Top Lists Consumer Insights

Implications - Previously, only the most skilled illustrators adept at using virtual drawing tools could create stunning pieces of digital art. But now, more and more brands are creating hi-tech drawing devices and apps that enable even the most average artist and illustrator to create a digital masterpiece. Perfect for everyday consumers who love to get creative, these virtual doodling tools open up the art world to anyone and everyone.

Implications - Previously, makeup tech comprised computer-aided applications that could give you an idea of what a makeup look or hairstyle would look on your features. Now, beauty tech is going a step further with innovative and hi-tech devices and apps that do everything from assess your skin color to even helping you create your own cosmetics. As everything goes more hi-tech, so too will cosmetics to appeal to the tech-savvy, digital-loving beauty consumer.

Implications - As consumers take on busier schedules, it's natural for important activities, such as fitness, travel and even religion to fall further down the to-do list. However, with modern technology, more innovations are coming to the fore that allow devout consumers to actively and conveniently practice their religions, whether it's through a sin-confessing app or a Christian-themed tablet. While these innovations modernize religion (and perhaps, some may argue, dilute it), they ensure a stressed consumer can still be zealous about practicing his or her faith.

Implications - When it comes to celebrities and famous figures, we all want a piece, which explains the gigantic market for celebrity products, ranging from clothes to fragrances to even dirty bath water. Another way consumers can now indulge in their celebrity obsession is by purchasing dolls and toys in the likeness of these famous individuals, such as Kate Middleton, Karl Lagerfeld, Steve Jobs, President Obama and more. While these people may not be action heroes, per se, immortalizing them in such a way points to society's reliance on powerful figures who have the potential and ability to create change and influence our decisions.

Implications - While many consumers still love to be pampered when they go on vacation, others are preferring practicality over luxury. Hotel owners and designers, in response, are developing minimalist and compact establishments that provide a comfortable stay without going over the top. This keeps costs low for both the hotel and the customer, while at the same time saves space and provides environmental benefits through minimized waste.

Implications - Facebook is an advertising platform that brands today simply can't ignore, and it's helping marketers in more ways than one. While the privacy issue still exists, many young consumers are not hesitant to share their personal profile information with brands; in response, brands are using social media apps to snatch up a person's Facebook Timeline information to create extremely customized campaigns that range from quirky musicals to custom fragrances. Recently, a site called 'Take This Lollipop' even spotlighted the potential dangers of readily sharing personal information with social media apps by, ironically, asking visitors to share their Facebook information. Regardless, customizing campaigns in this way is allowing brands to hyper-target and reach their customers in an unprecedented way.

Implications - To grab the attention of today's shoppers, retailers are looking for more innovative ways to create an exciting in-store shopping experience. Thus, the era of "shoppertainment" is born, in which stores are readily adding interactive and exciting elements such as theaters, musical displays, digital showrooms and more. IKEA, for example, even hosts slumber parties at its Essex store, giving customers a night of movies, food, manicures and more. Amidst heated competition and tightening wallets, it's no surprise that retailers are pulling all the stops to when it comes to giving customers an experience to remember.

Implications - As both parents and designers know, caring for a child is expensive. As children get older, products that once fit them as babies are no longer suitable, meaning that parents must continue to spend money on new products. However, there is a growing direction in 'kidaptive design,' designs that are adjustable and adaptable to a growing child's needs. These include everything from furniture to footwear that will adjust in width and height, ensuring the product can still be used by the child and thereby alleviating financial stress from parents.

Implications - While the World Health Organization reports that there are 285 million visually impaired people around the world, until very recently this large consumer group has received only mild attention from innovators and brands. In the last few years tech companies have begun focusing on the development of electronics and gadgets, such as braille cellphones, for the visually impaired, and now, an increasing number of inventions are coming to the fore. Ranging from shopping aids to hi-tech walking sticks, these innovations are helping visually impaired people around the world perform everyday activities more easily and efficiently than ever before.

Implications - Today's younger consumers are more socially conscious, whether they're concerned about the environment or the clean water crisis in developing economies. According to a 2012 report from Nielsen, almost half of the under-40 consumers surveyed indicated a willingness to pay more for products and services from companies associated with a social cause. It follows, then, that today's parents are more willing to purchase conscious children's products and services, from newborn clothing and baby rattles to green toys, thereby introducing and spreading the message of socially responsible living to their children.