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How these 13 companies are giving consumers more than just new products
The article highlights how innovative companies are redefining consumer expectations by focusing on sustainability and privacy, rather than just launching new products. For brand strategy, this underscores the importance of creating meaningful connections with consumers through transparency and social impact, which can differentiate brands in a crowded market.
FastCompany: The world is awash with endless launches of new consumer products, yet few truly feel fresh or like they’re having real impact. That’s what sets these World Changing Ideas honorees apart — they’re all focused on delivering something to consumers that’s breaking new ground by innovating on existing modes of doing things. Cape is pioneering a way to provide cell service to users without collecting and selling the data they generate. The Washing Machine Project is removing much of the work from hand-washing clothes for people worldwide, especially in areas of conflict. And Tin Can is letting kids connect without screens.
Honorable mentions this year are for finding new ways to get consumers involved in the work of sustainability, encouraging everyone to be more conscious about what’s in their products, and helping people communicate. Winners A privacy-first phone plan , Cape Read more about how Cape makes it a point to know as little about its customers as possible to protect their privacy. Divya Manual Washing Machine , The Washing Machine Project Read more about how the Washing Machine Project’s flagship hand-crank washing machine is saving people labor and providing a path to laundry work.
Reinventing the landline , Tin Can Read more about Tin Can’s old-school landlines putting a retro twist on kid communications. Honorable Mentions A fully autonomous robocar , Tensor Auto AI features powering accessible telecommunications , InnoCaption AngelAi , AngelAi BabyQuip x Vrbo , BabyQuip Beyond Ground , Beyond Meat Board , Board Hypershell X Ultra , Hypershell Naturally derived perfume ingredients , Abel Fragrance Too Good to Go , Too Good to Go Victory+ , A Parent Media Co.
Explore the full list of Fast Company’s World Changing Ideas , 191 projects that are making the world more accessible, equitable, and sustainable.
The article discusses significant trends in consumer expectations that are highly relevant to brand strategy professionals, though the focus on sustainability and privacy is becoming more common in the industry.