TrendSights Analysis: Individuality and Self-Reliance - How consumers' consumption decisions are influenced by their desire for individualism and expression

TrendSights Analysis: Individuality and Self-Reliance - How consumers’ consumption decisions are influenced by their desire for individualism and expression

Summary

Today’s post-materialistic and individualistic consumers are relying even more on themselves, paying greater attention to the products they purchase, consume, and the brands they ultimately associate themselves with. This sense of empowerment and assertiveness is driven by consumers’ shift in living a life where they are more in control of their own choices, making well-informed and mindful decisions which bring them closer to being authentic to themselves, meeting their individual needs and desires.

This research explores Individuality and Self-Reliance in the context of TrendSights framework. Individuality and Self-Reliance is one of the 63 sub-trends that are covered as part of our TrendSights series of Consumer Insight studies. The analysis covers what the trend is, why it is important, who is most influenced by it and how brands and manufacturers can capitalize on it. The research concludes by identifying where the trend is heading next and how long it will last.

Scope

• Brands can address consumers’ demand for healthier products by developing offerings with health-value benefits ( i.e. zero or reduced sugar, and fat content).


• Opportunities exist to engage with consumers beyond the product by creating an emotional connection through offering unique experiences which in turn can drive customer loyalty.


• In order to capitalize on the demand for products tailored to suit consumers’ specific needs, preferences and lifestyle, brands can offer individualistic consumers the ability to participate in the product co-creation process by launching “do it yourself” consumer interactions.

Reasons to Buy

• TrendSights framework interprets how the 63 trends guiding the consumer and innovation landscape are influencing your markets, and what this means for future opportunities.


• Discover how the Individuality & Self-Reliance trend specifically is affecting various sectors.