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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

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?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Psychedelic Retreat
Assisted psychedelic experiences are growing in popularity
Trend - Companies in the wellness sphere are offering legal, guided psychedelic experiences to help consumers mitigate and overcome common mental health illnesses. These retreats serve as sanctuaries that facilitate a healing environment.
Workshop Question - How is your company focusing on the consumer's wellbeing and mental health?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intimacy Apps
Sexual wellness platforms help educate and empower users
Trend - Platforms that help users learn more about sexual health and wellness, both mental and physical, are on the rise. These platforms offer a range of tools and resources that help consumers feel more confident when it comes to intimacy.
Workshop Question - What kind of digital community would your customers benefit from?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Immunity Waters
Enhanced waters are promising immune system-boosting benefits
Trend - Enhanced waters are now being adapted with ingredients that offer natural immune system protection. Products in this space are infused with vitamins, antioxidants, and other supplements that are used to protect customers' health.
Workshop Question - How could your brand better address preventative health and wellbeing?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alcohol Wellness
The alcohol industry takes inspiration from popular wellness practices
Trend - The continued popularity of the wellness (or self-care) industry in North America has resulted in alcohol brands now being inspired by various wellness practices. Products in this space include everything from electrolyte-infused beers to "mindfulness" wine branding.
Workshop Question - What popular industry could your brand realistically take inspiration from?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Custom Supplements
Brands arrange for customized vitamin and supplements for consumers
Trend - Health brands are prioritizing customization by offering supplements that are specific to individual customers' needs and preferences. These specifications occur in everything from branding to formulas.
Workshop Question - What change would help your brand better compete in its market?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Focused Platform
Mental health platforms focus on specific demographics, needs, or approaches
Trend - As more mental health-focused platforms become available, they're becoming increasingly targeted in who they cater to, and/or their approach to supporting users. Examples include everything from gender-specific platforms to ones that offer low-cost support.
Workshop Question - How is your brand prioritizing its customers' and employees wellbeing?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Marketed Wanderlust
Brands launch traveling campaigns to attract consumers as lockdowns lift
Trend - As COVID-19 restrictions begin to loosen worldwide, brands are enticing consumers to start traveling again through new campaigns. These marketing schemes emphasize adventure after many experienced over a year of restlessness.
Workshop Question - How can your brand offer services/products that meet consumers' desire for new experiences?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Specialty DTC
Consumers interested in specialty grocery goods do so through direct channels
Trend - Consumer groups with more disposable income, specifically Boomers and members of Generation X, have shown an increased interest in specialty grocery recently. Ordering these items through DTC channels allows access to these goods while adhering to the social distancing rules in many parts of the world.
Workshop Question - How can you position your product or service as more exclusive?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Financial Therapy
Companies are increasingly emphasizing the importance of financial wellness
Trend - Aware that consumers are often stressed for money—and this is especially true during the COVID-19 pandemic which has left many without a job and forced small businesses to permanently close—financial companies are emphasizing the need for wellness and mental health practices in their industry.
Workshop Question - How can your brand help alleviate consumer stress?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends