Macro trends consumer insights and brand opportunities in the 2010s

Macro trends, consumer behaviour and brand opportunities in the 2010s James Aitchison, Warc, June 2011

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Forces affecting consumers’ lives

[object Object],[object Object],[object Object],[object Object],[object Object],“ Economists Carmen Reinhart and Kenneth Rogoff, in studying hundreds of financial crises, found that the period of stagnation after a crisis was usually as long as the exuberance which preceded it” The Futures Company , March 2011 Forces affecting consumers’ lives

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Cisco predicts the transfer of information via wireless handsets will rise 26 times over - or by 92% annually - between now and 2015, hitting 6.3 exabytes a year, equivalent to the data capacity of 19bn DVDs” Warc News , February 2011 Forces affecting consumers’ lives

The impact on consumer behaviour: key trends

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[object Object],[object Object],[object Object],[object Object],[object Object],“ A US shopper confirmed that there is no shame in the bargain basement any more - he never liked using coupons, since they made him feel poor - now he likens them to his 'best friend’” ESOMAR Insights Conference , February 2011 The impact on consumer behaviour: key trends

[object Object],[object Object],[object Object],[object Object],“ Trust is critical to brand health because consumer scepticism is so pervasive … simply put, a company and its brand can't fake it” ANA Magazine , August 2010 The impact on consumer behaviour: key trends

[object Object],[object Object],[object Object],[object Object],“ One in five Americans who spend time online play social games” Warc Exclusive , May 2011 The impact on consumer behaviour: key trends

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The impact on consumer behaviour: key trends

[object Object],[object Object],[object Object],[object Object],“ There is a profound shift from the consumer-citizen being the unwitting generator of data … to being a collector and user of their own information” ESOMAR Insights Conference , February 2011 The impact on consumer behaviour: key trends

Quantified self: TED video Click here to watch American journalist and proponent of the Quantified Self trend, Gary Wolf, address the TED conference, Cannes, in June 2010, on using mobile apps and gadgets to track and analyse your body, mood, diet and spending. Additional information at: quantifiedself.com . The impact on consumer behaviour: key trends

Changes to the environment: media & retail

[object Object],[object Object],[object Object],[object Object],[object Object],Changes to the media environment

Changes to the media environment

[object Object],[object Object],[object Object],[object Object],“ The share of global value sales secured by own-label products in the packaged food sector is set to double by 2025” Warc News , March 2011 Changes to the retail environment

Shopper marketing: brand owners' marketing communications must embrace the entire purchase journey to engage consumers. Innovation: drive growth in mature markets by continual innovation in all aspects of the business - e.g. products, pack formats, communications, target consumers. Emotional engagement: connect with consumers on an emotional level to protect brand equity from private label and discounting. Opportunities to win

[object Object],[object Object],[object Object],[object Object],[object Object],“ The best CPG partners develop a distinct unity between their brand and that of the retailer that together creates shopper relevance greater than either might have achieved alone” Admap , May 2011 Opportunities to win

[object Object],[object Object],[object Object],[object Object],“ Hispanic Americans currently constitute 16% of the US population and, perhaps more importantly to future-facing marketers, 22% of millennials” Warc Exclusive , November 2010 Opportunities to win

[object Object],[object Object],[object Object],[object Object],[object Object],"We need to move out of the business of just selling products into the business of improving lives…it's a shift from marketing to customers to targeting them as people“ ( Marc Pritchard, global cmo, P&G) Warc Exclusive , October 2010 Opportunities to win

[object Object],[object Object],[object Object],[object Object],[object Object],Opportunities to win

[object Object],[object Object],[object Object],[object Object],[object Object],“ The phrase 'Doing a Domino's' has insinuated itself into popular culture as shorthand for contrition and reinvention” ARF Grand Ogilvy winner , March 2011 Opportunities to win

[object Object],[object Object],[object Object],[object Object],Opportunities to win

Sources, references and reading

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Macro trends consumer insights and brand opportunities in the 2010s

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