ABOUT CONSUMER TRENDS LET’S TALK

SHOPPER-GENERATED CONTENT TREND 1:

More in the moment than user-generated content, shopper-generated content—comments, photos, questions—created in-store is the next big trend. Whether photos taken of products or promotions or posts searching for answers, shopper-generated content is generally a social phenomenon and can be used for anything from seeking advice to entering contests. !

So what will entice your shopper to engage at shelf?!

Starbucks Happy Hour Photo Challenge

Fashion Bloggers sharing dressing room outfits

THOUGHT STARTER QUESTIONS: What role/value might shopper-generated content bring to your brand? Has shopper-generated content been discussed within your organization and, if so, how can your brand and retail partners help to encourage this behavior?

THOUGHT STARTER QUESTIONS: Are shoppers currently prompted or motivated to share at shelf? -Potential contests or unique displays? What product or product categories could you leverage to encourage engagement?

BLURRED LINES…OF GENERATIONAL INFLUENCE

TREND 2:

Advice and guidance does not flow in one direction between the generations anymore. With social norms and technology changing rapidly, baby boomers are looking to Millennials to keep up while Millennials are reconnecting with passed-down traditions and outlooks on life. The different generations are all looking to each other to renew old traditions and refine within the context of our new digital world. !

What traditions will Millennials adopt and which will they replace with new traditions all their own?!

Boomers/Seniors Learn Facebook

Grandchildren Learn Laundry

Boomers/Seniors Learn Facebook

Paper Source Blog

THOUGHT STARTER QUESTIONS: Have you noticed the generational influences impacting your business? How are each of the different generations currently using your products?

THOUGHT STARTER QUESTIONS: How are you currently appealing to each generation? -Are these techniques similar or very different? -Do you have different products targeted towards different audiences? How can you speak to one generation but encourage them to share and learn from older/generations?

SNACKING AND SIPPING TREND 3:

Although consumer spending and confidence are predicted to be up in 2014, many consumers are predicted to continue to cut back on their disposable expenditures. According to January end of month reports, disposable income was flat, retail sales were down in Dec & Jan and jobs reports show unfavorable hiring trends. What’s more, the government food stamp program cuts and the bitterly cold weather have cut into consumers’ fixed expenses. !

Will new traditions emerge in the celebrations world, similar to the stay-cation in the travel space, as consumers rethink their party budgets?!

Michelle Obama’s “Snacking and Sipping” 50th birthday celebration

DIY Wedding Favors

Rent the Runway

THOUGHT STARTER QUESTIONS: What impact have economic downturns previously had on your business? What do you predict in this new year? How will consumers change the way they shop for your brands? -What perceptions do your customers have about your brands as it relates to “needs” vs. “wants”?

THOUGHT STARTER QUESTIONS: -Do you envision your customers will seek out more affordable alternatives, and if so, how can your brand and retail partners position your products as part of those more affordable solutions? How can you increase the value of your products to your customers?