Euromonitor International presented global consumer trends. We talk about the first five.
1. Clean lifers
The growing attention of consumers to their health is confirmed by another trend — a fashion for a healthy lifestyle (clean life). Representatives of young generation are increasingly abandoning the using of tobacco, alcohol and other harmful habits. Instead of a nightclub, they choose vivid impressions, they spend money on sport, festivals and restaurants — places where they can chat with their friends or take part in fitness parties.
Instead of a nightclub, they choose vivid impressions, they spend money on sport, festivals and restaurants — places where they can chat with their friends or take part in fitness parties.
Business also responds actively to its new consumers, and gets on with them by organizing yoga, healthy eating and home cooking courses.
Producers of beverages and food are rebuilding, expanding the range of non-alcoholic beer, organic juices, low-carbohydrates carbonated beverages, fat-free or lactose-free products.
2. The Borrowers
A new generation of community-minded sharers, renters and subscribers is reshaping the economy. Rejecting material goods in favour of experiences and a freer lifestyle has characterised the buying habits of Millenials. It is now beginning to impact older generations.
Sharing economy stalwarts such as Uber, Rent the Runway and Airbnb have entered the mainstream. Meanwhile, new, innovative start-ups continue to emerge to satisfy The Borrowers.
In November 2017, the London Westfield Shopping Center launched the Style Trial service, which allows you to rent fashionable designer goods: the dress from Christopher Kane, which costs 2,800 pound, can be rented for 140 pound a week and a 750 pound Mulberry bag can be used for 60 pounds a week . The authors of the campaign do not hide the fact that it is aimed mainly at the Millennials, who prefer not to buy, but to rent things.
3. Active hashtag
Today, people are increasingly using social networks to emphasize injustice and to bring brands to justice.
Several loud campaigns, including #MeToo (female solidarity against violence), #JeSuisCharlie (against the satirical magazine attack) and #OscarsSoWhite (against the absence of nominees for actors and directors from Africa, Asia, and Latin) attracted the attention of hundreds of millions of people. This trend is due to the significant spread of the Internet, a high degree of social unrest, coupled with unprecedented consumer power.
Business responds to this through more active customer interaction in a public environment.
The response to user claims in social networks because of the first mention of the company’s name with the help of a hashtag become a very widespread phenomenon.
4. Its in the DNA — I’m so Special
People’s growing curiosity about their genetic make-up — what makes them so special — and a rising interest in personalised health and beauty are fuelling demand for home DNA kits. They take into account the genetic features of a particular person, obtained by DNA analysis.
Genomics goes to the mainstream due to low prices, better marketing and distribution, as well as positive regulatory changes.
The growing popularity of these tests in recent times has led to the fact that more and more manufacturers offer health products and sports programs based on individual genetic and physiological features of the person — muscle mass, metabolism, calorie expenditure and so on.
5. Adaptive Entrepreneurs
Consumers are increasingly seeking flexibility in their lifestyles: almost 50% of respondents of all generations want to work not in the office but on the freelance. Change of the priorities is directly related to change of the values. Consumers seek a lifestyle that they can build themselves, and the Internet is critical to this lifestyle.