CONSCIOUS CONSUMERISM
The consumer grows self-conscious and has the power to change markets and companies through deciding where to spend its money. More healthy, sustainable, equal but still focussed on individual needs.
The rise of social sustainability
Good for the enviroment
Consumers rethink their consumption to minimise our ecological and social footprint as plastic pollution, CO2 emissions and working conditions. Growing eco-anxiety is shifting consumers toward sustainable product choices for a guilt-free shopping experience.
Proudly local
Good for my community
Consumers retreat from globalisation and hyper-consumption to support local communities by adopting local products and brands that are more authentic and represent individuality while reducing delivery times and ecological footprint.
Better for You
Good for my health; food / goods / ingredients etc.
Younger consumers drive the shift to more ethical consumption. From free-range meat to vegan skincare products. A new category of world positive brands will be delivering accessible, more healthy and environmentally friendly product alternatives.
The quest for value
Good for my wallet; quality, price & transparency
Individuals are taking it upon themselves to carry out their own research. Not only searching for cheaper options but also willing to invest in quality and durability. Driven by transparency - the power of reviews and referrals - consumers no longer take marketing at face value.
New forms of luxury
Good for me; mass consumption making way for experiences and simplicity
Consumers in developed markets focus less on consumption to gain material possessions and more on mood-boosting or even life-changing experiences. By narrowing down the multitude of choices in our lives, it becomes more simple but more fulfilling.