Recent years have accentuated the value of trends. The pandemic has highlighted the need for a strong consumer knowledge base, a kind of "guiding light" to adapt to unpredictable times. Given the constant change, most consumers are carried away by the hope of a better tomorrow. Optimism is giving way to a more cautious attitude about the future.
GfK follows every step of the market and consumers and through the GfK Consumer Life study makes a detailed analysis of what can be expected from this public in the coming years, taking into account everything that has happened in recent years. "The crises do not erase pre-existing trends, but influence new trajectories, and cultural and social transformations help brands to reinvent themselves for the new future and it must be taken into account that in five years, the great purchasing power will be in the hands of Generation Z," said Felipe Mendes, General Director of GfK for Latin America.
In this context, the GfK Consumer Life study points to three major trends that must be taken into account when making decisions for brands:
#1 – Security: Leading global trends since before 2020, security is something consumers are looking for not only in relation to their health and well-being, but also in relation to virtual and physical threats.
#2 – Ecological Awareness: Just coming to second place in consumer behavior trends, ecological awareness is increasingly linked to the perception that the climate changes that are taking place are very serious. This is what 71% of the world population believes.
#3 – Conscious consumption: After the pandemic, consumers became more demanding in the search for high-quality products and services in line with their needs.
These trends go hand in hand with changes in society's values and also have a direct impact on our way of consuming. Brands that are connected to their audience know that understanding the values that underpin each generation can help define innovations, messages, and even the portfolio of products and services.