The Unpredictable Persona | Solstice Trends 2019

In order to survive this world of emboldened consumers and shifting tastes, organizations are keeping their ear closer to the ground and making some calculated bets.

Prince Harry captivated the world in 2018 when he rebuked the notoriously conservative English monarchy by marrying American actress Meghan Markle. Shortly after, Saudi Arabia lifted the ban on female drivers and Western movies, and India’s Supreme Court paved the way for LGBT rights.

Despite the race to become more data-driven and AI-centric, many unanticipated events that unfolded in 2018 were a stark reminder that we continue to live in a “human-first world.” Humans are notoriously fickle and emotional — and even the most sophisticated AI cannot yet accurately predict what we will do.

Although fewer things seem certain these days, we can always count on one thing to be true: what we say and what we do are not always synonymous.

Two Sides of the Same Coin

Just ahead of the 2018 Super Bowl, NFL season ratings were down among its primary audience with all signs pointed to one primarily culprit: the national anthem protests started by Colin Kaepernick.

Even more shocking than the protests’ impact was how the NFL’s core demographic came out later to support Nike, which had made Kaepernick the centerpiece of its 30th-anniversary campaign.

Adding More Cooks Will Not Make a Better Stew

This unpredictability has spilled over into the B2B world. Any sales rep or executive knows that two things invariably inject uncertainty into a deal at the 11th hour: time and adding more cooks in the kitchen.

Unfortunately, the average buying committee is growing from roughly five to seven key decision makers, resulting in extended sales cycles without much in the way of better results. Upwards of 40 percent of buyers still report post decision buyer’s remorse.

Brand Liberation

This unpredictability has also created an environment in which consumers are more receptive to brands that are swapping predefined norms for a more authentic voice.

Axe’s body spray has led the way in this type of courageous when a 2016 poll that found a vast majority of men had been told to “man-up”, prompting the company to shift its message from masculinity to individuality. Conversely, lingerie newcomers Aerie and ThirdLove have stepped into the void left by the downfall of Victoria’s Secret.

The Unpredictable Persona - Solstice 2019 Trends

Take Action

With little to indicate we will become any more predictable moving forward, it is anyone’s best guess as to what will happen next. Luckily, there are options and many brands are thriving amidst the uncertainty.

Focus on creating a dynamic brand built on authenticity and human insight rather than marketing to a static persona.

Continue moving beyond demographics when developing personas, understanding buyers and consumers on a deeper level.

Ensure that a human-centered design approach is present throughout your entire product and service development process.

In order to survive this world of emboldened consumers and shifting tastes, organizations are keeping their ear closer to the ground and making some calculated bets.

Two Sides of the Same Coin

Adding More Cooks Will Not Make a Better Stew

Brand Liberation

Take Action

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In order to survive this world of emboldened consumers and shifting tastes, organizations are keeping their ear closer to the ground and making some calculated bets.

Although fewer things seem certain these days, we can always count on one thing to be true: what we say and what we do are not always synonymous.

Two Sides of the Same Coin

Adding More Cooks Will Not Make a Better Stew

Brand Liberation

Take Action

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MAIN PAGE:

MAIN PAGE

NEXT TREND:

Long Tail Tribes

NEXT TREND

The Rise of Long Tail Tribes

Stay connected with Solstice