Gender Fluid

Consumers are looking for new interpretations of inclusion, yearning for opportunities to experience gender as a path of discovery and self-expression. Having said that, what is gender fluid? Neutrality eliminates references to a certain gender, but fluency is a multidimensional form of expression that avoids  being categorized as a fixed identity. Currently, brands and retailers…

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Food & Drink Personas 2023

The new profiles of food and drink consumers have changed. After having dealt with an uncertain future, each of them has a set of values and priorities which are motivated by new energy and purpose. We start with the collective visionaries. They are  activists, using the power of community and networking to generate change, whilst…

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Meal Kits: A New Trend

 Meal kits are one of the trendy categories that have sprung up during the Covid-19 lockdown. Global restaurants closures and stay-at-home orders have driven consumers to seek new and convenient ways to eat at home. Since the pandemic began, the share of the US population that uses meal kits has risen from 5% to 7%,…

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The New Influencers

Gone are the golden days of the Influencers, when posts announcing a cream or wearing the latest brand name tended to get much more likes. With the democratization of social networks, today’s consumer is looking for more realistic, motivational, and rigorous content to fight against fake news, excessive consumerism, and other such falsehoods. It is…

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The New consumers profiles 2021

According to the "Consumer of the Future 2023" study by WGSN, new consumer profiles have changed. The pandemic has brought emotions to the forefront. Companies that can identify these emotions will be able to connect with their consumers in a more intimate and effective way. Let's start with the Forward-Thinking consumer. They need to have everything under control, which makes them take refuge in nostalgia…

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Christmas Covid

Christmas is threatened by the pandemic: consumers have changed the way they consume, and the plans that were made year by year are left behind, meaning that this time will be largely spent with family rather than friends. The pandemic is having an impact on consumer spending. According to Mintel's COVID-19 Tracker, a quarter of…

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New Purchasing Criteria

Much has changed in our buying habits since the advent of mass technology in our daily lives. Previous generations weighed up their purchasing decisions based on principles such as price and brand quality, also considering the word of mouth and planning their purchases discreetly. Today, the consumer is constantly connected, developing new opinions and beliefs…

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Catapulted Into JOMO- A New Way of Life in COVID-19

The world was hurtling forward at breakneck speed when we were all thrown off by a virus. Remember snippets from our pre-COVID-19 life? Nodding to our chattering kids while scrolling through our Instagram feeds, having coffee with one friend while texting another one, constantly reaching for the phone to check if we had missed out…

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Brand-Landscape Post Coronavirus

The COVID-19 outbreak has made sure that whatever brands had planned for the year 2020 is put on a back-burner and a complete stop. This unprecedented health crisis has reshaped everyone’s idea of what this year would be all about. Sooner or later though, there will come a time when the smoke lifts and we…

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Online Consumer Communities: A Win-Win for All

The beauty of branded communities, when done well, is that they create a unique space for consumers to express their thoughts, exchange ideas and educate themselves about the brand’s products and services, in a conducive environment. Branded communities are not about creating a need for the product or perpetuating a “brand-to-consumer” like feeling. In fact,…

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How Brands are Capitalising on the Cryptocurrency Trend

The rise of cryptocurrency in the recent years has bought in a new phase - brands are lapping this up as an opportunity to launch their own brand coins rewarding consumers for loyalty and incentivizing them in a way that redefines the meaning of delivering value like never before. According to a blockchain survey by…

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How Brands can Help Battle Consumer Burnout

The always-on lifestyle comes at a cost. This need to constantly be on fire, be it personally or professionally is causing consumers to experience a new state of depleted physical and mental resources. The Burnout. Burnout is the main cause of a wide number of diseases and why people are leaving companies, changing jobs and…

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