Table of Contents
OVERVIEW
INTRODUCTION: THE IMPORTANCE OF TREND-TRACKING
- Tracking consumer mega-trends is fundamental to long-term success
- Trend-tracking insight 1: mega-trends can be classified in two ways
according to desirable benefits and societal complexities
- Trend-tracking insight 2: trends are aligned with pre-existing, but
evolving human values, attitudes, needs and behaviors
- Trend-tracking insight 3: mega-trends can be broken down into trends and
sub-trends highlighting that trend frameworks provide structure and clarity
at a time of ' information overload'
- Trend-tracking insight 4: manufacturers, retailers and
researchers/futurologists perpetuate trends
- Trend-tracking insight 5: adopting a broader, global perspective to
trend-tracking facilitates better decision making by overcoming ' category
myopia'
- Trend-tracking insight 6: trends have longer-term implications than fads
and can be categorized by evolvement
- Trend-tracking insight 7: for every trend there is a ' counter-trend'
while ' trend-crossover' is also and important phenomena
- Takeouts and implications: a trend framework boosts the quality and
frequency of insight generation ensuring maximum return from the broader
market research processes in place
THE FUTURE DECODED: DECIPERING THE LIFESTAGE COMPLEXITY MEGA-TREND
- MEGA-TREND SYNOPSIS: Consumers' lifestages are becoming less clear cut and
predictable
- TREND: Modern household structures continue to diversify away from
traditional models
- SUB-TREND: Average household sizes have declined as the nuclear family
concept fragments
- Key takeouts and implications: the fragmentation of traditional concepts
of the household opens up new opportunities for marketers
- SUB-TREND: Multi-generational living persists as a countertrend to
shrinking household sizes
- Key takeouts and implications: multi-generational families show the
continuing importance of traditional household structures and pragmatism in
responding to the social and economic challenges of modern life
- SUB-TREND: Empty nesters are growing in number
- Key takeouts and implications: Marketers can help new Empty Nesters make
the transition from active parenting to new independence
- SUB-TREND: Boomerang children / home-bounding children are becoming more
common
- Key takeouts and implications: Boomeranging behavior among the young can
have positive connotations but reflects current challenges in establishing
independence early in life
- TREND: Consumers' priorities as they move through life are changing and
diversifying
- SUB-TREND: Consumers are delaying the responsibility of marriage and
children
- Key takeouts and implications: consumers are reprioritizing their
lifestages, pushing back on getting married and having children
- SUB-TREND: Career paths are becoming more complex
- Key takeouts and implications: few consumers have the desire to work in
the same job uninterrupted throughout their whole lives
- TREND: The Seniors lifestage is extending and encompassing a wider range
of scenarios
- SUB-TREND: Populations are aging and life expectancies expanding
- Key takeouts and implications: the aging of the population is a
long-term trend that will continue long into the future
- SUB-TREND: The senior lifestage is characterized by a wider range of
attitudes and circumstances
- Key takeouts and implications: Senior consumers are becoming more
technologically and culturally savvy, and are particularly reluctant to
think of themselves as ' old'
- SUB-TREND: Delayed and phased retirement will rise
- Key takeouts and implications: consumers are working until they are
older in order to support themselves later in life
APPENDIX
- Definitions
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
FIGURES
- Figure: Datamonitor' s mega-trends are having a long-term and substantive
impact on the marketing landscape and can be grouped into two categories
- Figure: Consumer behavior and the innovations targeting it inevitably fit
into a ' trend hierarchy'
- Figure: Trend tracking can be a source of (comparative) competitive
analysis
- Figure: Datamonitor' s mega-trend framework helps set the agenda for the
specific topics covered in the New Consumer Insight (NCI) research stream
- Figure: Trend development is dictated by both ' consumer pull' and
' manufacturer push' and Datamonitor offers the intelligence tools to
capitalize on this reaity
- Figure: In a consumerist global culture, the broad consumption
spheres/segments transcend borders
- Figure: Several factors distinguish a trend from a fad
- Figure: Consumers are not necessarily living their lives in the same way
as those from previous generations
- Figure: Lifestage complexity is brought about by a number of conflicting
drivers and inhibitors
- Figure: Household structures are changing as illustrated by the decline of
the nuclear household
- Figure: The expanded family status lifecycle model reflects the trend of
complexing lifestages and drives the diversification of modern households
- Figure: The average number of occupants per household around the world is
flat or showing gradual decline over time
- Figure: The growth of single person households is expected to decrease
slightly in Europe in the lead up to 2014 as people look for the most
cost-effective forms of dwelling
- Figure: Economic circumstances are slowing the growth in single person
households in the Americas, particularly in the US
- Figure: Growth in the percentage of single person households is most
apparent in China and Korea within Asia Pacific as consumers seek enhanced
independence
- Figure: The cultural dominance and practicality of multi-generational
living means only a small percentage of households in Saudi Arabia and the UAE
are single person households
- Figure: Numerous factors both economic and social have resulted in an
increase in the number of multi-generational households worldwide
- Figure: The Swedish have the lowest toleration for consumers in their late
20s living in the parental home
- Figure: Consumers of all ages in the Americas have comparably favorable
views of children remaining in the family home until their late-20s
- Figure: Asian family-oriented culture influences the positive views
towards twenty-somethings living at home
- Figure: Consumers are changing their priorities and therefore altering how
their lifestages play out
- Figure: In the US, marriage rates are continually decreasing, which also
has a knock-on effect on divorce rates
- Figure: Websites are dedicated to providing consumers interested in career
breaks with a wealth of information and recommendations about the decision
- Figure: There are a number of social implications that are occurring
within the Senior lifestage category
- Figure: Seniors are making up an increasing proportion of the global
population
- Figure: Life expectancy is particularly high in Europe but growing fastest
in Asia Pacific
- Figure: The aging population means that the prevalence of age-related
conditions such as osteoporosis is set to rise
- Figure: Much is being made of society getting older
- Figure: The Baby Boomer generation are generally embracing technology and
seek enjoyment out of life
- Figure: Rising retirement ages is bucking a strong historical trend
- Figure: There are differences between consumer values and attitudes
|
Related Report
|
View Cart
