5 big consumer trends
Info Journey
Consumers require 360 degree information
Modern day consumers have a thirst for increased knowledge; information flow and accessibility to the world via the internet has meant consumers have the information they crave. Consumers are becoming increasingly aware of the world that surrounds them and require more information to make more informed judgement and decisions.
Baby Boomers in particular seek further intelligence, in order to stay ahead of the 'info-lusting' Generation X&Y. A breed of modern consumer that has been drip-fed information since birth, and has grown-up in an era where 'questioning' is the norm and where the availability of data to discard legislation and seek alternative arguments freely accessible.
Pro-active knowledge seeking is growing and will has begun to give society a stronger more informed voice
The reality surrounding questioning is a search for truth by consumers. The internet has broken down barriers and enabled forward thinking consumers the opportunity to seek information, share views, raise queries and gain support. This search for truth is driving the need for knowledge, with knowledge consumers gain confidence, with confidence consumers gain power.
Governments, businesses and the media are in a pressure pot, whereby consumers would once fall into line, modern society has access to the relevant information to make an informed alliance and make a stand. Pro-active knowledge seeking is growing and will has begun to give society a stronger more informed voice.
One spin of this consumer trend is the desire for consumers to be not only informed but guided; the one negative to the 'info lusting' consumers thirst for more is that 'information overload' quickly creeps in and consumers become confused. Too much 'choice' requires filtering; consumers now seek 'instant info gratification', the search for more detailed information, and informed perspective, increased advice and service, somebody to make a choice for them based on their criteria for the cheapest, the quickest, the healthiest, the smartest and so on. Products and services have begun to offer 'smart info' and this will begin to extend beyond consumer goods to real hard facts.
*Note this is an extract, for more new consumer and lifestyle trends see the all new liquidrock 'Future Footprints' report, available from April 2007