Trend: Consumer-centricity

A trend indicates a direction of change in values and needs which is driven by forces and manifests itself already in various ways within certain groups in society.

Increased amounts of consumer data, new marketing channels and the increasing use of experience design has pushed the competition for consumers beyond solely product quality and characteristics. Brands are trying to tap into their customers’ emotions, perceptions and values. Health and wellbeing are at the forefront of consumer preoccupations, covering mental health, and moving beyond the individual to ‘planetary wellbeing’ as well. At the same time, consumers expect their shopping to be an experience, bringing it closer to a form of entertainment or leisure activity and removing 'pain points' through frictionless commerce. There is a proliferation of niche markets, where very different needs, preferences and identities can be catered for. 

This Trend is part of the Megatrend Growing consumption​​​​​​

Manifestations

Developments happening in certain groups in society that indicate examples of change related to the trend.

Health, wellbeing and integrity

The consumer focus on health and wellness has been strengthened by the COVID-19 pandemic, as people are spending more time and money caring for themselves, relatives and friends. In addition to physical health, mental health has come to the spotlight and many product and services are catering to this need – from mindfulness guides, to functional foods that reduce stress and lift moods. Wellbeing is also no longer solely about the individual, but concerns the community and the planet. Brands and products are expected to reflect the values of their customers and engage in brand activism for social change.

Signals of change: Trendwatching, Futurism, Retailwire

Personalisation and automation

The use of big data and AI allow for a unique, personalised experience, as smart objects and sensors provide many data insights into individual shopping habits. The expectation of convenience has also shifted to online buying, contact-less pick-up at the store and virtual services. The buying experience is supposed to be 'frictionless' – saving time and energy and being stress free. As digital assistants become more popular, 'voice shopping' will gradually turn into programmatic buying – programmed initiation of purchases by smart objects and assistants using real-time, integrated data from known preferences, past behaviours, sensors, and other sources.

Signals of change: Wired, Stuff, Internet of business

Shoppertainment

In the quest to provide a memorable buying experience, brands and producer are increasingly aiming at the blending of commerce and entertainment (which is being dubbed 'shoppertainment', 'retailtainment' or 'entertainmerce'). In physical spaces, i.e. in the shops it is a part of experiential marketing – the trend to adapt a shopping space into a sports arena, community centre or a restaurant. In e-commerce 'live shopping' blends shopping with social media, where influencers demonstrate and sell products in a streaming video on a shopping channel or personal social media account, which is more mobile and more social and highly personalised.

Signals of change: VR scout, Bloomberg Businesweek, Retail Technology Innovation Hub, Chain Store Age

Interesting questions

What might this trend imply, what should we be aware of, what could we study in more depth? Some ideas:

• What opportunities and threats are there when consumer choice is augmented by algorithms?

• How will entertainment trends of the future affect how policies are implemented and explained? 

• How will retail adjust its existing models to reflect changes in consumer and societal behaviours?

• How will designers be able to design for individual needs?