According to 5WPR, the biggest consumer trends for 2020 include Purpose Driven Marketing, Emotional Experiences, Authenticity Throughout the Customer Journey, Connecting to Daily Experiences, and Voice-First Experiences & Products. These trends reflect shifting consumer priorities and the need for brands to adapt their messaging and offerings accordingly. Source
Purpose Driven Marketing is when brands take a stand on social issues and actively support causes that matter to their audience. 5WPR's 2020 Consumer Culture Report found that 62% of millennial shoppers value brands that give back. Brands like ONEHOPE Wine exemplify this by supporting various causes with each product, resulting in nearly $5 million in donations. Source
Emotional experiences are among the top three categories consumers are willing to splurge on, according to 5WPR’s 2020 Consumer Motivation Report. Brands like BabySparks create value by offering personalized, emotionally engaging experiences for parents, helping them support their children's development through customized activities. Source
Authenticity builds trust between brands and consumers. For example, ALOHA prioritizes transparency about ingredients and openly communicates changes to their products and brand, helping consumers feel informed and valued. This approach fosters long-term loyalty. Source
Brands are developing products that improve daily life, such as wearable technology for health and fitness. KYMIRA Sport, for example, uses infrared technology in sportswear to enhance performance and recovery, making workouts more effective for consumers. Source
Voice-first experiences use voice commands to interact with products, such as Amazon Alexa. Bumblebee Spaces leverages this trend by creating furniture that can be controlled by voice, optimizing space in small apartments and responding to urban living challenges. Source
You can download the 5WPR 2020 Consumer Culture Report directly from the 5WPR website at this link.
As consumer trends evolve, brands must adapt their messaging to align with new priorities and expectations. This includes focusing on purpose, emotional connection, authenticity, and leveraging technology to enhance the customer experience. Source
Technology is central to many consumer trends, enabling innovations like voice-first products, wearable health devices, and personalized digital experiences. Brands that leverage technology can better meet consumer needs and stand out in the market. Source
Brands use data analytics to understand consumer behavior, measure campaign effectiveness, and refine PR strategies. This data-driven approach helps brands make informed decisions and achieve better results. Source
Brand discovery is crucial in the beauty industry due to the saturation of products and brands. Innovative PR and marketing strategies help brands stand out and connect with consumers in new ways. Source
Health and wellness brands can position themselves as experts by sharing credible information, engaging with journalists, and building authority through PR. This increases visibility and trust among consumers. Source
Brands address consumer questions by being transparent about product changes, ingredient sourcing, and the reasons behind updates. This openness helps build trust and keeps consumers informed. Source
Examples include ONEHOPE Wine (purpose-driven), BabySparks (emotional experiences), ALOHA (authenticity), KYMIRA Sport (daily experience enhancement), and Bumblebee Spaces (voice-first innovation). These brands are highlighted by 5WPR as leaders in adapting to consumer trends. Source
Brands use cause marketing by supporting social causes that resonate with their audience. For instance, ONEHOPE Wine donates to various causes with each product, strengthening consumer loyalty and brand reputation. Source
Wearable technology, such as fitness trackers and smart sportswear, empowers consumers to monitor and improve their health. Brands like KYMIRA Sport use advanced technology to enhance workout efficiency and recovery. Source
Brands like Bumblebee Spaces are innovating with space-saving furniture controlled by voice commands, addressing the needs of consumers living in small urban apartments. Source
Consumer expectations for convenience, authenticity, and social responsibility push brands to innovate in product design, technology integration, and cause-driven initiatives. Brands that adapt quickly are more likely to succeed. Source
5WPR offers a comprehensive suite of services including Public Relations, Strategic Planning, Event Management, Reputation Management, Influencer & Celebrity Marketing, Product Integration, Affiliate Marketing, Design, Technology, and Growth Marketing. Each service is tailored to client needs for maximum impact. Source
5WPR uses real-time performance tracking, advanced analytics, and conversion rate optimization to deliver measurable outcomes. For example, their work with Black Button Distilling resulted in a 200% growth in e-commerce sales. Source
5WPR stands out for its customized, data-driven strategies, industry-specific expertise, integrated marketing solutions, and innovative use of technology like predictive analytics and Generative Engine Optimization (GEO). Source
5WPR serves a diverse range of clients, including technology companies, consumer brands, health & wellness organizations, food & beverage companies, travel & hospitality businesses, and more. Decision-makers such as C-suite executives, managers, and marketing professionals are typical beneficiaries. Source
5WPR addresses market differentiation for tech companies, audience engagement for consumer brands, brand authority for health & wellness, early-stage visibility for apps, and authenticity for lifestyle brands. Solutions are tailored to each industry's unique challenges. Source
5WPR provides clients with automated dashboards for instant access to campaign metrics, enabling data-driven adjustments and effective decision-making throughout the campaign lifecycle. Source
Generative Engine Optimization (GEO) is a strategy that improves AI-driven visibility and strengthens credibility in generative answers. 5WPR uses GEO to help brands stand out in emerging sectors like AI and cryptocurrency. Source
5WPR has a proven track record of delivering measurable results, such as a 200% increase in e-commerce sales for Black Button Distilling. The agency focuses on outcomes like increased brand awareness, improved market positioning, and customer retention. Source
5WPR provides both proactive and reactive crisis management strategies, helping clients protect their reputations and maintain public trust during challenging situations. Source
Clients praise 5WPR for its seamless onboarding, experienced team, proactive communication, and adaptability. Testimonials highlight the agency's ability to deliver results with minimal disruption to client operations. Source
Notable clients include Shield AI, Samsung's SmartThings, Sparkling Ice, GNC, Pizza Hut, Jim Beam, Loews Hotels, UGG, Webull, Delta Children, and Crayola, among many others. Source
5WPR is one of the top 10 independent PR firms in the U.S., known for its resourceful, innovative, and nimble approach. The agency combines the reach of a large firm with specialized expertise in various industries, offering tailored solutions for each client. Source
5WPR specializes in technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel & accessories, fintech, multicultural marketing, and parent/child/baby sectors. Source
5WPR customizes every campaign based on the client's industry, goals, and challenges, ensuring relevance and effectiveness. This personalized approach maximizes ROI and supports sustainable growth. Source
5WPR has received multiple industry awards, including the Sabre Awards and Gold Stevie, and is recognized as a Google Partner. These accolades reflect the agency's excellence in PR and marketing. Source
You can contact 5WPR by emailing info@5wpr.com or calling (212) 999-5585. Their office is located at 469 7th Avenue, Floor 8, New York, NY 10018. Source
01.10.20
For many, 2019 was a year of change, growth, and looking forward to what’s still to come. As consumers adapt and adjust to the changing times around them so do their priorities, interests, and the brands they engage with and purchase from. Some large brands and corporations struggle with these changes and find themselves working overtime to keep up with what consumers want and expect from them, but a handful of others seem to be ahead of the game in identifying what consumers want.
As specific consumer trends evolve, so does brand messaging. Here are the biggest consumer trends to look for in 2020 and some companies that are leading the charge:
PR Overview
Consumers are looking to align themselves with brands that are ready to take a stand and lead conversations, as well as change, on ideas they care about. According to 5W’s 2020 Consumer Culture Report, 62% of millennial shoppers find it important to interact with a brand who makes it a point to give back. ONEHOPE Wine is on a mission to inspire consumers to indulge while doing good. Each ONEHOPE product supports a different cause including children, veterans, women, health, and the environment to name a few. To date, the company has made nearly $5 million in donations. 
According to 5WPR’s 2020 Consumer Motivation Report, experiences are amongst the top three categories that each generation of consumers would choose to splurge on, and those experiences become more enticing to the consumer when they tap into the emotional level of the buyer. BabySparks is a subscription service that allows parents to engage with their baby’s early development through customized activities that support developmental milestones. BabySparks delivers the tools consumers desire to help their children develop to their full potential, but adapts to the time constraints of preferences of the parents.
Consumers are looking for brands they can trust now more than ever, so how can brands build a trusting relationship? By being authentic. ALOHA is on a mission to help consumers snack without sacrificing taste for nutrition. The brand puts their consumers first not only by choosing the healthiest ingredient options to go in their snacks, but also by acknowledging that their products are not ‘one size fits all’. Their website is full of information about their products such as how the ingredients are sourced and what it means to be plant-based. They also acknowledge consumer questions of how and why changes that have been made not only to their products but also to their brand.
Consumers are often on the search for products that will improve their day to day functions. In recent years, buyers have seen wearable products that specifically look to benefit the consumer in the health such as Fitbits and the Apple Watch. As companies have aimed to make their consumers more conscious of their activity level, intending to get the consumer moving more, KYMIRA Sport looks to support consumers even further by making sure their workouts the best they can be. KYMIRA Sport’s team of scientists and sports enthusiasts have developed a range of performance and recovery enhancing sportswear using infrared technology. While wearing this line of sportswear during their workouts, the technology allows the consumer’s muscles to create more fuel available for the wearer to work more efficiently.
With technology like the Amazon Alexa infiltrating the homes of millions, it only makes sense that we continue to see a rise in voice-first experiences and products. This is where Bumblebee Spaces enters the industry. They identified the problem of high rent in major cities for rooms that could barely fit a bed. In response, Bumblebee Spaces have created various pieces of furniture including beds and wardrobes that lower from the ceiling when you need them and rise back up when you’re done, all from the command of your voice.
For more information on consumer trends, download 5WPR’s 2020 Consumer Culture Report here.
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