Trend Analysis

Opportunity: Marketing That Makes Consumers the Heroes of the Story

Implication: People want to see themselves aligned with products that win and with tools that inspire victories in and out of the workplace.

Action: Launch a marketing campaign that shows how Microsoft products make customers feel powerful in times of confusion, appealing to a consumer climate of distrust and over-stimulation.

Why it matters: Customers are negotiating anxieties and aspirations, and Microsoft can be the tech company that helps users embody their own power and easily be the hero of the moment.