1. Convergence 2. Simplicity 3. Creativity 4. Authenticity 5. Uniqueness 6. Experiential Spending

1. 6 Consumer Macrotrends of 2015
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P r e s e n t e d b y

2. Convergence Creativity
Authenticity
Uniqueness
Simplicity
Experiential
Spending
6 Consumer Macrotrends of 2015
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4
5
6

3. Consumers say they wear many hats
to get through their day-to-day lives.
They view their personalities as multi-
dimensional and say their lives are all
about multi-tasking. Many feel stress
trying to fit it all in.
Why?
Convergence
“&” Thinking
TREND 1

4. Consumers say they wear many hats
to get through their day-to-day lives.
They view their personalities as multi-
dimensional and say their lives are all
about multi-tasking. Many feel stress
trying to fit it all in.
Why?
Convergence
“&” Thinking
TREND 1
The stress of trying to fit more into the
same amount time is leading to focus
on ease of transition. Consumers seek
versatility more now than ever and
need states are less discrete than in the
past. Many are willing to pay more for
products or services that meet more
than one need.
What it means

5. TREND 2
Why?
As a result of these busy, over-
scheduled lives and the increasing
complexity of daily life, consumers
say they have a desire to own less.
They say they are trying to cut back,
simplify, and “own fewer things.”
Simplicity
Less is More

6. TREND 2
Why?
What it means
As a result of these busy, over-
scheduled lives and the increasing
complexity of daily life, consumers
say they have a desire to own less.
They say they are trying to cut back,
simplify, and “own fewer things.”
The trend toward simplicity is driving
interest in multi-functionality – items
or services that meet multiple needs
are more valuable. Consumers say
reducing items owned makes life
easier and allows them to focus on
experiences and collecting memories
rather than things.
Simplicity
Less is More

7. TREND 3
Why?
Consumers of all ages are interested in
opportunities to express their creativity.
Their passions tend to be creative
endeavors enabled by technology,
allowing them to experiment and pursue
passions, providing escape from the
demands of everyday life.
Creativity
Maker Movement

8. TREND 3
Why?
Consumers of all ages are interested in
opportunities to express their creativity.
Their passions tend to be creative
endeavors enabled by technology,
allowing them to experiment and pursue
passions, providing escape from the
demands of everyday life.
Creativity
Maker Movement
What it means
Both men and women, teens and adults
believe exercising their creativity reflects
their personality and offers a chance to
stand out. They not only seek, but
expect, opportunities for customization
and place emphasis on creating their
personal brand. Individuality matters
and it is achieved through creativity.

9. TREND 4
9
Why?
Relationships with brands are much like
personal relationships, in part due to social
media. Consumers say their personal brand
is enhanced by (and reflected in) the
brands they chose. Consumers of all ages
strive to find their authentic and “best self.”
Authenticity
Rejection of Corporate

10. TREND 4
10
Why?
Relationships with brands are much like
personal relationships, in part due to social
media. Consumers say their personal brand
is enhanced by (and reflected in) the
brands they chose. Consumers of all ages
strive to find their authentic and “best self.”
Authenticity
Rejection of Corporate
What it means
Consumers increasingly seek brands that
stand for the same higher level values for
which they themselves stand. In fact, often
consumers admit that alignment of values
is even more important than corporate
responsibility initiatives. Consumers seek
brands that “get me” and offer a unique
and authentic point-of-view.

11. TREND 5
Why?
As technology and social media make
the world seem like a smaller place with
fewer boundaries, consumers say they
struggle to feel unique. Ubiquity, access,
and consistency feel mass and diminish
individuality, driving up the importance
of self-expression.
Uniqueness
Fear of Mass

12. TREND 5
Why?
What it means
As technology and social media make
the world seem like a smaller place with
fewer boundaries, consumers say they
struggle to feel unique. Ubiquity, access,
and consistency feel mass and diminish
individuality, driving up the importance
of self-expression.
Consumers are attracted to local, small
batch, special. Customization is expected,
but there are rules. Offer too much
customization and consumers are left
wanting guidance and a point-of-view. Offer
too little and you risk appearing rigid and
unwelcoming. Brands that allow consumers
to preserve their individuality resonate.
Uniqueness
Fear of Mass

13. TREND 6
Why?
The shift away from material
spending in favor of experiential
spending is driving increased
interest in travel, food, photography,
and music. Consumers prefer
memories over things because you
can never loose them.
Experiential
Spending
Access Over Ownership

14. TREND 6
Why?
What it means
The shift away from material
spending in favor of experiential
spending is driving increased
interest in travel, food, photography,
and music. Consumers prefer
memories over things because you
can never loose them.
Combined with a desire to own fewer
things, the trend toward experiential
spending is leading to increased interest
in brands that enable an experience.
Focus today is on services that offer
unlimited access on demand.
Experiential
Spending
Access Over Ownership

15. Thankyou.
w w w . h y p o t h e s i s g r o u p . c o m
a s n o w @ h y p o t h e s i s g r o u p . c o m
Amy Snow has spent the past 20 years
partnering with leading brands to better
understand the consumer mindset and
develop innovative products and
strategies. She conducted more than
150 focus groups in six countries last
year. She has particular expertise in
trendspotting and cohort nuances
(specifically Gen Z and Millennials).
amysnow
Hypothesis, the premier creative and
consumer insights agency based in
Downtown Los Angeles, California.
Hypothesis is the winner of the 2015
Gold Ogilvy Award for Excellence in
Advertising Research. Hypothesis
was founded in 2000.