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FuturistU > Consumers > Consumer Behavior > Module 1 / 5

Intro to Consumer Behavior

Instructor: Shelby Walsh
What are the key trends in consumer behavior, wellness & life in the era of the personal brand? Trend Hunter's President, Shelby Walsh, tees up what is motivating purchasing decisions, loyalty and how to create a meaningful connection to consumers as well as how this ties back to Maslow's Hierarchy of Needs.

This module lays out key trends in consumer behavior that will be explored throughout this course, including how catalyzation is playing into consumer decisions and how personalization is being leveraged when it comes to health, wellness, and CPG. It also introduces themes surrounding the impact of tribalism on consumers' lives (and for marketers) as well as how the definition of one's personal brand is changing and impacting industries' ability to connect with their customers.
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Insights by Trend Hunter AI

Small-Format Retail
More retailers are rolling out small-format stores with curated offerings
Trend - Retail is entering a "less-is-more" era, driven by consumer desire for curated shopping experiences that simplify decision-making. Consumers, overwhelmed by past excess, now value well-edited selections that simplify decision-making. This trend prioritizes quality and guidance over sheer quantity.
Workshop Question - How can your brand refocus its approach to retail by becoming a trusted curator of products, simplifying decision-making for consumers?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Embedded Lending
Tech companies enhance their offerings with Buy Now, Pay Later financial services
Trend - Embedded lending is reshaping financial services by allowing non-financial companies to offer loans and financing, such as Buy Now, Pay Later (BNPL) options exemplified by Apple Pay Later. This trend extends beyond consumer finance into the B2B realm, providing small and medium-sized businesses with faster access to capital through various funding methods like merchant cash advances and revenue-based financing.
Workshop Question - How can your brand leverage embedded lending to enhance customer experiences and create new revenue streams through tailored financial solutions?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Grounding Sheets
Brands are launching bedding with conductive materials like silver or carbon
Trend - Grounding sheets, made with conductive materials like silver or carbon, embody a wellness trend aimed at harnessing the Earth's natural energies for health benefits. By allegedly transferring the Earth's electrons to the body, these sheets replicate the benefits of barefoot grounding, promising improved sleep, reduced inflammation, and greater relaxation.
Workshop Question - How can your brand leverage the growing consumer interest in holistic and nature-inspired wellness practices?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kids Cosmetic
Makeup marketed toward Gen Alpha consumers is adapted as this demographic ages
Trend - To cater to the emerging Gen Alpha consumer, cosmetics companies are designing more sophisticated cosmetic lines. These products strike a balance between age-appropriate formulations and the high-end appearance favored by this demographic, influenced by trends on social media platforms.
Workshop Question - How can your brand cater to the evolving preferences of Gen Alpha as they become mature consumers?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Vice
Brands are recategorizing traditional 'vice' products as luxury status symbols
Trend - In a divergence from health and wellness being exclusively associated with luxury, brands are releasing traditional vice products, such as cigarettes or cannabis, positioned as luxury status symbols. These products enable wealthier consumers to display status while engaging with vices.
Workshop Question - How could your brand capitalize on the shifting values of high-income consumers in the modern era?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Transparent Retail
Sustainable retailers highlight their initiatives and impact in-store
Trend - Sustainable stores and eco-friendly in-store initiatives are making the impact of their products clearer to their customers. These brands are using receipts, labels and displays to highlight production and sourcing processes--catering to the growing demand for transparency from businesses.
Workshop Question - How can your brand create trust with its customers via in-store experiences or initiatives?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Canadian Retail Expansions
Sustainable Canadian Retail Expansions
The Toronto Allbirds Brick-and-Mortar Store is Eco-Friendly
Sustainable lifestyle brand Allbirds is opening its first ever Toronto store, and second location in Canada on August 10th. Located in the heart of Yorkdale Shopping Centre retail complex, the store... MORE
Environmental Cost Receipts
Environmental Cost Receipts
ASKET's Impact Receipts Measure Water Usage, CO2 Emissions & More
Swedish clothing brand ASKET is tackling modern consumption habits by introducing The Impact Receipt, which provides customers with a detailed breakdown of the environmental cost associated with... MORE
Eco Big-Box Retailer Initiatives
Eco Big-Box Retailer Initiatives
The Target Zero Initiative Helps Shoppers Identify Sustainability
The Target Zero initiative is being launched by the brand as a way to help shoppers more easily locate the products that are in line with their sustainability goals when shopping either online or in-... MORE
Carbon-Conscious Oat Beverages
Carbon-Conscious Oat Beverages
These Vegan Beverages for Kids Label Their Carbon Footprint
Nude. and Mãe Terra Produtos Naturais e Orgânicos—two B Corp Certified companies—teamed up to create oat-based vegan beverages for kids with cartons that display carbon footprint information.... MORE
Environmental Impact Product Labels
Environmental Impact Product Labels
L'Oréal Product Impact Labeling Ranks the Brand's Products
The L’Oréal Product Impact Labeling is an educational initiative by the brand to help provide consumers with ample information related to how a product affects the environment. The labeling... MORE
P2P Return
E-commerce marketplaces are facilitating direct peer-to-peer returns for efficiency
Trend - E-commerce networks are implementing peer-to-peer (P2P) returns networks that directly connect returned products to consumers purchasing used or previously-owned products. These systems save on items being shipped twice, saving both money and environmental impact for the parties involved.
Workshop Question - How could your brand leverage peer-to-peer systems to improve aspects of its business?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Informed Restaurant
Restaurants are using AI forecasting tools to determine future menu items
Trend - Restaurants are using artificial intelligence (AI) analytics and forecasting tools to determine demand for each menu item. These tools use restaurant-specific and market-wide data to determine future-facing consumer interests, helping determine menu item creation and sales numbers.
Workshop Question - How could your company leverage its data with AI to improve its existing and upcoming services?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Driven Loyalty
Brands are using social activism to drive consumer loyalty programs
Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.
Workshop Question - How can your brand integrate activism and charitable actions into your consumer loyalty program to drive customer loyalty and differentiate from competitors?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
CBT Apps
Health-based apps use cognitive behavioral therapy to support users
Trend - Cognitive behavioral therapy (CBT) is a technique that can treat everything from sleep to mental health issues, and brands are now adopting CBT into apps that aim to enhance mental and/or physical health. These apps offer more credibility than those that focus on general themes of wellness.
Workshop Question - How could your brand prioritize credibility in its product/service?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends