Consumer behaviour forecasts for 2021

Here’s the new chance for a better future (BUILT BACK BETTER)

Today, consumers no longer necessarily see companies as profit-driven market players, but also expect of them caring and social responsibility, which is pointing towards a better future.
Companies have a responsibility to help rebuild a more sustainable world, shifting values from quantity to quality.

Back to nature despite the limits (OUTDOOR OASIS)

Many people have been trapped in their homes over the past year, valuing the freedom that nature and outdoor spaces offer.
Companies need to develop product development strategies that can create a peaceful rural atmosphere in an urban environment and provide the desired freedom.

Playing with time – How new flexibility is disrupting the agenda (PLAYING WITH TIME)

In the age of the home office, it is increasingly up to people’s creativity to manage their time so that they get everything done by the end of the day.
The market needs to offer options that make it easier for people to manage their time efficiently. This means in particular products and services that are available from home or can be found nearby.

The new wellness experience – A change of priority for safety and hygiene (SAFETY OBSESSED)

Fears of contamination have – understandably – driven up demand for hygiene products, and consumers’ demand has shifted towards contact-free solutions.
To minimise the exposure of customers, clients and even their own human workforce, market actors need to maintain enhanced security measures and come up with further innovative solutions.

Options are limited, but the need for convenience remains (CRAVING CONVENIENCE)

People long for the days before the epidemic, when things that were taken for granted were not forbidden. Although flexibility and spontaneity are increasingly absent from consumers’ daily lives – even simple activities like shopping or having a coffee with friends – they still long to go back to their pre-pandemic experiences.
Digitalisation, which has become even more pronounced in recent times, is forcing service providers to try to convert the experiences provided offline so far into the online space.
In the future, shoppers are likely to prefer merchants that focus on convenience and experience while maintaining security.
It is now particularly important to develop solutions that deliver the right customer experience on all sales channels.

The intertwining of the physical and digital world (PHYGITAL REALITY)

The new term (phygital reality) is a hybrid of the physical and digital worlds, which allows consumers to live their lives seamlessly, work, shop or relax both in person and online.
To do this, it is essential to be comfortable in both worlds and to find the interfaces in every situation.
In the future, companies must be able to integrate digital solutions into the “real world” in a way that does not disadvantage those who would rather stay at home.

Restlessness and rebellious nature – Civilians against political power (RESTLESS AND REBELLIOUS)

People are losing patience with misinformation and the lack of credible sources of information, and there is a collective mistrust of the leaders of countries.
At the same time, the role of companies is appreciated, as they can support consumers in obtaining information and having their voices heard through accurate and responsible marketing.

Confusion and self-awareness – Overcoming problems (SHAKEN AND STIRRED)

Restrictions and economic hardships have presented people with unprecedented challenges, putting their mental health and adaptability to test. And looking back on one a year, it is time to reassess and redefine themselves, striving for a more balanced life.
On the corporate side, products and services that promote mental wellbeing and resilience need to be provided to consumers. In addition, the confidence of consumers who have been disrupted by adverse circumstances must be (re)earned.

Saving before everything – Tuning onto the mindset of saving (THOUGHTFUL THRIFTERS)

A significant proportion of consumers are trying to spend less and more consciously in an uncertain economic climate. Many are now specifically looking for high value-added and health-conscious products and services, while of course keeping costs under control.

It follows that companies should move towards value for money products in certain segments, which they can support with communication activities. In the premium sector, products and services should be endowed with emotional features that express the company’s concern for the mental well-being and health of the customer.

Workplace reconsidered – Find the upside! (WORKPLACES IN NEW SPACES)

Working outside the office gained totally new meaning in 2020, and this is reflected in the way people dress, eat and use digital devices. This means not only convenience, of course, but also adaptation and lots of learning. Time management is one of the difficulties that many workers have encountered for the first time, as it is often really difficult to separate work and private life, especially when both are taking place in the same arena.
And what do they expect from companies? Guidance, services and products which help them maintain work-life balance and productivity. Together, they can take advantage of the benefits of teleworking, which helps to create the right working environment.