Increased dependence on technology, new identity concepts, a demand for real experiences and an increase in consumer assessment are some of the highest priorities for consumers in the next 10 years, according to Dentsu Consumer Vision 2030: The Age of Inclusive Intelligence, a futuristic study by the global marketing services group Dentsu International.
Based on in-depth interviews with world-renowned futurists, academics, writers and experts along with several proprietary consumer surveys from more than 20 countries, the study shows how consumer behavior transforms with the pandemic and beyond.
“Dentsu’s study gives us an insight into how the consumer landscape will develop, and in return how brands can easily create loyalty. These trends are not only focused on brand survival, but equip brands with long-term vision as they navigate the next 10 years, ”shares JC Catibog, CEO of Dentsu Philippines.
Out of the 12 global trends in the survey, Dentsu highlighted eight key trends that are most relevant to the Philippines.
Under “Every brand is a health brand”, the study shows that ensuring long-term health will be the highest priority for consumers in any purchasing decision in the next decade.
As security issues remain, people will take advantage of technology to promote human connection despite distance. “Tech Togetherness” explores how immersive virtual technology will transform how people interact with each other, making online communication feel as real as it is personal.
“Virtual Sets the Standard” shows how society’s quarantine promotes an appetite for eSports and virtual gaming even more.
Similarly, the study finds that the unprecedented growth in e-commerce makes room for a “Rise of the Titan Brands” where online retailers will increase in size and scope while consumers depend on them for all their lifestyle needs.
These needs include caring for the planet, as the “Acclimatize Now” trend highlights consumers’ growing concern about the environmental impact of brands and their response to climate change.
This movement of consumer activism is repeated in “Kaleido-dentity”, which reveals consumers’ belief that advertising and media still do not accurately represent reality in terms of diversity and identity.
Meanwhile, the trend of “5-star citizens” indicates that in about 10 years it will be standard practice for brands and governments to rate their consumers and citizens. Businesses will increasingly use a reward and penal system based on their consumer behavior to determine access to transportation, accommodation, and the quality of the goods they can purchase. At the same time, these assessments can determine how citizens can access exclusive and public services.
As many aspects of consumers’ lives become more and more dependent on technology, “Human Dividend” emphasizes that consumers place a premium on human interaction. An increasing need for “real” experiences can translate into more people taking active breaks away from technology for the next five to ten years.
Dentsu’s launch of Consumer Vision 2030 brought different perspectives and expert third-party insights into how brands can respond to these trends in the coming years.
Guest panelists include: Bea Evardone, CEO of the Republiq Group of Companies, known for her distinctive work in marketing to VisMin consumers; Ralph Aligada, Vice President of Gariath Concepts, a leading organizer of eSports and gaming events in the country; Dr. Beverly Ho, director of health promotion at the Department of Health, where she plays an important role in information campaigns in the government’s COVID-19 response; and Ash Presto, an instructor and sociologist from the University of the Philippines known for his academic and civil advocacy.
With these teachings, Catibog hopes to help guide brands in meaningful progress by developing “inclusive intelligence” – where they incorporate new views, values and behaviors as they engage and build lasting relationships with Filipino consumers.
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