Global consumption trends

Global consumption trends

1. Rebuilding for the better

   • Covid-19
   • Climate change
   • Consumers focus on health and care
   • 69% of professionals expect consumers to worry about purchases
   • In 2020, 73% of professionals considered that sustainability initiatives were critical to success
   • Consumers expect brands to keep acting with a purpose beyond the pandemic
   • Consumers will take social affairs and environmental more seriously

2. Yearning for convenience

   • Consumers miss the convenience of the pre-pandemic world
   • Businesses are under pressure to quickly adapt their operations to develop a resilient consumer experience and keep the convenience
   • COVID-19 reduced impulse purchases and forced planning any visit
   • The pandemic accelerated the adoption of digital channels
   • Digital commerce provides a seamless experience
   • 68% of consumers over 60 prefer talk to real advisers
   • COVID-19 Overloaded Customer Service and Causes Delivery Delays
   • QR code operation

3. Outdoor oasis

   • Health risks have driven Consumers to turn to the Outdoor Oasis in search of entertainment and recreation
   • Businesses have incorporated advanced health measures
   • Companies must develop a strategy for the development of products that incorporate the tranquility of rural life to meet people's needs.
   • 64% of professionals think that work from home will be a long-term change
   • The consumers still want to experience human interaction
   • As remote work becomes the new normality, rural communities are less polluted
   • 52% of consumers traveled five or more days a week at the beginning of 2020

4. Phygital reality

   • Digital tools allow customers to stay connected while at home and re-enter the outside world
   • Phygital Reality is a hybrid between the physical and virtual worlds in which consumers can live, work, shop and play
   • Bring virtual experiences at home
   • At home or abroad, the digital world affects daily life
   • 87% of consumers have a smartphone
   • Smartphones are being used to facilitate the application of secure protocols in physical spaces
   • USD15.8 billion in global sales of personal accessories were made in e-commerce in 2020
   • Businesses are offering new products with delivery at home and services for virtual consumption
   • Businesses can develop a Reality strategy phygital using applications that facilitate experiences virtual machines online and partnering with technology providers

5. Playing with time

   • Consumers can and are now being forced to be more creative with their time to get everything they need done
   • Companies must provide solutions that address the consumer's desire to maximize their time, offering them greater flexibility
   • 51% of consumers chose “time to myself” among their top three life priorities
   • Setting limits becomes imperative when most of the occasions have moved home
   • Consumers have the ability to develop different activities throughout the day
   • Developing a culture of 24-hour service enables businesses define and develop offerings around consumer schedules
   • Virtual services offer consumers experiences in their own homes and in their own time
   • Businesses must be mindful of how customers use their time to better position their current products and services and develop new solutions.

6. Restless and rebellious

   • Consumers are fed up
   • The bias and misinformation is causing a crisis of confidence
   • A more precise marketing in social networks and platforms entertainment that can give consumers a voice
   • 29% of consumers are actively involved in political and social issues
   • People are more skeptical of the government and the politicians
   • Only 17% of Americans say they trust in government
   • Youth feel especially disconnected from the political system and believe that those in power do not care to represent them
   • 34% of consumers play games of online video at least weekly
   • Social media continues to be a field battle between information and misinformation
   • Businesses and social networks must work together to ensure that accurate and relevant information is shared or they will risk of losing customer trust and credibility

7. Obsessed with security

   • The Safety Obsessed trend represents the new wellness-oriented movement
   • Fear of infection and increased health awareness has driven demand for hygiene products and pushed consumers toward non-contact solutions to avoid exposure.
   • companies must implement better security measures and innovations that address their concerns
   • Less contact, more hygiene
   • Any point of contact in public can become in a source of infection
   • Washing your hands more frequently and wearing masks are today normalized habits
   • 20% of consumers use mobile systems paid daily
   • Consumers are looking for devices antivirus and hygiene products
   • Hygiene products have been the main beneficiaries by the trend obsessed with security
   • Safety and health will continue to guide behavior consumer

8. Shaken and scrambled

   • The global pandemic reshaped our daily lives, testing our mental resilience
   • Consumers now have a new understanding of themselves and their place in the world
   • Businesses must provide products and services that support mental resilience and well-being
   • Mental well-being has become a priority for consumers
   • The pandemic brought with it new stressors, including health risks
   • Consumers now understand that treating stress symptoms does not address the root cause
   • 73% of consumers rate depression and mental health as a condition with a moderate to severe impact on their daily life
   • Consumers have been shaken and scrambled
   • Companies that offer digital products and services are better equipped to assist individuals of the Shaken and Scrambled trend
   • Global sales of toys and games related to hobbies fell between 2014 and 2019
   • As consumers look for products that allow them to develop special skills
   • Consumers are turning to comforts like children's snacks for immediate stress relief
   • 70% of professionals predict that a greater focus on lifestyle will have a big impact after the pandemic subsides
   • The rapid changes of 2020 will leave lasting scars
   • Consumers will continue to seek holistic rather than topical solutions to maintain mental health

9. Thoughtful savers

   • Consumers are careful and measured
   • Thoughtful Savers prioritize value-added, health-oriented products and services
   • Companies must have proposals that show good value for money
   • Economic uncertainty drives moderation
   • 49% of consumers wanted to save more on the next 12 months to the beginning of 2020
   • Lower consumer confidence, coupled with inadequate fiscal and monetary stimuli, will lead thoughtful Savers to watch their budget
   • Pessimism is greatest among millennials and Gen Z because the global financial crisis of 2008 occurred when they were starting their careers
   • Financial insecurity will postpone expensive purchases and discretionary products will be the victims of the pandemic
   • 10% growth in the sale of discount retailers such as Aldi and Lidl from 2019 to 2020
   • Buying now and paying later is a beneficial option for financially cautious Thoughtful savers
   • Limited availability revenue also benefits from discount retail formats
   • The economic environment will continue to influence consumer spending
   • A locally designed, information-based focused promotional plan will improve return on investment

10. New workspaces

    • Outside the office took on a new meaning in 2020
    • New workspaces have had an expansive effect on consumers' lives
    • Consumers are looking for new ways to define the start and end of their work days as they struggle to manage their time.
    • Businesses must support work-life balance and productivity and communication needs
    • Redefined balance between life and work
    • 52% of consumers have a strict boundary between work (or school) and personal life
    • Workplaces also affect where and how consumers shop around their work hours.
    • Some consumers appreciate the additional time gained by not having to travel
    • USD314 billion in sportswear sales in 2020
    • Sportswear sales are expected to decline globally at nearly half the rate of the general apparel and footwear industry in 2020
    • Businesses are also offering a compact, multifunctional computer that allows home space to be adapted to become an office.
    • The defining characteristics of an office must be redesigned as a space for remote connection and collaborationñadas como espacio para la conexión y colaboración remota