The secret of effectiveness

INSIDE beauty asked market research and communications insiders about the most important trends. In this interview, Judith Barbolini reveals what we should look out for this year.

In the future, shopping will be driven more by the desire for personal development and solutions to life problems. Companies urgently need to rethink.

In the current situation of the Ukraine war and the energy crisis, the outcome of which cannot be predicted, brands convey stability and confidence, thus becoming a psychological support for people.

War and the permanence of crises shake us and lead to surprising forms of coping. What makes consumers tick in these highly emotional times?

Despite the Corona crisis, the opportunities for brands are greater than ever. "They are one of the main suppliers of new role models, ideas and innovative solutions. They give consumers inspiration," says Judith Behmer. She was a guest at Screenforce's 2nd Expert Forum 2020, "Economy, Consumer Climate and Marketing: How Corona Will Determine Our Future." How marketing is adapting to the "New Normal"...

In the current phase, brands can point the way like a GPS transmitter and make meaningful offers for the new everyday life.

Podcasts can create high levels of engagement and loyalty among their users, as well as drive behavior change.

How brands become beacons in times of crisis and why promises of sustainability are misleading in these times.

Heinz Grüne answers what influences the Corona crisis has had on the beverage industry and its brands, and what must now be done differently in terms of advertising.

Companies must redeem their brand purpose in a differentiated and tangible way. The prerequisite for success is that it takes up and transforms an original purpose of the brand.

Organic food is a growing success story. Germany is the largest organic market in Europe: annual growth rates are between 5-10 percent. However, the pioneer in organic food, the organic specialist trade, is not benefiting from growth to the same extent as the classic food retail trade (LEH).

Recruiting employees has now become a real challenge for many companies. Booming labor markets, declining birth rates and exponentially increasing demand in certain occupational groups are just some of the causes.