Like some other trend forecasts, Mintel is observing how recent [economic] adversity is reshaping value systems. Consumers around the world are finding new ways to save and experience. They are resilient and have new resolve that will drive new decisions - about lifestyle, purchases, experiences, etc.
"Balance has become the new mantra for a changed society. A balanced cheque book, and a balanced diet are all hot topics, but as some consumers fi nd that they are able to spend again, 2010 could find balanced spending and balanced consumption key developments for the year ahead."
What's more, consumers are going to be much more value-focused this year. And they're not just buying discount brands - they're scrutinizing products and brands across the board, and only buying those that they perceive as "good value." So, brands that really resonate with and demonstrate their for consumers will see success despite price.
In this new value proposition/expectation, consumers are also holding more brands accountable. Obviously accountability isn't a new concept, but the extent to which consumers are demanding proof and/or results is higher. Despite living in the most measurable society in history, there's so much information out there consumers are having to wade through data to find answers. If brands can mitigate the amount of time and effort needed to get real answers, they'll been seen in a positive light.
Finally, 2009 saw explosive growth in consumer adoption of microblogging and social networking, making digital media part of more people's everyday lives. This means more people will use social channels and tools to get information, search for and ask about products and generally consume content differently. These new channels and behaviors means brands will really have to meet consumers in some new places this year to stay (or become) relevant. This isn't new either as brands have had to adapt and overcome for the last decade. What's new is the scale and the speed. Brands can't afford to get behind the eight ball on this one...
