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… As a promotion for the blockbuster-hit "The Walk," Sony Pictures partnered with IMAX to allow prospective audience members to experience Phillipe Petit's hair raising tread among the concrete jungle of New York City using virtual reality.
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.”
What does this mean? The definition of waste has expanded to not only include food, but also time and resources. To capitalize off this, brands will have to optimize their processes and inefficiencies, while thinking of creative and beneficial ways to maximize sustainability.
An example of this is… In Brazil, an NGO called Banco de Alimentos utilizes various food delivery services to allow consumers to both receive their food orders and give back donations to the delivery driver, saving time, money and additional wasted food resources while engaging their customers to participate in a greater communal cause.
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..
Mintel North America 17 Consumer Trends
Trendwatching 2017 Trend Report
CEB Iconoculture Consumer Insights