A NEW LANDSCAPE: ADAPTING TO THE SHIFTS IN CONSUMER BEHAVIOUR
INSIGHTS . UPDATED 24 MAY 2023
Image: Saloni
The current zeitgeist has undeniably shifted what customers expect from brands. While previous months have seen many companies indulge in high-decibel marketing strategies, the prevailing mood now calls for a more nuanced approach. This shift begs the question: What can brands meaningfully communicate today?
THE EMERGENCE OF THE 'IMMUNISED SHOPPER'
Recent consumer surveys have gained considerable attention, pointing towards a new kind of consumer: the 'immunised shopper'. To elaborate, this term suggests that current consumer attitudes have become more sceptical and somewhat wearied of conventional marketing tactics. The phenomenon isn't restricted to specific demographics either; a sense of community and shared responsibility has become universally important, particularly among younger people.
This collective mindset has lessened the appeal of conspicuous consumption and elitism. While the love for style and fashion has not waned significantly, the survey shows that the public has grown uncomfortable with overtly indulgent or brash displays.
Crucially, this shift is different from past trends like the 'no logo' or 'anti-sellout' movements. This isn't about anti-consumption or an aversion to brands; a large majority of those surveyed still want to hear from companies. What has changed is the kind of message they want to receive—meaningful communications that add value are the order of the day. These sentiments are further supported by recent reports, which reveal that brands which have historically stepped up their communications during challenging times have been more successful. Interestingly, a substantial percentage of consumers find comfort in hearing from brands right now, especially when those brands are contributing to community well-being.
SUBTLETY AND LONGEVITY: THE NEW DESIRABLES IN BRANDING
In practical terms, consumer preferences have started leaning towards subtler expressions in both product design and marketing. For instance, more than half of those surveyed expressed a disliking for prominent logo placements. Similarly, less than a third found the previously popular 'chunky' sneaker designs attractive. Instead, minimalism has emerged as the key trend.
Attributes like quality, durability, and timelessness have gained renewed importance, overshadowing transient, trend-driven values. Case studies reflecting these attitudes abound, such as the recent viral backlash against a high-profile celebrity whose luxurious home appeared to clash with the prevailing sentiments of subtlety and understatement.
A 'REBOOT' OF CONSUMER EXPECTATIONS: IMPLICATIONS FOR FUTURE STRATEGIES
In summary, this isn't a momentary blip but rather a systemic 'reboot' of what society finds appealing and acceptable. Recent findings indicate that the vast majority feel that these shifts will have a long-lasting impact on social norms. New habits are being adopted at an unprecedented rate, with a high percentage intending to maintain these changes going forward.
The world has also seen a significant uptick in digital communications and transactions. For example, in emerging markets, a large number of people have made their first-ever online purchase recently.
What brands must understand is that the current consumer is digitally empowered but also more sceptical than ever. Thus, the need for an overhaul in strategies is imperative. This doesn't indicate a need to revert to some form of minimalist, heritage-inspired branding. On the contrary, what's demanded is a meaningful commitment to the future.
This new landscape requires taking the sensationalism out of brand interactions and focusing on straightforward, fuss-free products and messaging. Amidst the existing chaos, the call for clarity has never been more resonant. Brands that adapt to this new landscape, taking into account the evolving consumer profile and preferences, are likely to find themselves at an advantage.
A 'REBOOT' OF CONSUMER EXPECTATIONS: IMPLICATIONS FOR FUTURE STRATEGIES
In summary, this isn't a momentary blip but rather a systemic 'reboot' of what society finds appealing and acceptable. Recent findings indicate that the vast majority feel that these shifts will have a long-lasting impact on social norms. New habits are being adopted at an unprecedented rate, with a high percentage intending to maintain these changes going forward.
The world has also seen a significant uptick in digital communications and transactions. For example, in emerging markets, a large number of people have made their first-ever online purchase recently.
What brands must understand is that the current consumer is digitally empowered but also more sceptical than ever. Thus, the need for an overhaul in strategies is imperative. This doesn't indicate a need to revert to some form of minimalist, heritage-inspired branding. On the contrary, what's demanded is a meaningful commitment to the future.
This new landscape requires taking the sensationalism out of brand interactions and focusing on straightforward, fuss-free products and messaging. Amidst the existing chaos, the call for clarity has never been more resonant. Brands that adapt to this new landscape, taking into account the evolving consumer profile and preferences, are likely to find themselves at an advantage.
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