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Global Consumer Trends: Lifestage Complexity
Datamonitor, Oct 2009, Pages: 63
The Lifestage Complexity mega-trend reflects the concept that consumers are making their way through life in a less predictable, clear cut fashion. Lifestage events such as leaving home, beginning work, getting married, having children are now longer a given, with consumers increasingly breaking from the traditional order associated with these.
Scope
- Detailed trend analysis outlining what constitutes 'value' for consumers (trends are, after all, a reflection of what's important to consumers)
- Global in focus, but also offers country-by-country and sector insights thereby catering to top-line or more specific information needs
- Covers all major FMCG sectors, but also with applicability to wider consumer goods audiences
- One of 10 dedicated mega-trend reports outlining the most important issues shaping global consumers' buying behavior both now and in the future
Highlights of this title
Ideas of what constitutes the typical family are having to change. Units are becoming smaller and more varied in structure. With this comes a diversification of consumer needs, given the wider range of scenarios and household dynamics at work. Consequently, the diversity of family models needs to be reflected in marketing
The 'natural order' of lifestages has been challenged by consumers who aim to satisfy their own individual wants rather than adhering to the status quo. They feel that the traditional progression through life rushes decisions, and consequently they are delaying some lifestages to focus on their particular needs rather than societal conventions
Consumers are living longer, bringing about a fundamental shift in the Senior lifestage. Seniors are no longer a monolithic group, now characterized by a wide range of circumstances and needs. Changes such as delayed retirement and 'boomeranging' adult children are fundamental in changing attitudes and consumption behaviors
Key reasons to purchase this title
- Understand the significance of the different age-aligned trends across territories and FMCG sectors to help support market diversification plans
- Save time and gain maximal insight by using this 'one-stop-shop' resource which offers a clear and up-to-date framework for understanding consumers
- Access data from two waves of global primary research to increase the likelihood of being 'on-trend' with NPD and marketing activities
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