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eLearning > Consumers > Unpacking Consumer Behavior > Module 1 / 5

Intro to Consumer Behavior & Trend Tensions

Instructor: Shelby Walsh
Unpacking Consumer Behavior
Download the Unpacking Consumer Behavior Trend Report
There are always dominant trends when it comes to changing consumer behaviors. However, we often see divergent trends emerging not too far behind. More often than not, opposing trends exist because of one another. Connected living is a massive trend, but digital distrust is also on the rise. We want to be eco-conscious, but we also don’t want to give up the conveniences disposable culture grants us. We champion authenticity, but then post highly edited versions of our life online.

At Trend Hunter, we have the privilege of speaking to some of the brightest minds globally in innovation and found that many have relied on divergence to help better identify whitespace opportunities. At Coke, they call this idea of divergent trends “trend tensions” – macro forces of change which could be geopolitical, opposing beliefs, technological changes or opposing consumer behaviors. This idea inspired this module today which will explore the tensions behind social circles, personal brand, and minds of consumers today.
Related Trend Report: Unpacking Consumer Behavior
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Insights by Trend Hunter AI
Branded Solidarity
Brands are revamping their logos to show support amid COVID-19
Trend - To help send a message of solidarity during the COVID-19 pandemic, various brands have launched rebranding initiatives to show their support during the new era of social distancing. These logos have been altered to encouraging visual messages asking consumers to stay safely at home.
Workshop Question - How could your brand reflect global concerns in its marketing to reach consumers?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tech Community
Socialization in the digital sphere becomes a necessity more than a habit
Trend - In tense and uncertain times, tech-specific relationship-building is becoming more of a need than a fixed habit among consumers. These services and the new ways consumers are using them are enhancing online relationships specifically, rather than functioning as a way to keep relationships going between meet-ups.
Workshop Question - How is your brand easing consumer burdens in times of individual or collective crisis?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Incremental Entrepreneurship
Services that enable small steps help busy consumers start businesses
Implications - Many consumers today want to start their own businesses, however, juggling entrepreneurship and personal responsibility can be difficult. This is especially true for Gen Xenos consumers, who are both inclined to start their own business, and dedicated to their family life. Services that enable one to approach entrepreneurship in incremental steps help maintain a work-life balance while also enabling the pursuit of that dream.
Workshop Question - How can your company provide entrepreneurial employees with more ambitious opportunities?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Life-Tracking
Tracking apps and services expand outside of health or financial goals
Implications - The popularity of lifestyle-tracking apps is expanding to habits outside of fitness and finance, including everything from relationship-building to keeping up with daily schedules. Such services come as consumers increasingly prioritize the ongoing development of all aspects of their lives–whether that's in daily rituals, socializing, or productivity.
Workshop Question - Conceptualize a tracking app that would benefit your customer.
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Visible Finance
Personal finances become a more social experience through collaborative tools
Trend - While personal finances were once a taboo subject, today an increasing number of financial services are leveraging the power of social visibility to help consumers meet their financial goals. Whether through group saving apps or comparative investment apps, a variety of solutions are appearing that leverage social visibility as an incentive for saving.
Workshop Question - Check in on some steadfast norms in your industry. Are there ways to divert from these norms to win brand love?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Identity Protection
Digital brands seek to enhance user privacy
Implications - With large brands like Facebook profiting off of user data and being constantly critiqued for it, there is now a growing trend in the opposite direction – where brands are ensuring user privacy and in some cases, even allowing customers to control their personal data themselves. This reactionary shift comes as privacy breaches and consumer exploitation is accelerated, in an age where a large portion of financial and personal interactions take place online.
Workshop Question - How could your brand better ensure privacy for its customers?
2.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Functional Avatar
Personalized avatars are now used for real-world functions
Trend - Personalized avatars have long been used in gaming and social media, and now their use is extending to real-world functions, whether those relate to the purchase journey or functions like productivity. This shift comes as a result of the rapidly amalgamating digital and physical worlds, and caters to consumers' preferences for personalized and experiential shopping experiences.
Workshop Question - Conceptualize how your brand could use personalized avatars in the purchase journey, or to enhance its product/service.
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Friendly Commuter
Brands are offering consumers more resources to enjoy their daily commute
Implications - As the population continues to increase and cities are becoming more congested, the pool of commuters that travel to work and school everyday is expanding. Brands are offering users enhanced control over this process by promoting a hassle-free experience. Providing consumers with alternatives and incentives during their daily routines and creatively working in favor of the commuter, they are assisting in establishing memorable connections and friendly interactions with those who fall in this category.
Workshop Question - How can your brand create more enjoyable touch-points throughout the purchase journey for its customers?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Interactive Disposable
Paper cups evolve into interactive consumer experiences
Implications - Becoming more than just a disposable product, paper goods, like cups, are integrating features and designs that encourage much more consumer engagement during use. Changing how they’re typically perceived, brands are adding areas for customization, digital enhancements and even seasonal inspiration as means to not only add visual intrigue, but create more interactive moments between the consumer and product. Encouraging consumers to get more involved, albeit brief, these examples showcase a move toward more interactive consumer experiences, even for the most temporary or disposable of products.
Workshop Question - How could you make a one-time product or solution more engaging for your consumer? What elements of personalization could you add?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Milestone Social
The competitive older Millennial is satiated with adult achievement-sharing sites
Implications - The Millennial generation is the largest in North American history; Trend Hunter splits the group into micro generations, identifying the 'Pro Millennial' as the oldest. The Pro Millennial uses social media more competitively than other Millennial groups as it entered into their lives during early adulthood when future planning was already a focus. Social media sites that enable milestone sharing appeal to this generation as they provide an opportunity to share more meaningful content they can be proud of.
Workshop Question - How are you appealing to the Pro Millennial's competitive nature?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends