In 2008-2009 BBMG issued reports looking at data of a growing segment of conscious consumers: those who "purchase with a purpose." But wanting to meet and engage more consumers, we created the first online community connecting conscious consumers with sustainable brands, resulting in the first co-created research report in our arena.
BBMG believes branding is in the middle of a paradigm shift from brand 1.0 to brand 2.0. We're seeing the evolution of branding away a discipline that focuses narrowly on logos and taglines to sell products (1.0) and toward a more inclusive model (2.0) that's about creating engaging experiences, co-creating solutions and becoming a platform for people to meet their practical needs, realize their values and become part of something bigger than themselves.
At the same time, we've noticed through two years of national statistically significant research that consumers are going through their own shift. We're calling it the rise of the New Consumer: practically-driven, values-aspirational consumers and citizens who we believe are the key to tipping sustainability from green to mainstream.
Core77: What's the latest news or development with your project?
We've received more than 1,500 targeted downloads to the report since releasing.
What is one quick anecdote about your project?
In the past our agency has released printed research reports, but for the sake of environmental sustainability and creating a more engaging piece, we experimented with an interactive PDF format. The design challenge of the report was twofold. We wanted to create a fully interactive experience but faced issues with file size and mobile/desktop compatibility. We had to get creative at times to make specific functionalities of the piece work, such as embedding videos alongside rotating slide shows and animated diagrams. The other challenge we faced was thinking how to illuminate and enhance the storytelling of the report without creating technology and visibility challenges for our readers. We found that the interactive format helped add real value the report by allowing readers a more in-depth journey into the new consumer mindset, including consumer video narration, interactive photo diaries and personal values statements. Telling the consumers' stories was a fun and exciting journey, and we've heard lots of positive feedback not only about our report contents, but its format, design and interactivity.