De nieuwe consument redt zich wel
The results of our yearly new consumer research are in, and they are very surprising. The new consumer covers 80% of the market, is drastically changing his behaviour and expectations towards brands. Self-reliance is the key word for the current consumption behaviour, changing the relation with brands in a drastic way. And this in a context whereby maintaining life standards and “doing good” changes the value for money standard and quality perception of consumers. By reconnecting to your customers, get answers to the following questions : How does your customer of reference define quality and value for money ? Where is he changing his actual purchase behaviour? Who is he and how to connect with him, involve him ? What new concepts would fit within your brand and marketing approach ? How to increase relevance and success of your current plans ?
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De nieuwe consument redt zich wel
- 1. See the change Make it happen
- 4. we see change … New citizens Fixers Next Gen Small is beautiful Senior Savers Passives18-34 35-54 55-74 FLANDERS CITIES WALLONIA
- 5. 80% self-reliant New Consumers
- 6. no context for innovation though ?
- 7. desperate young … new (poor) citizens … 40% have not’s in Belgium ! 18-34 35-54 Brussels, cities PASSIVES NEW CIT’S
- 8. have’s : think they are in control & can beat the market 20% fixers, serially loyal 35-54 Flanders FIXERS
- 9. Flemish : my money ?? Walloon : small is beautiful 30% babyboomers 55-70 Flanders 55-70 Wallonia SENIOR SAVER’S SMALL= BEAUTY
- 12. ideal context for innovation !
- 13. only 19% … will follow seriously pragmatic & drastic consumption changes driven first by necessity & then “doing good” 40% have not Belgians ! NEW CIT’S PASSIVES
- 14. same behaviour changes ! driven by individual benefit and availability techno 20% smart i-fixers FIXERS
- 15. old things in new ways driven by savings maximisation ! driven by new ways of spending 30% optimistic babyboomers redefining “quality” SENIOR SAVER’S SMALL= BEAUTY
- 16. 15% NextGen youth NEXT GEN ! fully self-reliant driven by mentality and group
- 17. self-reliant new consumer = smart techno driven efficient autonomous green & doing good local & controlled quality in control finding solutions pragmatic optimist resilient creative critical collective savings and sharing more
- 18. self-reliant new consumer = value (for my money)more
- 19. come to me with quality products good for me & world making me self-reliant & resilient