Consumer Trends

Six Trends That Will Shape Consumer Behavior This Year

This article is by Hazel Barkworth, Cultural Insights Project Director, Added Value.

2014 looks set to be a year of demanding more. When we look at the small cultural shifts that beckon change–the emerging behaviours that are just reaching the mainstream–it seems that consumers are going to expect more than ever. The Cultural Insight team at Added Value recently conducted research to determine the 2014 global trends as defined by culture. Here are the top six trends that will shape consumer behavior in 2014:

Trends 5 and 6 are directly related to our product and brand: 

5. Mindfulness. In a world full of buzz and surface interactions, people are seeking more depth and meaning. They are craving time away from the stimulus of the internet, making their leisure time more about self-development, and taking their own ethical responsibilities seriously.

This intensity can also come from a very different angle, in the form of mindfulness. In a world full of buzz and surface interactions, people are seeking more depth and meaning. Leisure is becoming as much about self-development as pleasure-seeking, and there is a growing sense of earnestness, consideration and thoughtfulness. People are craving time away from the stimulus of the internet, and are severing their connection to technology. People are also becoming increasingly aware of the ethical impact of their everyday lives. They are encouraged to think about–and take responsibility for–the ethical status of the things they do, buy and support.

6. Super-personalized. Personalization has been taken out of the hands and tastes of consumers. This is not just bespoke you select – it is also bespoke that selects you. Advances in technology mean that products are able to read consumers and give them what they want – sometimes without even being asked.

The cultural shifts we are witnessing show a move towards the wholehearted and intense. People want all aspects of their lives to be rich and full. These trends give us a clear sense of where culture is heading, and brands this year will have to work hard to meet consumers’ demands and expectations. Nothing should be done by halves.