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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
Jeremy Gutsche Keynote Speaker

Insights by Trend Hunter AI

Tech Privacy
Mainstream technology brands are prioritizing consumer's data privacy
Trend - Data privacy and control are at the forefront of many people's attention, and technology brands are now catering to consumers' desire for privacy when it comes to their personal information. As a result, these companies are changing their policies and launching new initiatives to help ensure this information is not unknowingly profited from.
Workshop Question - How could your brand better ensure privacy for its customers?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Remote Guidance
The rise of "digital nomads" has led to products and services in this space
Trend - With the COVID-19 pandemic making remote work increasingly common, more consumers have found themselves with greater independence with where they can travel and live. Brands are seeing opportunities within this "digital nomad" industry and are offering products and services that enhance this lifestyle.
Workshop Question - How is your brand offering flexibility to its employees or customers?
6.7
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?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Label
AI technology is being employed in packaging and label design to improve experience
Trend - Brands are embracing artificial intelligence in packaging more boldly, with the hopes of improving the consumer experience through convenience, authenticity, accessibility, and trust. The implementation of such technology in this sector enables fluid storytelling and even self-translating capabilities.
Workshop Question - How can your brand strengthen transparency and accessibility in packaging?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Carbon Negative
Brands committed to the environment aim for carbon-negative production
Trend - Carbon-negative production is on the rise as brands look to stand out in a sea of others claiming that they're friendly to the environment. These brands aim to actually contribute more to carbon-offsetting than they produce, rather than simply aiming for carbon-neutrality.
Workshop Question - How is your brand shownig its commitment to environmental and/or social issues?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Escape
Opportunities for creative presentation are abundant in virtual environments
Trend - The online environment breaks the boundaries of aesthetic imagination, enabling the existence of various compositions and ethereal landscapes that would otherwise be impossible. As retail brands are pivoting to an all-digital strategy due to COVID-19, many are embracing these advantages.
Workshop Question - How can your brand enhance its digital presence during COVID-19?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Habit-Forming
Habit-forming apps help consumers reach and maintain their personal goals
Trend - Apps are helping consumers stay on track with their personal goals by helping them form and build good habits over time. These habit-building apps range in purpose, and can be used for anything from physical fitness to achieving professional goals.
Workshop Question - How could your brand help empower its customers?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tech Fatigue
Brands are introducing special features and products to battle burn-out
Trend - As the strict rules imposed because of the COVID-19 pandemic persist, companies are attempting to answer consumer worries about tech fatigue. This comes in the form of special built-in features on meeting platforms or concrete products that limit stimuli.
Workshop Question - How might you battle screen fatigue for consumers?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Entrepreneurial Push
More individuals are embarking on the path of entrepreneuriship amid COVID-19
Trend - Businesses are launching campaigns and resources that are meant to support individuals who are interested in becoming entrepreneurs during the COVID-19 pandemic. These activations offer important information and coaching for starting one's own business.
Workshop Question - How might your brand support budding entrepreneurs?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neutral Beverage
Beverage brands prioritize carbon-neutral or negative production
Trend - Brands in the beverage space are re-shifting production processes to reduce their impact on the environment--aiming for carbon-neutral or negative outputs. Brands attempting this include everything from water to alcohol beverages.
Workshop Question - How is your brand prioritizing reducing its carbon output, or impact on the environment in general?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends