The Top Consumer Trends of 2011

Isaac Mostovicz writes that as consumers become more online savvy, brands are getting much more personal and creative in their marketing ploys...

Today’s consumer is informed, active and independent. Whilst this may close many doors in traditional marketing strategies of the past, it also opens up huge creative potential for brands in the future. Trendwatching.com has compiled a list of the top eleven consumer trends for this year.

  1. Random acts of kindness: Consumers are far more sensitised to personalised, compassionate campaigns from brands that know what’s happening in consumers’ lives.
  2. Urbanomics: Urban populations are on the rise, and as consumers move from rural to urban areas their exposure to products and services changes, and their behaviour equally changes, particularly in emerging economies, becoming more daring, more liberal and more experienced.
  3. Pricing pandemonium: Continual online connectivity mean consumers look for deals on-the-go, leading brands to respond with pricing strategies like group buying (e.g. Groupon).
  4. Made for China: Western brands are increasingly eyeing up consumers in emerging markets, and adapting their products to meet the preferences of its new consumer groups.
  5. Online status symbols: Brands are recognising consumers’ activities online with virtual or real-world symbols to reflect their “wiredness”.
  6. Wellthy: Consumers are expecting products and services to improve their quality of life, with an emphasis on mobile healthcare applications, and sharing personal health issues amongst consumers.
  7. Social-lites: Consumers are building their own personal brands online, broadcasting their own views and news. Brands are hence providing platforms for consumers to talk about brands, integrate their social networks and create their own content.
  8. Emerging generosity: Philanthropy will play a large part in brands activities, including in emerging markets.
  9. Planned spontaneity: Sharing locations is leading to mass meetings up between consumers, and brands offering suggestions of where to head to.
  10. Eco-superior: As “green” and “eco-friendly” become saturated brand tools, “eco-superior” is the new buzzword within which the sustainability of a product is not just a verbal marketing tool, but integral to its design.
  11. Owner-less: Borrowing, sharing and renting is becoming a popular alternative to the responsibility, cost and commitment that come with owning products. Examples of brands getting involved include sharing cars, bikes, fashion and homes.
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