Abstract
Introduction
The Lifestage Complexity mega-trend reflects the concept that consumers are
making their way through life in a less predictable, clear cut fashion.
Lifestage events such as leaving home, beginning work, getting married, having
children are now longer a given, with consumers increasingly breaking from the
traditional order associated with these.
Scope of this research
- Detailed trend analysis outlining what constitutes ' value' for consumers
(trends are, after all, a reflection of what' s important to consumers)
- Global in focus, but also offers country-by-country and sector insights
thereby catering to top-line or more specific information needs
- Covers all major FMCG sectors, but also with applicability to wider
consumer goods audiences
- One of 10 dedicated mega-trend reports outlining the most important issues
shaping global consumers' buying behavior both now and in the future
Research and analysis highlights
Ideas of what constitutes the typical family are having to change. Units are
becoming smaller and more varied in structure. With this comes a
diversification of consumer needs, given the wider range of scenarios and
household dynamics at work. Consequently, the diversity of family models needs
to be reflected in marketing
The ' natural order' of lifestages has been challenged by consumers who aim to
satisfy their own individual wants rather than adhering to the status quo.
They feel that the traditional progression through life rushes decisions, and
consequently they are delaying some lifestages to focus on their particular
needs rather than societal conventions
Consumers are living longer, bringing about a fundamental shift in the Senior
lifestage. Seniors are no longer a monolithic group, now characterized by a
wide range of circumstances and needs. Changes such as delayed retirement and
"boomeranging" adult children are fundamental in changing attitudes and
consumption behaviors
Key reasons to purchase this research
- Understand the significance of the different age-aligned trends across
territories and FMCG sectors to help support market diversification plans
- Save time and gain maximal insight by using this ' one-stop-shop' resource
which offers a clear and up-to-date framework for understanding consumers
- Access data from two waves of global primary research to increase the
likelihood of being ' on-trend' with NPD and marketing activities
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