Small is the new great!

When we hear the phrase “Let’s make America Great Again”, some of us feel pumped with optimism of what is about to come while others, like me, shiver in the face of what it will become.

No matter where you stand in this picture, if we agree or not, we must all agree that the phrase in itself is extremely appealing. Brings a sense of nostalgia when we want the comfort from the past. We all do because we all live in a moment where there are too many options of everything, change is scary to the brain and although we want change, we still don’t like it. When we go back to the past, we feel safe because we know how to navigate it, we find comfort.

I wrote another post just about this nostalgia trend but in this post I’d like to show you another layer, yet a bigger trend that’s happening.

Small is the new great!

We all want small now. As people we are shrinking our networks, we are shrinking our channels. Think about how you get your news today, how many TV channels do you watch – if you still do it at all ( I watch the news, other than that, it is Netflix most of the time). How many people do you talk to in one day? How many sites other than Facebook and Amazon have you visited in the last week?

Now, I could write a whole article about the dark side of having a small funnel of information that will cause more divisiveness, cultural ignorance, me vs you mentality, and less acceptance of diversity, but I’ll focus on the bigger trend and its impact in your business.

We don’t trust big anymore. Since the great recession we have learned that big does not mean better and that it cannot be trusted.

How does this translate to your business? Look at companies like Coke struggling to stay relevant while artisanal beverages of all types rise to the top. We want real, local, small. We find comfort in real, local, small.

There is a huge revival of handmade, driven by Millennials. Their love for unique and hand-crafted. Because the noise is too big in digital, because we all become just an avatar, because taking 10 minutes to get the perfect selfie is still meaningless at the end and it is digital, and intangible. We value what hands can make. Look at all the maker spaces and creator spaces popping everywhere. Look at businesses like my other business Curious Mondo. When classes are about making us reach 27 countries and a lot of engagement. Look at businesses like Painting With a Twist, Plantnite, etc where the core is to make something while interacting with strangers. Real people in front of you (topic of my next article).

When you look at companies like Etsy – where global artisans sell their goods – they went from $175,000 in sales in 2006 to $2.4 billion in 2015

20% of all Kickstarter campaigns are in the artisanal category that have raised over $100 million in funding.

When you look at restaurants, what is working? Local, farm to table, small-batch.

How can you benefit from this trend? In order to gain consumers trust, brands need to seem smaller. Their story, about us page, customer service, the things they do to promote themselves need to have SMALL in mind.

Need to be relevant to smaller, more specific groups. Do you participate in Facebook groups? You will see that the ones focusing on very specific topics have tremendous engagement. Do you have a group on Facebook? Can you highlight local? Can you get people together to make something?

About Shahar

Shahar is a neuromarketer fascinated with trends and how brands can benefit from them. With her daughter Nashlah they run BuzzBooster marketing that provides consulting for small businesses. They also run Curious Mondo that provides an innovative way in adult learning.

Decorating Cookies at CookieCon

This week we visit a cookie conference and learn how to decorate cookies. CookieCon 2014 was a lot of fun! But we also talk about boomer women, Great Grips, menopause and music bands from the 60’s with animal names. We are very eclectic around here!.

Some of our guests on this episode are:

Karen and Mike Summers organizers of Cookie Con
Julia Usher the cookie queen
Susan Schimidt
Carrie Wilson with
Tasha with operation Cookie Takeover
Terri Simmons
Connie Davis and
Dr Kara Clapp.

Disney Secrets For Baby Boomers

This week we talk to John Kenney from Disney Cast Member Secrets podcast. He shares what are the best things for baby boomers to do at Disney. We also talk about how food affects your brain, review a travel bed cane, a trip down memory lane and a lot more!

Why Are Millennials So Unhappy?

Why are millennials so unhappy? Where is the pot of gold for Millennials? Stress levels are declining, see why and how to manage stress. How to deal with incontinence problems. How to find new friends, and a lot more on this show for baby boomers!

The Virtual Experience Economy

Let’s take a look on some of the main trends for 2017.

My favorite: Virtual reality.  Virtual reality already has been adopted in many industries but we should see mass adoption this year.  Some say 2017 will be come the year of the Virtual Experience Economy.

A virtual experience where people can interact is quite appealing to consumers. Digital experiences may reach a weight status of physical experiences.

It is attractive because location, accessibility, personal capability are no longer a factor. Only the scarcity of time can play a role here.

Here are a few ways VR is being used:

  • For example, it can be used in therapy to help overcome fear.
  • The group ABBA just announced  a virtual “tour” using VR in 2018 where a whole new generation will be able to experience their music.
  • Alibaba’s shopping platform has BUY + during its “one day” event where it offers VR. People can be transported to Macy’s New York to shop. In 2016 the platform made USD 17.8 billion of transactions in a single day (by contrast, the entire US retail market’s 2015 Black Friday takings were estimated at USD 10 billion, online and offline.

  • Google Expeditions: now in eleven countries. There are more than 200 virtual trips available to such destinations as Buckingham Palace and the Great Barrier Reef.

  • For teaching languages, it has already shown that it is very useful. Progress is being made in environments to get to be collaborative, and then we will be able to get connected to many learners in the same virtual space

  • When learning via virtual reality, learners can do things which are not possible (or practical) in the real world. This means that new types of learning environments become available: you can take a course which involves working in dangerous or high-risk scenarios, such as working with hazardous waste, working in an operating theatre, or even learning how to dispose of a bomb.
  • At the Sundance Film Festival, Merrell, an outdoor apparel brand, set up an experience where users could go trekking up and across treacherous mountain sides, while wearing their hiking shoes, of course.

VR is not only a new way to experience things but also a new way of communication. There is a very small learning curve and the glasses are affordable so adoption should be fast.

Now the question is, from consulting to a supermarket, in how many ways could you use virtual reality in your business?