Business Consumer Insights

Trend - Older member of Generation X -- a.k.a, Gen XS -- are very family focused. At the same time, this generation has many financial responsibilities that require a level of dedication to the workplace as well. This makes work/life balance a point of tension for Gen XS; however, as this generation enters leadership positions in the workforce, they are able to enact changes that are conducive to more family-centric work cultures.

Insight - Though it may have started with Gen XS, the rise of family-centric work culture can be credited to many different factors. One is the redefinition of what it means to be a parent in the modern age. More dual-income households and moms in the workplace can be observed, but the pressure to still be as physically and emotionally involved in a child's upbringing as possible remains. Family-focused workplaces cater to this "superparent" ideal.

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.

Implications - As Boomers continue to redefine age, it has become apparent that they -- specifically Neo Boomers, who are of the younger part of this demographic -- are still active in the workplace. However, as Millennials and Generation Z enter the workforce, the older generation is seeking further training to maintain their competitive edge. This is because as new technologies and shifting values of the modern workplace arise, the experience an older employee has is no longer enough to grant them an advantage over colleagues.

Implications - Businesses across industries are using pop-ups to highlight local causes (that are also globally relevant) in order to market their personal brand, while also engaging their customers. In an age where consumers are increasingly in-tune with both regional and global issues–and willing to support those causes–brands creating pop-up spaces that do so are prioritizing the empowered and goal-driven customer.

Implications - Brands in the fashion and food industries are creating pop-up shops that highlight their products while producing zero or reduced waste. This shift comes as brands within this space aim to differentiate themselves from the negative environmental impact that's associated with their industries, while catering to the rise of eco-conscious consumerism.

Implications - Moving beyond voice-activated shopping platforms, brands continue to innovate the retail space with visual shopping applications. Using AI and machine learning, consumers can now snap images of products and make instant purchases. This evolution in the path to purchase highlights the continuation of omnichannel.

Implications - The concept behind "paying it forward" has remained relevant over the last decade, and brands are pushing to involve themselves in the process of–and facilitate–good deeds by consumers. Brands are leveraging new forms of technology, initiatives, and tactics like kindness-focused promotions to increase the chances that their customers pay it forward. These reward systems cater to socially responsible consumers who are loyal to brands that share the same value system they do.

Implications - Vending machines that offer environmentally friendly products are on the rise, with everything from package-free items to eco-friendly materials being offered in these machines. This shift comes as brands in the quick-serve space aim to better adapt to the steady growth of conscious consumerism.

Implications - As the need for up-leveled in-store experiences continues to rise, retailers are looking outside their typical industries for inspiration. More specifically, retailers are looking to the immersive theater space to inspire their brick-and-mortar strategies. Taking stores to the next level of interactivity with products, services, and bands themselves gives the company a greater opportunity to make a lasting impression, and allow the consumer to be part of the offerings before even purchasing them.

Implications - In response to the increased popularity of online shopping and the package thefts that exist as a result, companies are rolling out innovative services and products that protect online shoppers from having their goods stolen. Speaking to the opportunities that exist when it comes to catering to the modern shopper.