Out with the old, in with the indie. The new generation of consumers is trading established, global bigwigs for their non-conventional counterparts: indie brands.
The word has long been synonymous with “cool” – picture those listening to indie bands, watching indie films – but the purchasing-preference shift goes beyond what’s hip.
While many indie brands pass on traditional advertising channels, they certainly know a thing or two about marketing: Tell a solid story, connect with consumers online, and look good.
These purpose-driven, design-savvy companies also know their target customer. The most successful prioritize transparency, inclusivity, diversity and creativity, just like their fans.
At the end of the day, consumers are seeking authenticity in today’s saturated landscape. Indie brands speak to people, to who they are and, more importantly, who they hope to be.
And they do so in a genuine, compelling, impressively profitable way.