Future
Live From #TMRE13: 5 Game-Changing Trends that Will Drive Growth Today and in the Future
We are all shaped in change by the events of our lives. Over
the last 15 years, our world has experienced an incredible amount of fear,
anxiety and uncertainty. In our hyper-connected modern world, crisis has left
its significant mark directly and indirectly on consumers.
the last 15 years, our world has experienced an incredible amount of fear,
anxiety and uncertainty. In our hyper-connected modern world, crisis has left
its significant mark directly and indirectly on consumers.
These days, we are so connected that we cannot escape it,
which affects us deeply. Based on all of this fear and desperation, consumers
have emerged with a brand new perspective ' a sense of personal responsibility
with a commitment to lift themselves to a better place and control their
destiny. Because of this, there is more intent than ever before to take charge
of their finances, health, and even consumption choices to ensure good
experiences for themselves and their family.
which affects us deeply. Based on all of this fear and desperation, consumers
have emerged with a brand new perspective ' a sense of personal responsibility
with a commitment to lift themselves to a better place and control their
destiny. Because of this, there is more intent than ever before to take charge
of their finances, health, and even consumption choices to ensure good
experiences for themselves and their family.
At TMRE 2013 in Nashville this morning, Charles Vila, Vice
President, Consumer & Customer Insights, Campbell Soup Company, shared five
key game-changing trends that will drive growth today and in the future. These trends
include:
President, Consumer & Customer Insights, Campbell Soup Company, shared five
key game-changing trends that will drive growth today and in the future. These trends
include:
My ROI ' This trend speaks to how consumers
think about spending today. They are looking for the greatest return they can
get for their money. It is aided by access to information from technology and a
personal desire to pay only for experiences that are worth it for them. The bar
has been raised and market researchers now have to work harder.
think about spending today. They are looking for the greatest return they can
get for their money. It is aided by access to information from technology and a
personal desire to pay only for experiences that are worth it for them. The bar
has been raised and market researchers now have to work harder.
iHealth 3.0 '
This trend speaks to consumers evolving a relationship with health and
well-being. This has a firm focus on availability and success to sustained
behavioral change. There is pressure everywhere to hold down cost as it is
about taking control and care about me and mine and you for you and yours.
This trend speaks to consumers evolving a relationship with health and
well-being. This has a firm focus on availability and success to sustained
behavioral change. There is pressure everywhere to hold down cost as it is
about taking control and care about me and mine and you for you and yours.
Energy Management -
The demands of modern life are relentless. Consumers are always connected with competing
priorities and pressures ' it's no wonder we are all so cranky and tired.
Everybody is tired, nobody gets enough sleep. Energy in all of its forms is now
the most valued commodity in consumers lives ' ranked higher than money!
The demands of modern life are relentless. Consumers are always connected with competing
priorities and pressures ' it's no wonder we are all so cranky and tired.
Everybody is tired, nobody gets enough sleep. Energy in all of its forms is now
the most valued commodity in consumers lives ' ranked higher than money!
The Desire to Feel
Alive ' Consumers today are yearning to rebound from the past devastations and
the pressures and demands of everyday life to rediscover the joy of life.
People increasingly want an outlet for creativity, the chance to play, as well
as experience new sights, sounds, smells and textures. It is not about recklessness,
but instead about busting out of the daily grind, lightening up and just
enjoying themselves.
Alive ' Consumers today are yearning to rebound from the past devastations and
the pressures and demands of everyday life to rediscover the joy of life.
People increasingly want an outlet for creativity, the chance to play, as well
as experience new sights, sounds, smells and textures. It is not about recklessness,
but instead about busting out of the daily grind, lightening up and just
enjoying themselves.
Digital is Resetting
Expectations ' Social networks are becoming a dominant platform for how
people live their lives. They are now the new normal of communication,
expression and decision-making and absolutely integral to people's lives. In
fact, today kids are more likely to have a phone than a book.
Expectations ' Social networks are becoming a dominant platform for how
people live their lives. They are now the new normal of communication,
expression and decision-making and absolutely integral to people's lives. In
fact, today kids are more likely to have a phone than a book.
So, how can you, as a market researcher, help consumers
satisfy these wants and needs?
satisfy these wants and needs?
About the
Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc.
Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR's blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts. She previously worked at Technology Marketing Corporation as a
Web Editor where she covered breaking news and feature stories in the
technology industry. She can be reached at aciccatelli@iirusa.com. Follow
her at @AmandaCicc.