As 2015 winds down, I’ve been reading with interest some of the forward-looking trend-related reports and articles that typically start trickling out this time of year. One that piqued my interest was a report from researcher Mintel that drew on commentary from two of its consumer trends consultants, Stacy Glasgow and Jenny Zegler, to sketch out key North America consumer trends for 2016 that will impact both consumers and brands.
Two of the trends, explored below, reflect an interesting change in the role that products and companies have traditionally played in our lives. In their marketing and advertising, companies have long been the ones leading the process, formulating (and in some cases, of course, manipulating) the shape of our desires in order to sell more products, creating need-states that only the purchase of a new car or better laundry detergent will fill.
That approach and our reaction to marketing (companies talk, we as consumers listen) is seemingly part of our capitalist society’s DNA and will never go away but as the Mintel report highlights, it’s interesting to think about and watch the ways in which consumers are now the ones doing the talking, demanding that brands and products listen to them and change their habits and practices to conform to consumers’ world views.
Trend: The Big Brand Theory. Consumer interest in locally-sourced food and beverage products has risen in concert with enthusiasm for small, independent companies and a drive to forge personal relationships with the people who create and sell the products they buy. This would seem to give small companies a leg up on larger firms but Mintel research indicates that consumers aren’t stuck in the “small is good; big is bad” mind-set. Rather, authenticity appears to matter more, the Mintel researchers write.
“... Niche is no longer a limitation, nor is it an opportunity reserved for small companies. We’ve entered an era where the power of the story and the authenticity of the connection supersedes any lofty moral aspirations, such as ‘shopping small.’ This creates opportunities for businesses of all sizes to create new enterprises that do not venture too far from the ‘soul’ of their company....”
“... Regardless of the company’s size, genuine stories help to form relationships that give consumers the security that products are worthy of their investment and loyalty....”
Trend: Pride and Persona. As shifting definitions of gender, race and other formerly-standard demographics are reforming U.S. culture, consumers are becoming more equality-focused and are looking to products, advertising and corporate policies to reflect the new reality.
“... According to Mintel research, nearly one-third (30 percent) of U.S. Baby Boomers make an effort to buy from ‘good’ companies, such as those that take an active role in their community. Millennials may be the beginning of younger generations who will almost characteristically expect equality. Mintel research indicates that many U.S. children are already embodying this value, as 83 percent of kids and 88 percent of teens agree it is important to accept people with different racial or ethnic backgrounds. It is likely that communication will grow beyond traditional perceptions of demographics and lead to more prominent reflections of seniors, people with disabilities, immigrants and the less educated....”
“... Thus, the opportunity lies with companies to define their corporate values and the stance of individual brands to reflect society. In 2016, it will become more apparent that companies need not shy away from making statements, especially those that stand to broaden their appeal among more equality-focused consumers,” say the Mintel researchers.
Mintel’s North America Consumer Trends 2016 is available for free download (registration required) at www.mintel.com/north-american-consumer-trends/.