What’s coming and how can you prepare?
Research firm, Mintel, recently released their 2019 Global Consumer Trends report. The report outlines a few noteworthy trends impacting industries around the world. Encompassing themes of privacy, individuality, wellness, convenience and connectivity, these are the insights you should consider as you strategize your offerings and content marketing for the new year.
Consumers are treating their bodies like an ecosystem and searching for solutions that complement their personal health and evolving needs. They’ve also grown accustomed to this customization in other areas of their lives. Specifically, in the U.S., consumers expect high levels of intuitiveness, responsiveness and functionality – from the cars we drive to the devices we use and the homes we live in. Simultaneously, as a natural evolution, consumers are looking externally to their surroundings and internally toward their physical and mental wellbeing, expecting holistic approaches that produce the same interconnected and responsive effect.
How can marketers apply this? Marketers must focus their efforts on creating a more holistic, customer-centric experience, rich with the technological conveniences and appropriate messaging that will keep a brand top of mind for customers and motivate them to view the brand as essential to their total wellbeing and lifestyle.
A growing momentum to take on new challenges is driving consumers to reach new heights and uncover new passions. Social media inspiration is blurring the line between reality and #lifegoals – not to mention creating FOMO (fear of missing out) – provoking consumer to unleash their adventurous spirit and up the ante with their leisure time.
How can marketers apply this? Consumers want to spend less time (especially nonworking hours) managing mundane, everyday tasks and more time seizing life, embarking on new adventures and enjoying their preferred activities of leisure. Marketers can tap into this growing consumer thirst for adventure through messaging and imagery that encourages consumers to step out of their comfort zones, make life more memorable and view everyday activities from a different perspective. Through technology, automation, personalized service and messaging, brands can find ways to minimize the time consumers have to spend on some of those everyday responsibilities (managing finances for example) and ultimately position their organizations as resources that can help consumers achieve those #lifegoals.
Consumers and brands are becoming more aware that they have an online digital persona to carefully nurture and grow, constantly perfecting their online identities. But even the most carefully cultivated personas can suffer heightened scrutiny and customer backlash with one negative post.
How can marketers apply this? In today’s world, it is imperative for brands to have a strong online presence in social media, but it is also important to deploy social listening strategies. Organizations must monitor all online conversations about their brand and have the strategies in place to appropriately manage negative issues when (not if) they arise. And while it is a good idea to balance the negative stories with positive ones, it’s also a good idea to promote and appreciate the critical thinking and dissent. This can help brands align with consumers as well as help brands sustain authenticity. No brand is perfect so owning up to missteps and/or taking the constructive criticism can go a long way with today’s consumers.
Source: Mintel.com – Global Consumer Trends 2019.