10 Global Consumer Trends in 2011Document Transcript
THE ASSAULT ON PLEASURE1 There is an intensification of pressure on people to live well and stay free from obesity.MOBILE LIVING2 The ubiquity of the on-the-go internet is truly revolutionary. It is radicalizing how consumers shop.AGELESS SOCIETY3 Society becomes healthier, generally wealthier and more ambitious for itself. Retirement is no longer a synonymfor impoverishment and decline.FRUGAL INNOVATION4 All over the world, brands are trying to win the loyalty of millions of low-income (but often techno-literate andaspirational) consumers.21ST CENTURY MAXIMISING5 Consumers everywhere have never been more empowered to locate the deal that suits them best.THE WESTERNISATION OF LUXURY6 Globalization is, in this way, a windfall for any brand carrying Western glamour, chic and mystique.
THE RISE OF SOFT POWER7 We see the rise of self-consciously soft power brands in the commercial marketplace – ready to admit mistakesand engage in open dialogue, not to claim that their every product is wonderful.TEMPORARY OWNERSHIP8 More and more young people say they like the idea of renting luxury items, rather than paying a lot of money toown them outright.THE QUANTIFIED SELF9 So much information is now directly downloadable by the consumer– that the potential to take immediate,corrective decisions at any point in the day has seriously increased.THE MILITARISATION OF HOUSEHOLD BUDGETS10 All over the world, majorities of consumers agree that they are consciously trying to buy fewer things these days.Based on an article published in Admapwww.warc.com/admap