It’s a new year. Time to begin fulfilling those New Year’s resolutions in hopes that 2011 will be bigger and better than the year before. During times of economic uncertainty and consumer confidence being less than optimal, it is important to remember that consumers still wield tremendous buying power.
As economic hardships are beginning to dwindle, consumers are finding ways to splurge and making their once “wants” their “needs.” Companies are eager to tap into this, and one way is through following consumer trends to better position their communication messages and strategies.
Below is a list of consumer trends for 2011:
1. Random Acts of Kindness
Consumers' cravings for realness ensure that everything from brands randomly picking up the tab to sending a surprise gift will be one of the most effective ways to connect with potential customers in 2011. For brands, a serious (and sincere) R.A.K. strategy may mean no longer being seen as inflexible and unwieldy, but as more compassionate and charismatic instead.
2. Urbanomics
Today, half of the world’s population live in urban areas. Go for products, services, experiences or campaigns that tailor to the very specific (and often more refined, more experienced) needs of urbanites worldwide, if not city by city.
3. Pricing Pandemonium
Always-on connectivity is changing consumer spending habits in a myriad of ways. More consumers are constantly connected, and when they hear about new deals online can quickly and easily spread them through their social networks. Increasingly, consumers will be part of exclusive networks or groups to either receive special deals or demand them. Mobile devices are also increasingly enabling consumers to find or receive dynamic deals right at the point of sale, or to compare prices online.
4. Made For China (If Not BRIC)
Expect an increasing number of Western brands to launch new products or even new brands dedicated to consumers in emerging markets. It’s important to keep in mind that emerging markets have less to spend than more mature consumer markets.
5. Online Status Symbols
Usage to increase significantly across social networking platforms.
6. Wellthy
Growing number of consumers will expect health products and services to improve their quality of life. Medical social networks give audiences a platform to share, compare, and discuss their personal health issues with other consumers.
7. Social-lites & Twinsumers
Social network streams allow users to easily broadcast information to a wide range of people without interrupting or intruding. Providing consumers with engaging material is a must, as they will talk more about brands than ever before, offering their own opinions and recommendations to their peers.
8. Emerging Generosity
Brands and wealthy individuals from emerging markets will increasingly be expected to give, donate, care, and sympathize versus just sell and take.
9. Planned Spontaneity
Expect younger consumers to voluntarily opt in to passively and continuously share their location in return for truly smart suggestions about what they could be doing, or who they could be meeting up with. Geo-location will become a key feature of social networks and web applications.
10. Eco Superior
The number of consumers actively seeking out “green” products is reaching a plateau due to the fact that consumers are questioning the value and efficiency of going green. Expect a rise in products that are not only eco-friendly, but superior to polluting incumbents in every possible way: Superior savings, design, functionality, etc.
11. Owner-Less
New business models have shown that for many consumers, access is better than ownership. Traditional ownership implied a certain level of responsibility, costs and commitment. Consumers looking for convenience and collecting as many experiences as possible want none of these things.
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