brand insights

Paid Post

Trendwatching

Why consumer trends? Get a handle on rapid change

You want to build an organisation that matters, products customers lust after, and campaigns people can′t stop talking about.

Consumer trends can help you get a handle on the rapid change you see around you every day. Use them to find the right insight or opportunity, generate new ideas and then execute them effectively. The result? Delighted consumers.

All consumer trends are anchored in fundamental human needs, from the desire for security to the need for connection and self-improvement. Identify new behaviours, attitudes or expectations around these needs and you're on your way to identifying a new consumer trend.

But in the end, trends aren't the point. It's about the opportunities they highlight and the successful, profitable innovations they can help you unlock. Know your brand, your capabilities and potential customers, and adapt accordingly. Just keep human needs at the core of your innovations!

Want to find out more? Join us at the Museum of Contemporary Art, Sydney, on August 27 for a full trend download. Tickets and more info


Who are Trendwatching?

  • Tracking the consumer trends, insights and innovations that matter for more than 10 years

  • Headquartered in London, with offices in Singapore, New York and Sao Paulo

  • Working with some of the most successful brands and agencies in the world (including 260,000 free subscribers and 1200+ paid clients)

  • 3000+ on-the-ground spotters in more than 90 countries

  • Inspiring keynotes and workshop sessions


Post-demographic consumerism

Ever feel that it's becoming increasingly difficult to predict consumer's behaviour? 

Around the world, people aren't behaving as expected. Across all age groups and many markets, they are shaking off convention and instead constructing identities and mindsets of their own choosing. For consumers it means more freedom than ever. But what does it mean for brands and businesses?

For decades, CEOS, marketers, product designers and more have used traditional demographic segmentation - think age, gender, location, income and more - to predict where their customers are heading. For 2016, that model is losing its power.

A host of factors are combining to drive this shift. Firstly, increased access to the same global mega-brands (from Apple to Facebook and Amazon) is creating, if not a shared consciousness, then a shared level of experience for consumers around the world.

At the same time, more socially liberal societies and the freedoms associated with city living are giving urbanites ever more opportunities to construct an identity outside their specific demographic.

Social media is important too, allowing users to identify with brands, including those they don't, or can't, purchase from.

Finally, the rise of new kinds of status symbols, and the preference for experiences rather than material goods, has redefined the balance of power between generations. Status doesn't always equate to wealth.

Where do the opportunities lie in this post-demographic consumer arena? One solution is to celebrate the diverse and non-traditional lifestyles that consumers are constructing for themselves: the new normal.

Earlier this year, Lynx released a commercial depicting a gay kiss. ANZ had previously unveiled colourful 'GayTMs' in support of Sydney's Gay and Lesbian Mardi Gras parade.

In a post-demographic consumer arena, young people will often remain the early adopters. But now, compelling innovations will cross demographic boundaries - age groups, income brackets, gender divides and more - in an instant. For brands, the challenges are huge - but so are the opportunities.

More on trendwatching.com