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POST-
DEMOGRAPHIC
CONSUMERISM
Time to throw out the traditional
(and tired) demographic models
of consumer behavior!
GLOBA...
You’re not the only one who’s
confused by consumer behavior.
Consumers themselves aren’t
behaving as they ‘should’.
POST-D...
In the UK, women now account for the majority
of video game players, and there are more
gamers aged over 44 than under 18....
The luxury Mandarin Oriental hotel
launched its ‘Selfie in Paris’ initiative in
August 2014, offering guests a tour of the...
Twitter’s fastest growing demographic between
2012 and 2013 was the 55-64 year age bracket,
growing 79%.
BUFFER, JULY 2013...
Asilo Padre Cacique, a retirement home
in Porto Alegre, Brazil, hosted an activity
day for its elderly residents in Septem...
Four – seemingly
unconnected – glimpses
of where consumerism
is headed.
But it’s not somewhere that many
brands can easily...
DEFINITION
Yes, younger, affluent consumers are still (usually) the
earliest adopters of new products and services. They
a...
1.	ACCESS: Ubiquitous global information and collective
brand familiarity is fostering an increasingly universal
POST-DEMO...
WHY NOW?
POST-DEMOGRAPHIC CONSUMERISM 10www.trendwatching.com/trends/post-demographic-consumerism
WHY NOW?
Consumers – of all demographics and in all markets –
increasingly buy and use products and services from
the same...
POST-DEMOGRAPHIC CONSUMERISM 12www.trendwatching.com/trends/post-demographic-consumerism
WHY NOW?
Perhaps not always politically, and certainly not uniformly,
but in the past decades societies around the world h...
87% of BRIC millennials feel that living
in a city has expanded their worldview,
while 85% like the freedom of city life.
...
We obviously offer much more
than monthly Trend Briefings...
Your complete trend and innovation solution.
Our Premium Serv...
WHY NOW?
Individuals are able to personalize – and express
themselves through – their consumption to a greater
degree than...
WHY NOW?
Consumerism and status have always been inextricably
linked. ‘Old’ status symbols (material goods) need
money to ...
While 48% of those who had used ‘neo-sharing’
collaborative consumption platforms (such as
Airbnb, Zipcar and Kickstarter)...
As a result of the above: consumers can
(and increasingly do) pick and choose what
products and services they purchase and...
“If you look at the list of the 1,000 favourite artists
for 60-year-olds and the 1,000 favourite artists for
13-year-olds,...
SO WHAT?
Trends are about opportunities. Here are four to run with.
POST-DEMOGRAPHIC CONSUMERISM 21www.trendwatching.com/t...
1. NEW NORMAL
SO WHAT?
See how these brands and businesses are
SACRIFICING to reduce negative impacts on
consumer wellbein...
FEATURED INNOVATION: NEW NORMAL
Coca-Cola
Multi-racial/lingual/cultural “America the
Beautiful” campaign causes controvers...
FEATURED INNOVATION: NEW NORMAL
Honey Maid
US graham cracker maker celebrates
post-divorce families in #NotBroken
campaign...
FEATURED INNOVATION: NEW NORMAL
Facebook
Argentina is first Latin American country
to add expanded gender options
POST-DEM...
FEATURED INNOVATION: NEW NORMAL
Tanishq, Airtel,
PC Jeweller
Indian brands reflect new cultural
sensibilities
POST-DEMOGRA...
2. HERITAGE HERESY
SO WHAT?
Be prepared to reimagine or even overturn decades of brand
history and tradition, to attract t...
FEATURED INNOVATION: HERITAGE HERESY
Rolls-Royce 
Microsoft’s Xbox
Luxury automaker makes its video game
debut
POST-DEMOGR...
FEATURED INNOVATION: HERITAGE HERESY
Sotheby’s  eBay
Auctioneer partners with eBay to provide
shoppable livestreams from i...
FEATURED INNOVATION: HERITAGE HERESY
SHUT
New York skate brand unveils luxury
gold-plated skateboard
POST-DEMOGRAPHIC CONS...
FEATURED INNOVATION: HERITAGE HERESY
Thug Kitchen
Healthy vegan food gets a sweary,
aggressive makeover
POST-DEMOGRAPHIC C...
3. CROSS-DEMOGRAPHIC
FERTILIZATION
SO WHAT?
Shared taste and aspiration mean the opportunities
to transfer innovations fro...
FEATURED INNOVATION: CROSS-DEMOGRAPHIC
FERTILIZATION
CNA language school
Connecting Brazilian students with
retired Americ...
FEATURED INNOVATION: CROSS-DEMOGRAPHIC
FERTILIZATION
P’tit Vélib
Paris launches world’s first bike-sharing
scheme for kids...
FEATURED INNOVATION: CROSS-DEMOGRAPHIC
FERTILIZATION
PandaBed
Airbnb-style service for Asia lets
homeowners find lodgers w...
4. HYPER-DEMOGRAPHIC IRONY
SO WHAT?
Target and cater to ever smaller (and ever more accurate)
interest-based segments, ins...
FEATURED INNOVATION: HYPER-DEMOGRAPHIC IRONY
Lean Machine Ale
Canadian low calorie beer aids post-
workout recovery
POST-D...
FEATURED INNOVATION: HYPER-DEMOGRAPHIC IRONY
Sberbank
Russian bank offers new mortgage
customers a cat loan while moving i...
FEATURED INNOVATION: HYPER-DEMOGRAPHIC IRONY
Vogmask  Face Slap
Stylish anti-pollution masks launched at
Hong Kong fashion...
NEXT!
POST-DEMOGRAPHIC CONSUMERISM 40www.trendwatching.com/trends/post-demographic-consumerism
Demographics are
dead...
Successful products, services and
brands will transcend their initial
demographics almost instant...
...Long live
demographics!
Understanding consumers’ needs
and wants remains critical. However,
it will be those that take ...
»
Use our free CONSUMER TREND CANVAS to
start innovating around this trend - instantly
Consumer Trend Canvas
»
POST-DEMOGR...
MORE...
If you have any comments, suggestions
or questions then please do let us know.
Just email:
PAUL BACKMAN
Chief Clie...
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trendwatching.com's POST-DEMOGRAPHIC CONSUMERISM

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Time to throw out the traditional (and tired) demographic models of consumer behavior!

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trendwatching.com's POST-DEMOGRAPHIC CONSUMERISM

  1. 1. POST- DEMOGRAPHIC CONSUMERISM Time to throw out the traditional (and tired) demographic models of consumer behavior! GLOBAL TREND BRIEFING NOVEMBER 2014
  2. 2. You’re not the only one who’s confused by consumer behavior. Consumers themselves aren’t behaving as they ‘should’. POST-DEMOGRAPHIC CONSUMERISM 2www.trendwatching.com/trends/post-demographic-consumerism
  3. 3. In the UK, women now account for the majority of video game players, and there are more gamers aged over 44 than under 18. INTERNET ADVERTISING BUREAU, SEPTEMBER 2014 POST-DEMOGRAPHIC CONSUMERISM 3www.trendwatching.com/trends/post-demographic-consumerism
  4. 4. The luxury Mandarin Oriental hotel launched its ‘Selfie in Paris’ initiative in August 2014, offering guests a tour of the French capital’s best selfie spots with a private car and driver. POST-DEMOGRAPHIC CONSUMERISM 4www.trendwatching.com/trends/post-demographic-consumerism
  5. 5. Twitter’s fastest growing demographic between 2012 and 2013 was the 55-64 year age bracket, growing 79%. BUFFER, JULY 2013 79% 2012 2013 POST-DEMOGRAPHIC CONSUMERISM 5www.trendwatching.com/trends/post-demographic-consumerism
  6. 6. Asilo Padre Cacique, a retirement home in Porto Alegre, Brazil, hosted an activity day for its elderly residents in September 2014, featuring a skateboard exhibition and graffiti artists. POST-DEMOGRAPHIC CONSUMERISM 6www.trendwatching.com/trends/post-demographic-consumerism
  7. 7. Four – seemingly unconnected – glimpses of where consumerism is headed. But it’s not somewhere that many brands can easily navigate to using the demographic-centered models they’ve so finely honed over the past decades. POST-DEMOGRAPHIC CONSUMERISM 7www.trendwatching.com/trends/post-demographic-consumerism
  8. 8. DEFINITION Yes, younger, affluent consumers are still (usually) the earliest adopters of new products and services. They are more open, more experimental and have fewer commitments. But now any and all revolutionary – or simply just compelling – innovations will be rapidly adopted by, and/or almost instantly reshape the expectations of, any and all demographics. Society is now too fluid, ideas now too available, the market now too efficient, the risk and cost of trying new things now too low (led by the digital world, but increasingly the case for physical products too) for this not to be the case. POST-DEMOGRAPHIC CONSUMERISM | People – of all ages and in all markets – are constructing their own identities more freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’ demographic segments such as age, gender, location, income, family status and more. POST-DEMOGRAPHIC CONSUMERISM 8www.trendwatching.com/trends/post-demographic-consumerism
  9. 9. 1. ACCESS: Ubiquitous global information and collective brand familiarity is fostering an increasingly universal POST-DEMOGRAPHIC experience. 2. PERMISSION: Increased freedom is driving the collapse of ‘natural’ convention after convention, and the formation of POST-DEMOGRAPHIC identities. 3. ABILITY: The ability to experiment and identify with a wider variety of brands and products is fueling increased POST-DEMOGRAPHIC personalization. 4. DESIRE: The eroding connection between financial resources and social status is giving rise to a more democratic POST-DEMOGRAPHIC status, and changing the balance of power between generations. WHY NOW? A host of factors are combining, feeding off each other and manifesting themselves in four increasingly POST- DEMOGRAPHIC dimensions. POST-DEMOGRAPHIC CONSUMERISM 9www.trendwatching.com/trends/post-demographic-consumerism
  10. 10. WHY NOW? POST-DEMOGRAPHIC CONSUMERISM 10www.trendwatching.com/trends/post-demographic-consumerism
  11. 11. WHY NOW? Consumers – of all demographics and in all markets – increasingly buy and use products and services from the same mega-brands: Apple, Facebook, Amazon (the technology sector is especially universal), IKEA, McDonald’s, Uniqlo, Nike and more. The ubiquity and collective familiarity with these global mega-brands, when combined with the global reach of consumer information, has also created if not a shared consciousness then certainly a new level of POST- DEMOGRAPHIC shared experience for consumers, from 16 to 60 and from Boston to Beijing. 1. ACCESS Ubiquitous global information and collective brand familiarity is fostering an increasingly universal POST- DEMOGRAPHIC experience. POST-DEMOGRAPHIC CONSUMERISM 11www.trendwatching.com/trends/post-demographic-consumerism
  12. 12. POST-DEMOGRAPHIC CONSUMERISM 12www.trendwatching.com/trends/post-demographic-consumerism
  13. 13. WHY NOW? Perhaps not always politically, and certainly not uniformly, but in the past decades societies around the world have become more socially liberal as many ‘natural’ conventions – from family structures to gender roles – have collapsed. Cities, with their greater social freedoms and exposure to alternative lifestyle choices are a key factor (as shown by the statistic on the next page). The choice and freedom found in cities gives the world’s now 3.9 billion urbanites ever more opportunities to construct their own identities outside of the traditions of their specific demographic. 2. PERMISSION Increased freedom is driving the collapse of ‘natural’ convention after convention, and the formation of POST- DEMOGRAPHIC identities. POST-DEMOGRAPHIC CONSUMERISM 13www.trendwatching.com/trends/post-demographic-consumerism
  14. 14. 87% of BRIC millennials feel that living in a city has expanded their worldview, while 85% like the freedom of city life. JWT, SEPTEMBER 2013 85%87% POST-DEMOGRAPHIC CONSUMERISM 14www.trendwatching.com/trends/post-demographic-consumerism
  15. 15. We obviously offer much more than monthly Trend Briefings... Your complete trend and innovation solution. Our Premium Service Find out more 2015 Trend Report Trend Framework Innovation Database Industry Updates Apply Toolkit Monthly Updates 1-page Trend Handouts 1 2 3 4 5 6 7
  16. 16. WHY NOW? Individuals are able to personalize – and express themselves through – their consumption to a greater degree than ever before. This is being driven at a macro level by the global expansion of the consumer class and the explosion of product choice in mature markets. But it’s being driven at the level of the individual, too, with digital experimentation allowing for a greater range of experiences at lower cost, and online social networks (enthusiastically used by all demographics) allowing people to identify with brands, products and services – even those that they don’t or can’t purchase. 3. ABILITY The ability to experiment and identify with a wider variety of brands and products is fueling increased POST- DEMOGRAPHIC personalization. POST-DEMOGRAPHIC CONSUMERISM 16www.trendwatching.com/trends/post-demographic-consumerism
  17. 17. WHY NOW? Consumerism and status have always been inextricably linked. ‘Old’ status symbols (material goods) need money to obtain, and were therefore often the preserve of old demographics, with higher spending power. ‘New’ status symbols (experiences, authenticity, connection, health, ethical and sustainable lifestyles etc.) are more ephemeral and democratic, making the POST-DEMOGRAPHIC STATUSPHERE open to all, regardless of age, income and location. Indeed, POST-DEMOGRAPHIC status is often a total reverse of traditional status, with younger generations living higher status but lower-spending lifestyles, while older and wealthier demographics rush to keep up ;) 4. DESIRE The eroding connection between financial resources and social status is giving rise to a more democratic POST-DEMOGRAPHIC status, and changing the balance of power between generations. POST-DEMOGRAPHIC CONSUMERISM 17www.trendwatching.com/trends/post-demographic-consumerism
  18. 18. While 48% of those who had used ‘neo-sharing’ collaborative consumption platforms (such as Airbnb, Zipcar and Kickstarter) were aged 18-34, 33% were aged 35-54 and 19% were aged over 55. CROWD COMPANIES, MARCH 2014 48% 19% POST-DEMOGRAPHIC CONSUMERISM 18www.trendwatching.com/trends/post-demographic-consumerism
  19. 19. As a result of the above: consumers can (and increasingly do) pick and choose what products and services they purchase and the brands they identify with, without any regard to demographic ‘conventions’. POST-DEMOGRAPHIC CONSUMERISM 19www.trendwatching.com/trends/post-demographic-consumerism
  20. 20. “If you look at the list of the 1,000 favourite artists for 60-year-olds and the 1,000 favourite artists for 13-year-olds, there is a 40% overlap.” GEORGE ERGATOUDIS (HEAD OF MUSIC, BBC RADIO 1), MAY 2014 40% POST-DEMOGRAPHIC CONSUMERISM 20www.trendwatching.com/trends/post-demographic-consumerism
  21. 21. SO WHAT? Trends are about opportunities. Here are four to run with. POST-DEMOGRAPHIC CONSUMERISM 21www.trendwatching.com/trends/post-demographic-consumerism
  22. 22. 1. NEW NORMAL SO WHAT? See how these brands and businesses are SACRIFICING to reduce negative impacts on consumer wellbeing. POST-DEMOGRAPHIC CONSUMERISM 22www.trendwatching.com/trends/post-demographic-consumerism
  23. 23. FEATURED INNOVATION: NEW NORMAL Coca-Cola Multi-racial/lingual/cultural “America the Beautiful” campaign causes controversy POST-DEMOGRAPHIC CONSUMERISM 23www.trendwatching.com/trends/post-demographic-consumerism
  24. 24. FEATURED INNOVATION: NEW NORMAL Honey Maid US graham cracker maker celebrates post-divorce families in #NotBroken campaign POST-DEMOGRAPHIC CONSUMERISM 24www.trendwatching.com/trends/post-demographic-consumerism
  25. 25. FEATURED INNOVATION: NEW NORMAL Facebook Argentina is first Latin American country to add expanded gender options POST-DEMOGRAPHIC CONSUMERISM 25www.trendwatching.com/trends/post-demographic-consumerism
  26. 26. FEATURED INNOVATION: NEW NORMAL Tanishq, Airtel, PC Jeweller Indian brands reflect new cultural sensibilities POST-DEMOGRAPHIC CONSUMERISM 26www.trendwatching.com/trends/post-demographic-consumerism
  27. 27. 2. HERITAGE HERESY SO WHAT? Be prepared to reimagine or even overturn decades of brand history and tradition, to attract tomorrow’s younger-yet- experienced and wealthy-yet-irreverent consumers. POST-DEMOGRAPHIC CONSUMERISM 27www.trendwatching.com/trends/post-demographic-consumerism
  28. 28. FEATURED INNOVATION: HERITAGE HERESY Rolls-Royce Microsoft’s Xbox Luxury automaker makes its video game debut POST-DEMOGRAPHIC CONSUMERISM 28www.trendwatching.com/trends/post-demographic-consumerism
  29. 29. FEATURED INNOVATION: HERITAGE HERESY Sotheby’s eBay Auctioneer partners with eBay to provide shoppable livestreams from its New York auctions POST-DEMOGRAPHIC CONSUMERISM 29www.trendwatching.com/trends/post-demographic-consumerism
  30. 30. FEATURED INNOVATION: HERITAGE HERESY SHUT New York skate brand unveils luxury gold-plated skateboard POST-DEMOGRAPHIC CONSUMERISM 30www.trendwatching.com/trends/post-demographic-consumerism
  31. 31. FEATURED INNOVATION: HERITAGE HERESY Thug Kitchen Healthy vegan food gets a sweary, aggressive makeover POST-DEMOGRAPHIC CONSUMERISM 31www.trendwatching.com/trends/post-demographic-consumerism
  32. 32. 3. CROSS-DEMOGRAPHIC FERTILIZATION SO WHAT? Shared taste and aspiration mean the opportunities to transfer innovations from a core demographic to another have never been greater. POST-DEMOGRAPHIC CONSUMERISM 32www.trendwatching.com/trends/post-demographic-consumerism
  33. 33. FEATURED INNOVATION: CROSS-DEMOGRAPHIC FERTILIZATION CNA language school Connecting Brazilian students with retired Americans via webcam for language lessons POST-DEMOGRAPHIC CONSUMERISM 33www.trendwatching.com/trends/post-demographic-consumerism
  34. 34. FEATURED INNOVATION: CROSS-DEMOGRAPHIC FERTILIZATION P’tit Vélib Paris launches world’s first bike-sharing scheme for kids POST-DEMOGRAPHIC CONSUMERISM 34www.trendwatching.com/trends/post-demographic-consumerism
  35. 35. FEATURED INNOVATION: CROSS-DEMOGRAPHIC FERTILIZATION PandaBed Airbnb-style service for Asia lets homeowners find lodgers with a cultural match POST-DEMOGRAPHIC CONSUMERISM 35www.trendwatching.com/trends/post-demographic-consumerism
  36. 36. 4. HYPER-DEMOGRAPHIC IRONY SO WHAT? Target and cater to ever smaller (and ever more accurate) interest-based segments, instead of the over-general traditional demographics. POST-DEMOGRAPHIC CONSUMERISM 36www.trendwatching.com/trends/post-demographic-consumerism
  37. 37. FEATURED INNOVATION: HYPER-DEMOGRAPHIC IRONY Lean Machine Ale Canadian low calorie beer aids post- workout recovery POST-DEMOGRAPHIC CONSUMERISM 37www.trendwatching.com/trends/post-demographic-consumerism
  38. 38. FEATURED INNOVATION: HYPER-DEMOGRAPHIC IRONY Sberbank Russian bank offers new mortgage customers a cat loan while moving into a new home POST-DEMOGRAPHIC CONSUMERISM 38www.trendwatching.com/trends/post-demographic-consumerism
  39. 39. FEATURED INNOVATION: HYPER-DEMOGRAPHIC IRONY Vogmask Face Slap Stylish anti-pollution masks launched at Hong Kong fashion week POST-DEMOGRAPHIC CONSUMERISM 39www.trendwatching.com/trends/post-demographic-consumerism
  40. 40. NEXT! POST-DEMOGRAPHIC CONSUMERISM 40www.trendwatching.com/trends/post-demographic-consumerism
  41. 41. Demographics are dead... Successful products, services and brands will transcend their initial demographics almost instantaneously. As a result, executives who continue to attempt to navigate using demographic maps, with borders defined by age, gender, location, income will be ill- prepared for the speed, scale and direction of change. NEXT POST-DEMOGRAPHIC CONSUMERISM 41www.trendwatching.com/trends/post-demographic-consumerism
  42. 42. ...Long live demographics! Understanding consumers’ needs and wants remains critical. However, it will be those that take a broad view and learn from innovations that are delighting consumers in seemingly dissimilar or even opposing demographics that will succeed, regardless of which ‘traditional’ demographic(s) they serve. GOOD LUCK! NEXT POST-DEMOGRAPHIC CONSUMERISM 42www.trendwatching.com/trends/post-demographic-consumerism
  43. 43. » Use our free CONSUMER TREND CANVAS to start innovating around this trend - instantly Consumer Trend Canvas » POST-DEMOGRAPHIC CONSUMERISM 43www.trendwatching.com/trends/post-demographic-consumerism
  44. 44. MORE... If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Officer paul@trendwatching.com About us Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries. More at www.trendwatching.com Want more? Free Publications Premium Service LIVE: Keynotes Workshops

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