As the New Year progresses, clients and agencies alike are scrambling to predict which course consumer habits will follow. Lucky for us here at Phelps, our Research and Strategy team has put together a list of the top 5 consumer trends they predict will take shape in 2017. Check back every Tuesday for our #StrategySquad’s trend forecast for the coming year!
Maya says… 'Experience 4.0 Will Dominate'!
What does this mean? Consumers are seeking enhanced experiences that blur the lines between the real and artificial environments more than ever before. Recent advancements in computer software have made technology such as virtual and augmented reality more popular because they don’t subscribe to traditional technological constructs.
An example of this is… Coca-Cola 12 pack included a cutout VR headset holder where you can insert your smart phone to have a virtual experience.
What this suggests for your brand: Experiences are intangible but usually evoke emotions within a person. Think of ways you can put your consumer within your brand’s narrative. This will allow your consumer to feel like a part of your brand which, in turn, will build loyalty and affinity.
Laura says… 'Waste will be completely redefined.'
Resourcefulness will show your consumer that you are aware of America’s wastefulness and that you will not be part of the problem.
What this suggests for your brand: Think of how your brand can become more resourceful whether in process, materials or time. Resourcefulness will show your consumer that you are aware of America’s wastefulness and that you will not be part of the problem.
Desiree says… 'People will seek to break their barrier of interests, demographics, and experiences.'
What this suggests for your brand: With this trend, think of ways your brand can disrupt your consumers’ silos and offer new perspectives. The underlying theme of this trend is empathy so show your consumers you are empathetic to their needs/wants or facilitate a dialogue among unlikely people.
Tori says… 'Convenience will be regarded as the ultimate luxury.'
What this suggests for your brand: The definition of luxury has changed in the everyday world. So anticipate your consumers’ needs and wants. Your consumers are looking for quick solutions so if your brand doesn’t provide one, they will seek a brand that will.