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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

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?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Consumer Marketplace
Brands are launching first-party storefronts to connect consumers to others
Trend - Brands across multiple industries are launching consumer-to-business-to-consumer (C2B2C) storefronts. C2B2C offers consumers discounts on products and enables consumers to sell unwanted products while the business handles transactions and verifies the quality of listed items.
Workshop Question - How might your brand benefit from connecting its consumers via an online marketplace or forum?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstruation Merchandising
Brands are launching empowering products that destigmatize menstruation
Trend - Gen Z-focused brands are launching menstruation-inspired products and campaigns that uplift and empower women, aiming to destigmatize menstruation through wholesome branding and marketing. This helps younger women take more pride in their bodies and not resent the menstruation process.
Workshop Question - How could your brand reimagine its marketing for younger audiences?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Probiotic Desserts
Ice creams and other dairy-based desserts are focusing on probiotics
Trend - Ice cream and similar desserts like gelato and frozen yogurt are now being made with an emphasis on their probiotic and prebiotic content. By incorporating live cultures into these desserts, brands are able to appeal to health-conscious consumers.
Workshop Question - How could your brand better cater to consumers' desire for balanced indulgence?
6
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?
5.3
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?
6.3
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?
6.6
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?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seafood Vending
Businesses offer vending machines with fresh seafood options
Trend - Vending machines that offer fresh food have become the norm, and businesses are now taking advantage of these machines by giving customers a no-contact option to purchase fresh seafood from them.
Workshop Question - How is your brand adjusting to customers' shifting priorities?
5.2
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?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends