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GLOBAL RETAIL TRENDS: CELEBRATE THE DIFFERENCE BY GDR CREATIVE INTELLIGENCE

Last year, Boston Consulting Group published an article exploring ‘What the fastestgrowing consumer packaged goods (CPG) companies do differently’. It concluded that, irrespective of size, the topperforming brands all have a common trait. ‘They develop differentiated offerings for their core audiences [and] target consumers with greater precision – using data to develop and market products to address their specific preferences,’ the report reads.

In this global trends report we explore how brands, predominantly but not exclusively in the CPG category, are using product, packaging and service innovation to signal their point of difference and to make their propositions seem more approachable to a specific cohort of customers.

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