Trendsetters are vocal with their opinions and discuss their categories on social media, however, while there is some overlap, they are not the same as influencers. Trendsetters are driven by their curiosity and deep interest, often acting as advisors for friends and family, even without necessarily identifying as Trendsetters. In fact, 92% of Trendsetters say they only recommend products/brands they truly like.
As Trendsetters only make up a small share of a category’s audience, precise targeting and tailored branding are central challenges, in particular when mitigating the alienation of a broader customer base. Launching and promoting special, limited product lines or leveraging campaigns around co-creation can spark their excitement, whilst maintaining – or even growing – broad appeal.
Trendsetters want brands to hear their opinions about their products. As they also see themselves as creative, involving them in the creation of products can help engage them. In fact, since 61% of Germans also want brands to hear their feedback, feedback and co-creation measures can resonate and foster deeper ties with a broader audience.
This report looks at the following areas:
- Definition of Trendsetters, including a special focus on Fashion, BPC, Food and Tech Trendsetters
- The self-perception of Trendsetters (eg curious, adventurous) and how brands should address them
- Where Trendsetters and those with a general interest in the categories look for information, including social media platforms, magazines and physical stores
- Which social media platforms Trendsetters use to discuss their categories
- Attitudes of Trendsetters towards brands, including their desire for brands to listen to their feedback and the appeal of mainstream brands
Trendsetters represent a vocal and influential minority. By subtly engaging them – such as by appealing to their curiosity with bold innovations –brands can leverage their genuine endorsements and capitalise on their reach.
Jan Urbanek, Principal Analyst
Market Definitions
To identify Trendsetters we first surveyed respondents about their general interest in the Food, BPC, Fashion and Technology categories. Those with a general interest in the categories were further surveyed about their detailed engagement with the category. We identify respondents as Trendsetters who often share their ideas about products/trends in a category and either describe themselves as very knowledgeable in this category, see themselves as among the first to know about the latest news in the category, or try the latest products/trends in this category.
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
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OPPORTUNITIES
- Subtly attract Trendsetters to your brand
- Tap into Trendsetters as trusted advisors…
- …by sparking their excitement without financial incentives
- Involve Trendsetters in the creation of products
- Give Trendsetters a voice…
- …and shape a closed feedback loop on social media
- Feed the curiosity of Trendsetters
- Offer novel concepts for Trendsetters…
- …and allow deep dives on multiple channels
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CONSUMER
- Who are Trendsetters?
- Trendsetters are small but powerful target groups
- Trendsetters can offer uniquely authentic recommendations
- Curiosity drives Trendsetters
- Graph 1: top five words to describe oneself, by Trendsetter engagement, 2024
- Treat Trendsetters as pioneers, not unicorns
- Trendsetters tend to be younger
- Graph 2: Trendsetters in any of the surveyed categories, by age, 2024
- Affluent, yet selective
- Graph 3: net monthly household income, by Trendsetter engagement, 2024
- Trendsetters are engaged across categories
- Graph 4: Trendsetters who are Trendsetters in other categories, 2024
- Trendsetters are advisors in their social circles
- Graph 5: often getting asked for advice in selected categories, by category engagement, 2024
- Reach beyond the core Trendsetters
- Graph 6: consumers that often share their opinion about products/trends in a given category, by age, 2024
- The Fashion Trendsetter
- Fashion Trendsetters are younger and see themselves as stylish
- Graph 7: Trendsetter segment, by age, 2024
- The fast fashion/slow fashion paradox
- Silke Lambers, Principal Fashion Analyst, Germany
- Combine exclusivity with deep narratives
- Let Trendsetters express their creativity
- Social media is key to engaging Fashion Trendsetters
- Graph 8: leading sources Fashion Trendsetters use to find information about the fashion category, 2024
- Make the in-store experience ‘Instagrammable’
- Instagram is the leading platform among Fashion Trendsetters
- Graph 9: social media platforms used by Fashion Trendsetters to post about fashion, 2024
- The fashion information journey is split between age groups
- Graph 10: leading sources used to look for information with fashion by those interested in fashion, by age, 2024
- Encourage fashion posts on Instagram and TikTok to reach younger audiences
- Tap into Fashion Trendsetters with a female and younger male target group
- Graph 11: respondents with a general interest in fashion, by gender and age, 2024
- Reinvent products to appeal to Fashion Trendsetters
- The Beauty & Personal Care Trendsetter
- Henrike Philipp, Research Analyst BPC, Germany
- BPC Trendsetters: younger, female and with an eye for aesthetics
- Graph 12: Trendsetter engagement, by age, 2024
- Leverage BPC Trendsetters’ passion for fashion and food
- Take a leap of faith when innovating
- Appeal with co-creations
- Douglas gives Trendsetters a voice on its platform
- Instagram is key to reaching BPC Trendsetters
- Graph 13: leading sources used by BPC trendsetters to look for information about the BPC category, 2024
- Feed BPC curiosity at POS
- Turn stores into studios to capture content
- Seek Trendsetter input on Instagram
- Graph 14: social media platforms used by BPC trendsetters to post about BPC, 2024
- Match BPC Trendsetters with your target groups
- Graph 15: sources used to look for information about BPC by those interested in BPC, by age, 2024
- The Food Trendsetter
- Adam Millward, Research Analyst F&D, Germany
- Food Trendsetters present a large, broad audience
- Graph 16: Trendsetter engagement, by age, 2024
- Appeal with adventurous food innovations
- Reach Food Trendsetters via YouTube and Instagram
- Graph 17: leading sources Food Trendsetters use to look for information about the food category, 2024
- Physical stores are the most popular source of information for food
- Graph 18: leading sources that those interested in food use to look for information about the food category, by age, 2024
- Use physical stores to deepen brand engagement
- Monitor Trendsetters on Instagram for innovation inspiration
- Graph 19: social media platforms Food Trendsetters use to post about the food category, 2024
- Funny-frisch gives power to the people
- The Tech Trendsetter
- Tackle Germans’ concerns about tech through social proof
- Tech Trendsetters: stereotypically mostly men, but surprisingly few 16-24 year olds
- Graph 20: Trendsetter engagement, by age, 2024
- Promote productivity benefits of tech
- Position tech as a fun status symbol
- YouTube is vital to reaching Tech Trendsetters
- Graph 21: social media platforms used by Tech Trendsetters to post about tech, 2024
- Graph 22: leading sources Tech Trendsetters use to look for information about tech, 2024
- YouTube is vital to reach Tech Trendsetters
- Appeal to Tech Trendsetters with AI features
- YouTube also stands out as an information source with the wider tech audience
- Graph 23: sources used to look for information about tech by those interested in tech, by age, 2024
- Turn staff into Trendsetters
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APPENDIX
- Report scope and definitions
- Market definition
- Methodology – consumer research
- Consumer research methodology
- Abbreviations
- A note on language
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