“A” boarding passes.

16. 16
Key Takeaways: Trust Funding
Lack of a stance can leave brands open to consumer
interpretation. In taking a position, be bold, perceptive, and
focused on relevancy to business.
Clarify
Strong messaging and action have the potential to gain
enthusiastic fans. Don't be afraid to embody a brand's
values in practical ways.
Act
Trust is waning and consumers seek to live – and buy –
by their values, so transparency, honesty, admissions of
fault, and moral goodness are more crucial than ever.
Open Up
16

17. 1717
HEALTH
YOURSELF
In an uncertain and
seemingly unstable
world, self-care and
preventative health
are becoming essential
for consumers across
demographics.

18. 1818
WHAT’S
HAPPENING
IN 2018?

19. 19 Source: Mintel
of US consumers agreed:
“There’s no point in worrying
about things until we’ve got a
better idea of what might happen.”
Unique & trying concerns: Response to the US election
61%
of US consumers agreed.
46%
19
November 2016:
July 2017:
of US consumers agreed that
the election had a positive
impact on the cost of health
insurance.
38%
November 2016:
of US consumers agreed.
28%
July 2017:

20. 20 Source: Mintel
of Canadians are concerned about the
value of their savings and investments
in light of the results of the 2016 US
presidential election.
Canada’s own set of worries
22%
of Canadians are concerned
with the future of the economy.
84%
20
of Canadians say they have a positive
outlook on the future of the country.
40%

21. 21 Source: NPR; Google Trends
The uncertainty of the situation is causing an anxious populace to focus on holistic views
of health to stay well, maintain a sense of balance, and ultimately avoid the unknown risk
associated with healthcare costs.
The effects of worry
Google searches for the term “self-care” reached a five-year high after the US election.

22. 22 Source: Mintel; Mintel
Proactive approaches help to both maintain a sense of stability and avoid unnecessary
health-related costs. Apps, videos, social media posts, fitness trackers, and smart
devices are guiding consumers as they seek not just physical wellness, but also
mental, emotional, and spiritual wellness.
Taking charge

23. 23 Source: Mintel; Walgreens; Bell Canada
Focus on: Mental Health
Walgreens is expanding its mental health
platform to reach broader demographics
and make access to care more affordable.
Bell Let’s Talk Day, “an initiative meant to
promote public discussions around mental
health,” garnered a record 131MM fundraising
calls, texts, and social media shares in 2017.

24. 24 Source: Fast Company; Mintel
Headspace, an app that provides
guided and unguided meditations,
was ranked by Fast Company as
the No. 1 most innovative company
in fitness for 2017.
Focus on: Mindfulness
of US adults say they currently
use or are interested in using
mindfulness techniques
(eg meditation).
59%

25. 25 Source: Self; Mintel
David Lloyd fitness centers are
offering “Napercise” classes – group
napping sessions “designed to
reinvigorate the mind, the body and
even burn the odd calorie.”
Focus on: Sleep & relaxation
of US adults say they spend less
time sleeping because of the
Internet (up from 13% in 2012).
20%
25

26. 26 Source: Dr. Smood; Mintel; Mintel
Focus on: Feel-good food and drink
Dr. Smood is a growing Miami-based foodservice chain that
markets itself as “smart food for a good mood.”
63%of Canadians agree that
what they eat impacts their
emotional wellbeing.
47%of Americans agree that
what they eat impacts their
emotional wellbeing.

27. 27 Source: Adidas / YouTube; Mintel; Hilton
Total holistic health
The Adidas All Day app goes beyond
performance tracking and encourages users
to focus on four areas of healthy living.
Hilton Hotels & Resorts has unveiled its new
Five Feet to Fitness program, which is an in-
room wellness initiative that brings fitness
equipment, a meditation chair, and other
accessory options to guests' hotel rooms.

28. 2828
WHERE
NEXT?

29. 29
Emerging concerns that affect various
groups will require more personalized
pathways to health.
The opportunity is ripe for brands in any
sector to develop their support roles for
the growing number of consumers
seeking to better themselves and get
ahead of health concerns.
Self-care focus will continue to take shape
29

30. 30
Pillsy is a smart pill bottle cap that reminds
users to take their medicines or vitamins.
Marvee is a voice assistant-based app
designed to combat social isolation for those
hindered by limited vision, mobility or aging.
Source: Mintel; Marvee
Aging population: Innovative care for extended independence

31. 31 Source: The Atlantic
“More comfortable online than out
partying, post-Millennials are safer,
physically, than adolescents have
ever been. But they’re on the brink
of a mental-health crisis.”
– Jean M. Twenge,
Professor of Psychology,
San Diego State University
iGeneration: New issues from a lifetime of screens

32. 32 Source: The New York Times / W.H.O
Drug overdoses are the leading cause of
death for Americans under age 50,
having killed more people last year than
guns or car accidents.
Opioid crisis:
Holistic pathways to wellness that eschew certain drugs

33. 33
Key Takeaways: Health Yourself
Step into the conversation as an expert. Foster trust by
opening a dialogue around how a product or service impacts
consumers’ health – whether negatively or positively.
Educate
Develop functional products in food, drink, personal care,
and beyond. Introduce smart devices, apps, and digital
tools. Consider partnering with likeminded brands.
Innovate
Acknowledge and cater to the many needs and
demographics along the spectrum of reasons for self-care.Encourage
33

34. ©2017MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel.
Questions?
©2017MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel.

35. mintel.com
©2017MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel.
THE WORLD’S LEADING
MARKET INTELLIGENCE AGENCY
Our expert analysis of the highest quality data and
market research will help you grow your business.
Stacy Bingle
Senior Consumer Trends Analyst
312.450.6296
sbingle@mintel.com
Thank you!
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.