The consumer landscape is constantly evolving, driven by a series of social, technological, and environmental changes. The trend forecasting company utilizes a unique methodology to study consumer sentiments, identifying four key emotions that will shape the profiles of future consumers. These feelings are crucial for understanding the motivations behind purchasing decisions and provide valuable insights for companies' engagement strategies.
The first identified feeling is 'apprehension' - a reaction to the rapid pace of changes in society and technology. Consumers experience anxiety and anticipation in the face of rapid transformations, such as advancements in artificial intelligence. The merging of realities, driven by the development of the metaverse, also contributes to an accelerated perception of time. This group of consumers may demand solutions that offer stability and control in an ever-evolving environment.
The feeling of 'exhaustion' arises from the continuous overload of information, digital connections, and time spent on devices. The increase in mental disorders associated with this constant connectivity indicates the need for engagement strategies that address mental health and offer a less exhausting experience. The search for products and services that promote work-life balance is a trend for this group.
Consumers are adopting a mindset of 'realistic optimism,' acknowledging global challenges such as the COVID-19 pandemic and seeking practical solutions. This group values a balanced approach that confronts difficulties without ignoring reality. Engagement strategies that reflect this awareness of challenges and offer realistic solutions may resonate with this profile.
'Enchantment' is a feeling associated with the discovery of something powerful and inexplicable. With travel restrictions and the pandemic, consumers are exploring nearby locations and valuing authentic experiences. The search for products and services that provide fascination, admiration, and meaningful connections is on the rise. Companies can captivate this audience by offering authentic experiences and products that inspire enchantment.
Profiles of Future Consumers and Engagement Strategies
'Regulators' seek consistency and control after years of uncertainties. Effective engagement strategies include contactless commerce, such as the 'click-and-collect' model, and expansion into voice commerce and home commerce. These consumers value agility and practicality, seeking solutions that offer privacy and control in their lives.
'Connectors' question excessive productivity, seeking a balance between work and personal life. Shared consumption, co-living, and coworking services align with their preferences. Engagement strategies should include sustainable packaging, transparency in the production chain, and conscious approaches to cost per use.
'Memory Builders' seek simplicity and meaningful connections. Products and services focused on self-care, authentic experiences, and hobbies will be attractive. Engagement strategies should reflect a focus on the present and quality of life, offering solutions that promote emotional and physical well-being.
'Neo-Sensorialists' embrace technology and want to integrate it into their lives. Engagement strategies should include digital rewards, NFT-based partnerships, and presence in the metaverse. Adaptation to new payment methods, such as cryptocurrencies, will also be crucial to meeting the expectations of this group.
In 2024, understanding these sentiments and consumer profiles is essential for companies to adjust their engagement strategies and offer experiences that resonate with emerging needs and values. Innovation, sustainability, and awareness of consumer concerns will be key components for success in this ever-evolving landscape.
If your company seeks insights into consumer behavior to drive sustainable strategies, market research is a valuable tool. At ecmetrics, we are committed to assisting you on this journey, offering personalized research solutions to strengthen your approach. Together, we can build a greener and more prosperous future. Contact us
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