consumer trends to watch in 2015
TRANSCRIPT
TRENDS TO WATCH IN 2015
• Eager to impact • Re-searching online privacy • Striving for educational success
FROM
GEN Y TO
GEN Z «• Me-focus and self-projection • Self-publishers by nature • Work-life-balance experts
FROM SELF-
OPTIMIZING TO
SERENDIPITY
• Constant strive for a better self • Quantified lifestyle with digital support • Performance boost in fitness, beauty,
relationships etc.
«• Technology as enabler for lucky chances • Innovative potential of the unforeseen • Fueled by unbroken hunger for experiences
FROM
INDIE TIMES TO ECONOMIES OF
WE
• IQ: success through personal skills • The constant search for uniqueness and
differentiation • Brands striving to cater to individualization
• WeQ: generating higher intelligence, creativity, performance thus added value
• Revolution of the sharing economy • Owner-ship replaced by Impact-ship
«
FROM PARTY
TO
SUPERFOOD
• Pleasure found in going out • Clear distinction between work and free
time • Drugs & alcohol to cherish the moment
«• Lust for consciousness • Holistic approach to celebrate life • The art of cooking & eating as basis for
new ideas, touch points & communities
«FROM
DIGITAL EXPERIENCE
TO UPGRADING
RETAIL
• Online shops stepped from points of purchase to brand building
• Creating engagement platforms • Building loyalty through service &
content
• Traditional retail in the constant need to redefine its role
• Magazine-style mirrors digital platforms • Digital tools boost personalized experiences
FROM
BANKING TO
PAYMENT
• Lacking distinctive brand images • Trust problems, especially among Millennials • Fading touch point relevance
• Rise of mobile payment apps • Personal contact eliminated • Opportunities to build brand on new choice
drivers: convenience, security and community
«
«FROM
E-VISIONS TO INFRA-
STRUCTURE
• E-product statements of all car manufacturers with high communication efforts
• Main target group: Game changer • Increasing consciousness among society
• All eyes on infrastructure and further solutions to turn flagship projects into mass options
• Changing mindsets to reach relevance beyond early innovators
«FROM
EXCLUSIVITY TO
INCLUSIVITY
• Luxury defined by status symbols • Showy, perfectionistic lifestyle • Enjoyment through distinction
• Shared experiences & stories-to-tell as modern luxury goods
• New luxury brands cater to innovation, unfolding personality and impact
«FROM
E-COMMERCE
TO EVERYDAY
SHOPPING
• Online shopping’s rise unabated • Books, fashion and tickets as top sellers • Mobile devices drive development
• FMCGs, esp. food online shopping only now with high growth rates
• Service, speed & new business ideas drive development
• High competition between big and small players
