The consumer of the future
weighs in
December 4, 2018
December 4, 2018
The consumer survey of over 2,800 respondents highlights that today's modern consumer is really the “prosumer” of the future. Rather than simply “consuming” all that a brand offers, they are processing information from multiple sources like communication channels, design characteristics, employee interactions, direct experiences with the brand, and the individual products and services…and then evaluating what the brand means to them.
Companies must shift away from the Golden Rule of Treat others as you want to be treated and move forward the new Platinum Rule. Treat others as they want to be treated.
We invite you to take a deeper dive into these insights, and to explore the evolution of consumer brand engagement.
VIEW FULL REPORTMillennials are collaborative and environmentally-conscious consumers. They are keen to overshare on social media and have an average 12 second attention span. While Generation Z consumers tend to be old souls in young bodies, valuing privacy and are reluctant to take risks, they are also competitive and prioritize equality initiatives. They will only focus for 8 seconds, unless it’s really interesting. There is no longer a “typical” consumer.
Conversational and participative
Emotional connection
Reinventing
Puts consumer needs first
Adding good
Simplifies my life
Successful modern brands are those who build an authentic purpose for the not-so-typical consumer. Although there is no “one size fits all” approach when it comes to connecting with consumers, the virtuous cycle of trust, purpose and loyalty are valued by all.
Accessibility is essential across all categories and brands. It is also crucial for companies to clearly and consistently convey their brand value to build emotional connections with consumers.
For more discretionary categories like personal care and beauty, apparel and fast food restaurants, it is important for companies to invest in consumer experiences and identify the right communication to tell the brand’s story. For household staples, cleaning products and packaged foods, companies should focus on product design to keep the brand top of mind for customers.