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eLearning > Consumers > Consumer Behavior > Module 1 / 5

Intro to Consumer Behavior

Instructor: Shelby Walsh
What are the key trends in consumer behavior, wellness & life in the era of the personal brand? Trend Hunter's President, Shelby Walsh, tees up what is motivating purchasing decisions, loyalty and how to create a meaningful connection to consumers as well as how this ties back to Maslow's Hierarchy of Needs.

This module lays out key trends in consumer behavior that will be explored throughout this course, including how catalyzation is playing into consumer decisions and how personalization is being leveraged when it comes to health, wellness, and CPG. It also introduces themes surrounding the impact of tribalism on consumers' lives (and for marketers) as well as how the definition of one's personal brand is changing and impacting industries' ability to connect with their customers.
Jeremy Gutsche Keynote Speaker
Insights by Trend Hunter AI
Specialty DTC
Consumers interested in specialty grocery goods do so through direct channels
Trend - Consumer groups with more disposable income, specifically Boomers and members of Generation X, have shown an increased interest in specialty grocery recently. Ordering these items through DTC channels allows access to these goods while adhering to the social distancing rules in many parts of the world.
Workshop Question - How can you position your product or service as more exclusive?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intimate Collections
Self-care collections are focusing on enhancing intimacy and sensuality
Trend - Brands in the sexual wellness space are offering modern collections that enhance self-care related to intimacy. These collections are designed to be used on their own or with a partner, and give people enhanced experiences.
Workshop Question - How could your brand prioritize wellness for its customers?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Latte Collagen
Collagen-infused lattes and mixers help boost daily rituals
Trend - Brands in the health space are aiming to enhance the benefits consumers receive from their daily rituals by offering collagen-boosted latte mixers and creamers. These items enhance users' health and appearance over time, while giving them the energy boost they receive from their coffees.
Workshop Question - How can your brand enhance customers' daily routines?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Algorithmic Perfumery
Brands are using artificial intelligence to create impactful fragrances
Trend - Fragrance brands are turning to artificial intelligence and machine learning to create impactful and hyper-customized products that appeal to unique consumer preferences. While some companies are using this technology in order to invite consumers into the product development experience, others are referencing data-driven studies to better target select demographics.
Workshop Question - How can your company utilize artificial intelligence in the product development cycle?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Retreats
Brands are launching virtual wellness experiences to reach consumers at home
Trend - Brands in the travel industry and wellness space are launching virtual experiences that replicate wellness retreats at home. These retreats typically include both mental clarity sessions and physical strength training and cater to consumers looking for self-improvement.
Workshop Question - How can your brand reposition itself to reach consumers at home?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reduced-Waste Skincare
Brands offer up skincare products that reduce waste
Trend - Brands in the skincare space are keeping pace with changing consumer values by offering products that reduce the environmental impact of their offerings. This is taking place not only through reduced and improved packaging but through the omission and replacement of environmentally harmful ingredients as well.
Workshop Question - What are two competing desires your target customer has? What are some ways you could better cater to both of those?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nutritious Donut
Donuts become the vessel for serving healthier versions of indulgent food
Trend - Donuts, or donut-flavored snacks, are being offered in healthier forms to cater to consumers looking to indulge without impacting their general health. Offered in everything from donut-flavored yogurts to protein-infused donuts, these items merge both flavor and nutrition.
Workshop Question - How could your brand balance practicality and indulgence for its customers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstrual Supplement
Targeted supplements aim to reduce period symptoms
Trend - With the supplement industry growing, targeted supplements are increasingly popular. Brands in this space are now offering menstrual-specific supplements–containing ingredients that ease common menstruation symptoms like bloating or pain.
Workshop Question - How could your brand focus on more targeted forms of wellness for its customers?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Health Marketplace
Virtual marketplaces in the health and wellness space ease accessibility
Trend - The popularity of online marketplaces has extended to health and wellness. When it comes to this industry, brands strive to provide interactive, virtual spaces that educate and allow access to various products and rituals. These services are met with growing popularity as they are incredibly accessible and convenient.
Workshop Question - Conceptualize a virtual marketplace that would both educate your customers and enhance access to your product/service.
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Generation De-stress
Brands place a holistic approach to improve consumer’s mental health
Trend - Millennials have often been viewed as “Generation Stress,” as a result brands have taken noticed and have begun to offer more targeted, natural products and services to mitigate - and educate - these occurrences.
Workshop Question - How can you help consumers have more mental clarity and decrease their daily stress encounters?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends