Emerging Consumers: Fact or Fiction?
As a futurist spending much of my time assessing emerging developments and their implications across an array of industry sectors, I am frequently asked for a view on ‘consumer trends’. Common questions are ‘what will consumers want in the future?’ ‘Does our product (service) have a place?’ ‘What is driving consumer behaviour?’ ‘How can we get ahead of the changing marketplace?’ and so on. But what if they’re the WRONG questions? For anyone who has seen me facilitate a public session, you’ll know that I play part court jester, part voice of conscience to provoke they way people think. So allow me a little provocation for you:
Consumers are NOT changing. Instead what we are seeing is the removal of the ‘blinkers’ most organisations are wearing that have hidden from view the hundreds or thousands of potential customers within their sights. Whilst methods of information gathering are shifting for consumers, that is just a tool, not a process. The intended outcome is very much the same – find out what I need to know.
Which means that even though technology is acceleraing the speed at which a consumer can gather information, it is Companies that are emerging out of the woodwork. It is as if the smog is clearing and businesses are finally seeing that there is (and in fact has ALWAYS been) a myriad of potential consumer dynamics in the marketplace. The most significant impact of this new awareness on behalf of companies, is the collapse of the validity of A-B-C consumers, of age based demographic targeting.
These approaches still have a role to play but they are not the be all and end all of marketing activity. Instead Companies are becoming increasingly aware that some consumers prefer fast paced snippets, some in depth commentary, and others prefer to go their own way. Some need to be guided, others prompted, some provoked. And this happens across age groups and across geographic locations and across income levels.
So are there Emerging Consumers? – kind of. And for the case of playing the Court Jester role, let me suggest that the emergence is on the part of Organisations who are at last, shaking off their delusion that you can ‘cookie cutter’ their marketing and branding. Sure tastes may change and for now Emerging Consumers are probably Faction than Fact
From an organisational perspective it is pretty common for senior managers to spend significant energy considering when to upgrade plant and equipment, be it machinery, vehicles or IT infrastructure. The upgrades can occur on the run (in response to a surge in demand for instance), as a result of necessity (say as a result of…
Read More >If you’ve seen me speak before you already know I take a provocative stance when it comes to areas like personnel development, training and recruitment. Clients also know that once we’ve opened the door to thinking differently, they’re guided through some significant ‘of course’ moments in terms of how they approach developing their people and…
Read More >I flag from the outset that I haven’t been a regular readers of newspapers for almost a decade, only slightly less than my giving up on mainstream TV News shows. As such you should take this with a grain of salt, coming as it does from someone who reads maybe a paper a week and…
Read More >In the search for fuels and energy sources that act as a replacement to Oil, there’s much hype and claims that need to be tested. In much the same as claims about carbon capture technology being built onto existing coal fired power stations seem to lack both viability and credibility (in my view), the same…
Read More >Every day people in positions of ‘opinion authority’ make choices about what ‘opinions’ they will offer on a whole array of subjects. And it would be fair to say that over the past five years or so, many of those ‘opinion authorities’ have been significantly negative on Australia’s manufacturing sector. There’s no doubt that the…
Read More >As a futurist spending much of my time assessing emerging developments and their implications across an array of industry sectors, I am frequently asked for a view on ‘consumer trends’. Common questions are ‘what will consumers want in the future?’ ‘Does our product (service) have a place?’ ‘What is driving consumer behaviour?’ ‘How can we…
Read More >The Trucking Industry, as a key part of the wider Supply Chain and Logistics Industry is coming to the end of an era, right at the time when it should be being refreshed. Put simply, there just aren’t enough drivers for trucks, and to date, attempts to recruit more drivers have been less that what…
Read More >In case you haven’t had time to keep up with these events, here’s a quick overview of the Everyday Sexism project’s attempts to hold FaceBook to account for its explicit support of sexual violence against women as portrayed in the many permitted Facebook pages that promote rape, rape culture, and violence against women. Facebook appears…
Read More >Today I have a bee in my bonnet, so please look away if my frankness might bother you. In the last couple of days I’ve had yet another conversation with a Local Council planning team manager about Strategic Planning for their Council that bothered me a great deal. What really has me bothered is that…
Read More >Whilst many people have heard about Drones in terms of their military applications, the concept of micro drones and their use in civilian settings is not quite so well known. It appears that the surveillance capability that technologies like Drones provide, are edging their way into more social environments. That may or may not be…
Read More >