The secret of effectiveness

Consumers are ambivalent, wanting to drive SUVs and save the planet at the same time. Brand managers also have to deal with this ambivalence. Stephan Grünewald puts forward these and other theses in the Brand eins podcast "Sustainable Brand Stories.

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.

Birgit Langebartels on the current mood of people in Germany, how brands should react to it and why the trend towards nature is unbroken.

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.

The conditions for innovation development are good - especially with the end of the Covid 19 crisis it is time to take off.

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"...

New corona-driven motivations and needs from the sports and outdoor industries hold cross-industry growth opportunities.

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

Consumers crave backing and confidence in the future, and brands can deliver.

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.

trackle is the product of a Bonn-based start-up company for natural family planning. The winner of the rheingold start-up award has been on the market since fall 2018. Love and sex meet high-tech and digitization here.

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).