We are all shaped in change by the events of our lives. Over the last 15 years, our world has experienced an incredible amount of fear, anxiety and uncertainty. In our hyper-connected modern world, crisis has left its significant mark directly and indirectly on consumers.
These days, we are so connected that we cannot escape it, which affects us deeply. Based on all of this fear and desperation, consumers have emerged with a brand new perspective – a sense of personal responsibility with a commitment to lift themselves to a better place and control their destiny. Because of this, there is more intent than ever before to take charge of their finances, health, and even consumption choices to ensure good experiences for themselves and their family.
At TMRE 2013 in Nashville this morning, Charles Vila, Vice President, Consumer & Customer Insights, Campbell Soup Company, shared five key game-changing trends that will drive growth today and in the future. These trends include:
My ROI – This trend speaks to how consumers think about spending today. They are looking for the greatest return they can get for their money. It is aided by access to information from technology and a personal desire to pay only for experiences that are worth it for them. The bar has been raised and market researchers now have to work harder.
iHealth 3.0 – This trend speaks to consumers evolving a relationship with health and well-being. This has a firm focus on availability and success to sustained behavioral change. There is pressure everywhere to hold down cost as it is about taking control and care about me and mine and you for you and yours.
Energy Management - The demands of modern life are relentless. Consumers are always connected with competing priorities and pressures – it’s no wonder we are all so cranky and tired. Everybody is tired, nobody gets enough sleep. Energy in all of its forms is now the most valued commodity in consumers lives – ranked higher than money!
The Desire to Feel Alive – Consumers today are yearning to rebound from the past devastations and the pressures and demands of everyday life to rediscover the joy of life. People increasingly want an outlet for creativity, the chance to play, as well as experience new sights, sounds, smells and textures. It is not about recklessness, but instead about busting out of the daily grind, lightening up and just enjoying themselves.
Digital is Resetting Expectations – Social networks are becoming a dominant platform for how people live their lives. They are now the new normal of communication, expression and decision-making and absolutely integral to people’s lives. In fact, today kids are more likely to have a phone than a book.
So, how can you, as a market researcher, help consumers satisfy these wants and needs?
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business Analysts. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at firstname.lastname@example.org. Follow her at @AmandaCicc.