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FuturistU > Consumers > Unpacking Consumer Behavior > Module 1 / 5

Intro to Consumer Behavior & Trend Tensions

Instructor: Shelby Walsh
Unpacking Consumer Behavior
Download the Unpacking Consumer Behavior Trend Report
There are always dominant trends when it comes to changing consumer behaviors. However, we often see divergent trends emerging not too far behind. More often than not, opposing trends exist because of one another. Connected living is a massive trend, but digital distrust is also on the rise. We want to be eco-conscious, but we also don’t want to give up the conveniences disposable culture grants us. We champion authenticity, but then post highly edited versions of our life online.

At Trend Hunter, we have the privilege of speaking to some of the brightest minds globally in innovation and found that many have relied on divergence to help better identify whitespace opportunities. At Coke, they call this idea of divergent trends “trend tensions” – macro forces of change which could be geopolitical, opposing beliefs, technological changes or opposing consumer behaviors. This idea inspired this module today which will explore the tensions behind social circles, personal brand, and minds of consumers today.
Related Trend Report: Unpacking Consumer Behavior
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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
Smart Vase
Brands are creating vases with smart technology to enhance consumer experience
Trend - Smart vases are tech-enabled, advanced versions of traditional vases that incorporate various features and functionalities to enhance plant care and aesthetics. Smart vases can provide ambient lighting and automated watering and often integrate seamlessly with mobile apps for easy care.
Workshop Question - How can your brand leverage smart features to enhance non-smart products?
7.8
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
Rewarded Sustainability
Brands and institutions create reward programs for eco-friendly habits
Trend - Businesses and institutions are increasingly incentivizing sustainable consumer habits with programs that reward them when they make eco-conscious decisions. These programs are linked to everything from recycling to shopping.
Workshop Question - How could your brand make sustainable consumption easier for its customers?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reformed Routine
Social changes are influencing consumers to slow down and reassess their lives
Trend - More consumers in North America are adapting their priorities and routines to better align with their own happiness. This can involve consumers renouncing needlessly fast-paced lifestyles, quitting jobs in place of alternative opportunities, and generally focusing on their own happiness.
Workshop Question - How could your brand better align itself with its customers' or employees' values?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Private Socials
Emerging social media platforms are focusing on privacy
Trend - With criticisms around excessive social media use and the data-selling that goes along with it, some brands are releasing social media platforms with limited functions and privacy features that help protect users' data, while still enabling sharing between family and friends.
Workshop Question - How is your brand prioritizing the overall wellness of its customers?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Climate-Positive Initiative
More brands and institutions are prioritizing climate-positivity
Trend - Products, services and infrastructure that actually benefit the environment are currently rare--but some businesses and institutions are starting to prioritize climate-positive products, experiences and urban planning initiatives.
Workshop Question - How is your brand authentically prioritizing sustainability?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Updated Detox
Digital detoxing becomes more integral for wellness-minded consumers
Trend - As consumers are inundated with negative news, content and engagement online, some are seeing a greater need to prioritize digital detoxing. While the tools for digital detoxing remain the same, the need for it continues to grow as people's mental health suffers.
Workshop Question - How could your brand focus on its employees' or customers' wellbeing?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
CBD Roll
CBD-based pre-rolled joints help people quit cigarettes
Trend - The cannabis industry is now helping people quit nicotine with low-dose, CBD-based joints that imitate the comforting, ritual-based aspect of smoking cigarettes--without the health consequences.
Workshop Question - How is your brand branching out to best support its customer base?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Low-Waste Holiday
Seasonal products and trends are now prioritizing waste-reduction
Trend - The holiday season and the increased consumption it brings has an inevitable impact on the environment, and some brands are now trying to reduce this impact. Low or zero-waste initiatives that allow people to more sustainably celebrate the holidays are becoming popular.
Workshop Question - How is your brand prioritizing sustainability?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends