How trends work
Eight megatrends impacting South African consumer behaviour in 2013
Added Value, 2013
Understanding how trends work enables marketers and brand custodians to differentiate between short-term fads and trends, the latter having potential to impact long-term consumer behaviour. Megatrends take years and even decades to evolve, and tend to manifest in a number of microtrends – that is, emerging and niche behavioural changes – over the years. Added Value’s South African cultural insight and semiotics specialist, Dr Inka Crosswaite, identifies those megatrends that are having a profound impact on society locally, and suggests how they and the microtrends that follow in their wake will shape society and brands in the years ahead.
Changing the future
The Futures Company, 2012
Women represent just under half the global population and are the fastest growing group of consumers worldwide. Yet analyses of their role in society are often one-dimensional and linear. Usually, the examination focuses on how social and economic conditions exert changes on women’s roles and identities. This paper inverts that perspective by exploring how women act as catalysts for fundamental changes, which are shaping not just their own world, but everybody’s world.
Also in Consumer Insights
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In this Future Perspective, The Futures Company examines the arguments and outlines the ways in which businesses need to change their thinking if they are to succeed in a low-growth world.
Digital technology and the online environment have altered consumer behaviour - including the way people interact with and shop for brands. However, these changes are happening at different rates in diverse regions. Even within Europe, it is all too easy for marketers to fall victim to lazy pan-continental targeting.
The Futures Company, 2012
Latin America remains a complex continent and global businesses will need to think locally if they want to succeed, rather than trying to impose generic business models on their Latin American operating companies.
This survey aims to better understand the internal and external factors that drive valuation & financial competitiveness.
MEC and CIC, 2012
The third in a series of reports which aim to provide direction, and be a springboard to inspire marketers to come up with new business models, products/services and experiences to meet the needs of the evolving consumers.