Self-Branding falls under the Individualism & Expression mega-trend, reflecting consumers' desire to express themselves and impress their peers. A core part of this trend is consumers' search for brands they feel are aligned with aspirational lifestyles; while some brands, especially premium ones, will require consumers' willingness to trade up, others will count on consumers' principles, such as the desire to avoid big international trademarks. There are various ways people want to present themselves, ranging from "rugged" to "sincere," although aspiration is a common theme when targeting brand-conscious consumers.
Pressure to succeed, further fueled by the reigning selfie culture and the ever-growing influence of social media, leaves consumers with a constant desire to impress. This translates into a need to be constantly photo-ready, and the connected increase in demand for brands and products deemed "cool to be seen with." As the desire to project the "perfect lifestyle" via social media shows no signs of abating, the importance of the Self-Branding trend will only grow and gain prominence in categories traditionally not seen as lifestyle accessories, such as food and household care
- Growing affluence fuels conspicuous consumption.
- Social media incites peer pressure to show off consumers' "successful lifestyles" and the platform to do it from.
- Increasingly busy and stressful lives leave consumers in search for the indulgence of premium brands
- Young adults are the group with the greatest tendency to express themselves through the buying of food and personal care.
- Respect for well-known brands is seen among 35-44 and 45-54 year-olds when it comes to household and laundry care, respectively.