The 2020 has been every trend watcher’s near-mythical time horizon. Now, we’re about to live it.
Point is, new challenges – and huge new opportunities – are ahead. So here are few key emerging consumer trends to supercharge your planning. Each one is a powerful opportunity to build new products, services, campaigns, brands and more that people will love this year and beyond.
Why the future of social is meaningful connections???
This 2020, consumers will seek an antidote to vast and toxic online communities and social media platforms. They’ll embrace smaller and more intimate digital spaces that facilitate respectful and meaningful connections, let them interact with like-minded peers and allow them to truly be themselves.
What’s driving this? In brief:
There's an evidence that mainstream social media is often a toxic morass of bullying and harassment is now impossible to ignore. Put it all together, and 2020 is the year that the search for a new kind of social achieves lift off. The only question is: will you be involved?
Smart brands rush to help those burned by the pressures of modern life.
Constant pressure to be on fire all the time – personally and professionally – is causing many to burn through their mental and physical reserves. Amid a growing focus on wellbeing, individuals are confronting the impact of always-on lifestyles. This 2020, those consumers will look to brands to help them battle THE BURNOUT.
That’s where an on-demand culture, in which self-appointed gurus sell the #hustle as a lifestyle and corporate icons champion a 966 work schedule, has brought us.
Taking action is the right thing to do, and a huge opportunity for innovation. An opportunity to serve consumers. And to change yourself from the inside out.
Get ready for a future in which the mental wellbeing of your employees is just as important as your supply chain.
As your environmental footprint. As your mission. Put simply: the best organisations will recognise this new reality, and reorientate their internal culture around it.
Hi, I'm Cheche... I love fashion, travel and enjoying life. I am the CEO and one of the founders of Luv Fashion.
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Consumers demand relevance as a service.
This 2020, consumers primed by constantly evolving digital services and smart physical spaces – and accustomed to the ultra-convenience of ‘everything as a service’ – will increasingly expect relevance as a service, too. That means services and experiences that constantly adapt around the changing needs of the user.
This trend is founded on an eternal human truth: people are always in a state of flux. For that reason, there can never be one perfect product, service or solution for any given person. Rather, a true perfect fit means constant adaptation around the changing individual.
But why now?
Facial recognition, sensors and smart objects are turning the world into a landscape that shifts and changes around consumers. The result is ever-heightening expectations for responsive personalization. No wonder 39% of global businesses say they have started to deliver personalized experiences in real-time.
Meanwhile, subscriptions, on-demand and sharing have become a part of daily life for millions: a recent survey of US consumers found more than half (54%) of online shoppers pay for at least one subscription box service . The next step? Expectations for seamless convenience will intersect with heightened expectations for ever-shifting personalization.
Ready to deliver relevance as a service in 2020? First, take a look at how others are riding this trend.
Human brands take powerful new form.
The virtual influencers are moving into the mainstream. And virtual avatars are making noise elsewhere. The media landscape continues to fragment. Digital channels multiply. This year, consumers will pay deeper attention to brands who embody themselves via new virtual characters and avatars, allowing them to inhabit digital channels in richer, more immersive and more human ways.
Millions of consumers will seek out products, services and experiences that help them alleviate rising eco-shame.
When sustainable alternatives are widespread, affordable and just as good or better than the legacy option, then eco-consumption becomes less about the status of opting in, and more about the shame of opting out.
It’s hard to overstate the significance of this shift.The common thread that runs through much of it? The evolution of eco-consumption as a status play.
Just take a look at three iconic eco-consumption moments. Way back in 2008 Tesla launch the Roadster, a USD 100,000 electric supercar. Eco-status! In 2016 Adidas partner with Parley for the Oceans to produce a limited-edition line of sneakers made from recycled ocean plastic; only 50 pairs are made. Eco-status! Also in 2016, NYC’s Momofuku Nishi becomes the first restaurant in the world to offer the Impossible Burger. Yet more eco-status!
But what has been the story since then? Fast-forward to 2019, and Tesla’s Model 3 is a play for the mainstream driver, and now the third best-selling car in the UK. Adidas made 11 million pairs of ocean plastic sneakers in 2019. And Impossible Burger is available at over 7,000 Burger King outlets across the US.
From high-end and rare to affordable and widespread: that’s the eco-consumption journey across the last few years.
And when eco-alternatives go mainstream in this way, they're no longer an exciting status currency. The key implication? A shift in the moral calculus for consumers. Because when eco-alternatives are as available, affordable and effective as the legacy option, there's no reason not to choose them. Eco-consumption becomes less about the status of opting in, and more about the shame of opting out.
Increasingly widespread shame at air travel is now set to diffuse across every B2C industry. It’s a shift with profound implications for consumerism, business, everyone. Implications that you must act this 2020.
This list is just the tip of the iceberg. Remember, trends mean nothing if you don’t use them to make what you do – and the world – better. So absorb these trends, take them to your team, share, discuss, argue and conspire. Do you know of any other ways? Let us know by dropping in a text in the comments section below. We would love to hear from you.
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