- Total Wellbeing: Consumers are treating their bodies like an ecosystem and seeking solutions that complement their personal health and evolving needs.
- Challenge Accepted: A growing momentum to take on new challenges is driving consumers to reach new heights and uncover new passions.
- Rethink Plastic: While not inherently bad, the throwaway use of plastic is driving consumers to review their own behaviors to prevent plastic pollution.
- On Display: Consumers and brands are becoming more aware that they have a digital persona to nurture and grow, creating tension as everyone fights for attention and nobody is safe from scrutiny.
- Social Isolation: Constant digital connectivity, where physical interactions are replaced with digital updates, can increase feelings of loneliness, social isolation and depression, creating a demand for products and services that help consumers learn to disconnect.
- Redefining Adulthood: The concept of what it means to be an adult has changed beyond recognition and consumers are adapting to lives that don’t fit the mold.
According to Gabrielle Lieberman, director of Trends & Social Media Research Americas, said in regard to wellbeing: “In 2019 and beyond, growing consumer curiosity with the microbiome shows no signs of abating. From gut-friendly fermented foods to probiotic skin care, consumers will demand products that balance and boost the natural bacteria found in and on the body. In fact, 38% of US skincare buyers would be interested in trying probiotics as a skincare ingredient.”
“Consumers are looking externally to their surroundings and internally towards their physical and mental wellbeing, expecting holistic approaches to wellness. Developments in health monitoring, such as skin sensors or ingestible capsules, will satisfy consumers’ demand for this personalized approach, while also building on scientific research in these emerging fields.”
"As appetites for adventure grow, consumers are becoming more willing than ever to expand their comfort zones and push themselves to the limit with new experiences, and use social media to compete with and offer inspiration to their peers.”
“Social media inspiration is blurring the line between reality and #lifegoals, opening consumers up to a whole new world. In fact, one third (32%) of Canadian consumers who have attended a live event say they learn about live events from social media. It may be fueling a love of adventure, but social media is not without its pitfalls and in the years to come, companies and brands should proceed with caution.”
“When it comes to recycling, well-meaning consumers are desperate to do the right thing but often simply don’t know how or where to start. As consumers continue to challenge brands over the perils of plastic waste, the development of recyclable products and packaging that are convenient for consumers to separate will be critical. But equally as important will be creating incentives and initiatives; in Brazil, nearly half (46%) of middle class consumers (C12 socioeconomic group) would like to exchange empty packages/used products for a discount on future purchases.”
“Consumers and brands have come to accept and nurture their digital personas, perfectly curating their online identities. But even among the most carefully crafted feeds, one misguided post can lead to intense scrutiny and public backlash. In the US, 16% of Hispanic social media users have boycotted brands based on things they learned on social media.”
“Now more than ever, it’s crucial for companies and brands to have social media strategies in place and to train employees about company morals and etiquette, so that when (not if) they are faced with a sensitive issue, they know how to handle it in a timely way. While it is important to balance the cycle of ‘negative exposure’ by sharing good, positive stories, it’s equally important to promote critical thinking and dissent. This will help brands align with consumers’ defiant side and break through their filter bubbles,” she concluded.