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Trend Q&A: Leveraging 3D out-of-home advertising and more

Sustainable food and drink in APAC, retail for Gen Alpha and how to leverage OOH advertising
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May 31, 2023 By WGSN Insider

The future of food and drink sustainability, retail for Gen Alpha and out-of-home advertising. That and more on today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s CEO Carla Buzasi takes us to Jakarta, Los Angeles and London, where our experts share brand strategies on capturing increasingly eco-conscious consumers, those with shrinking attention spans, as well as Gen Alpha.

Watch the full episode below or read on for highlights of this episode:

Q: What is the future of sustainability for food and drink in APAC? And what are the key opportunities for brands?
“Today, the size of Asia-Pacific’s environmentally conscious segment is quickly surpassing the West and Gen Zers are driving this change. A key trend is planet regeneration, where the focus is not about doing less harm, but creating more good for the planet. In Asia-Pacific, we can see this reflected in how farmers are revisiting indigenous techniques and plant varieties that are capable of replenishing the planet.”
– Annya Suhardi, Mindset Consultant, WGSN
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Q: What are the top priorities for retailers targeting Alphas and their parents?
“Gen Alpha is slated to be the biggest generation, with 2.8 million new Alphas born each week, and they already have around $360m in disposable income. Brands need to cater to the discerning tastes of Alphas, but also to their parents, many of whom are Millennials. They should focus on the digital aspects of retail, combining digital community with physical retail stores and bringing in that aspect of gamification while offering a sense of community online.”
– Allyson Rees, Insight Senior Strategist, WGSN
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Q: As people fully return to the real world post-pandemic, how can brands leverage out-of-home advertising to capture their attention?
“First appearing in Asia, 3D out-of-home billboards have since spread west and in 2023 will become a more ubiquitous format. Brands should leverage 3D out-of-home as a marketing tool to elicit awe and to evoke emotional responses among audiences. They should employ 3D digital formats out of home via AR activations and anamorphic billboards as they offer advertisers a unique way to engage with audiences with moving images that have the ability to bring the campaign to life.”
– Melanie Larsen, Insight Trend Forecaster, WGSN
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