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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
Retail Escape
Opportunities for creative presentation are abundant in virtual environments
Trend - The online environment breaks the boundaries of aesthetic imagination, enabling the existence of various compositions and ethereal landscapes that would otherwise be impossible. As retail brands are pivoting to an all-digital strategy due to COVID-19, many are embracing these advantages.
Workshop Question - How can your brand enhance its digital presence during COVID-19?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Habit-Forming
Habit-forming apps help consumers reach and maintain their personal goals
Trend - Apps are helping consumers stay on track with their personal goals by helping them form and build good habits over time. These habit-building apps range in purpose, and can be used for anything from physical fitness to achieving professional goals.
Workshop Question - How could your brand help empower its customers?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tech Fatigue
Brands are introducing special features and products to battle burn-out
Trend - As the strict rules imposed because of the COVID-19 pandemic persist, companies are attempting to answer consumer worries about tech fatigue. This comes in the form of special built-in features on meeting platforms or concrete products that limit stimuli.
Workshop Question - How might you battle screen fatigue for consumers?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Entrepreneurial Push
More individuals are embarking on the path of entrepreneuriship amid COVID-19
Trend - Businesses are launching campaigns and resources that are meant to support individuals who are interested in becoming entrepreneurs during the COVID-19 pandemic. These activations offer important information and coaching for starting one's own business.
Workshop Question - How might your brand support budding entrepreneurs?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neutral Beverage
Beverage brands prioritize carbon-neutral or negative production
Trend - Brands in the beverage space are re-shifting production processes to reduce their impact on the environment--aiming for carbon-neutral or negative outputs. Brands attempting this include everything from water to alcohol beverages.
Workshop Question - How is your brand prioritizing reducing its carbon output, or impact on the environment in general?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Positivity Gaming
Games that boost mental health and confidence are on the rise
Trend - Consumers are increasingly prioritizing their mental health, and brands in the gaming space are taking note with game-based products and apps that aim to offer positive mental health experiences for customers. These games deliver everything from body confidence-building skills to stress reduction.
Workshop Question - How is your brand prioritizing stress-reduction or escapism for its customers?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Black-Owned Support
Brands are making it easier to support Black-owned businesses
Trend - In response to recent social injustices profiled on social media and the news, brands are launching directories to help consumers identify and support black-owned businesses. These platforms showcase a range of businesses from restaurants and salons to banks and museums.
Workshop Question - How can your brand serve under-represented communities?
3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
6.4
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?
6.5
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?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends