Let us start by wishing you all a very happy new year, from all of us to all of you! We had a blast during all of the December festivities and hope you did as well. As much as we love treating ourselves with an abundance of the most delicious food and beverages, this yearly turning point is also a time to reflect and come up with some (sometimes challenging) new year’s resolutions. Turns out we aren’t the only ones doing so, as quite a few brands want to do better in 2018 as well. Here are our two top picks.
With brand new clothing label /Nyden, fashion conglomerate H&M wants to attract a target group they call ‘Netocrats’. This branch of Millennials is presumably very sensitive towards credibility, authenticity and personality. With /Nyden, H&M wants to carry out these values through sustainable and influencer driven luxury fashion, which will only be available for purchase online or during various pop-up events. Most of the brand’s nitty gritty is still under wraps, but they promise to launch at the start of 2018.
Who would’ve thought that McDonald’s would be the one to go vegan? We sure didn’t, but after a successful trial period they’ve now launched their McVegan in both Finland and Sweden. They’re currently offering the burger against a lowered price, to hopefully stimulate the success nationwide even more. One can only hope that after the warm reception this vegan alternative has experienced so far, more fast food chains will follow suit. Our eyes are on the Swedes and Fins!
Both products link to our Holistically Happy trend, which is all about striving to be the optimal version of yourself. McDonalds does so by transforming their fabled burgers into a vegan and cruelty free option, while H&M manages to do this by offering a sustainable alternative to their current fast fashion lines with /Nyden. As the brand is influencer driven, it also links to our Cool Curation trend. The highly visual and curated imagery they’ve put out so far, invigorates this link even more.
While we do believe that aforementioned resolutions contribute to a better world, the conscious consumer of today will probably remain sceptical at first. Multinationals like H&M and McDonalds aren't particularly known for their positive contributions towards a better tomorrow, so it will take more than just a burger to convince these critical Millennials. We'll for sure keep an eye out to find out if they are.
What’s your new year’s resolution?