November 2019
9 Min
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Back to the future
 Consumer trends 2019-2020

Natali

Journalist, PR-manager, content creator

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After reading the headline, you probably thought that you already knew what we were going to tell about. You have read a lot of articles about trends and roughly understand what they would be like in the nearest future. But how new are these trends? What else can we show to our consumer that he hasn’t seen and tried yet? 

Of course, the world of sales has changed a lot, because there has been a change of generations, and new technologies have been implemented. But how does this new differ from the old one?

We have identified the main categories that influenced consumer trends in 2019. We also have looked into the future, and are ready to tell you what to expect and how to attract customers in 2020.

What did 2019 bring us?

Flexibility

Even if everyone says that your target audience is 27-35 years old, don’t forget about those who are older or younger. Never ignore people outside this category. Don’t you think that expensive watches are purchased only by businessmen or sports suits are worn selectively by teenagers?

 ‘No ageism’ is a trend for the current year. Big corporations understand that the key to winning and maintaining customer loyalty is to develop products and services that are universally available and designed for people of all ages.

Increasing of consumer consciousness

If earlier you could attract a potential client or poach him from the competitors by dropping the price, now there is more of a criterion according to which consumers choose a brand and start their own customer journey with it. 

The first popular criterion this year is the demand for natural products. The choice of products, which brings not only satisfaction of the need, but also does not harm the environment, is a kind of way of self-expression. Consumers hunt for original differentiated products. And the meaning of responsible business is changing, because consumer loyalty is aimed at the consumption of alternative products.

As you have noticed, customers use their own coffee cups instead of disposable cutlery, genuine fur was replaced by faux, and humane attitude to animals caused the spread of vegetarianism.

If you can’t give up producing the product that is losing popularity at all, find an alternative. Or add a new item to the menu.

Interactivity in everything

Processes that require personal visits can be replaced by digital alternatives. Consumers want to be more selective in their search for time and activities. If you have an Instagram account except the retail stores, consumers are more likely to be interested in a product that they can easily get at any time.

Since all users have become experts through the availability of information, they want to get it quickly and constantly. Consumers are busier than ever. They are beginning to expect more from companies, and want products and services to be delivered as quickly and easily as possible. They are looking for an unhindered digital experience related to their way of life, that will allow them to devote more time to professional and social life.

Independence

This paragraph is derived from the previous one. Consumers use applications and personalized services to create a unique and individual product without constant interaction with it through brand marketing. 

It is also accompanied by a desire for individuality and privacy. More and more skills can be acquired without leaving home and without having to spend a long time studying. Digitalization also contributes to the fact that real communication supersedes chatting.

 People all over the world are struggling with the stereotype of living together in pairs, maintaining an independent lifestyle and enjoying loneliness.

Such a consumer needs a personal approach. He does not need a dishwasher set and is unlikely to be interested in a bonus program focused on a discount for relatives. It is quite possible that in your cafe there is notable for one guest by the window, and the developer-introvert will not feel comfortable behind a common bar counter or taking a table for four.

The modern consumer is looking for something that will impress him not by tricks, but by convenience. In the digital age of retail, where the consumer has become the main player in the market, the winner will be the one who can be the first to catch the innovations and adapt them to the needs of the client. 

What will 2020 bring us?

Global 5G spreading

Every day we meet more and more positive forecasts about the upcoming global expansion of the 5G Internet. In 2020, the number of countries and cities that will cover 5G will increase, and accordingly, the demand for the technologies that use it will grow. 

Thanks to 5G, self-driving cars, virtual reality and the Internet of Things will actively come into our daily lives. At the moment, the fifth generation technology is being actively tested all over the world. 

Renewable energy using 

This type of technology is being introduced into modern life due to the fear of climate change, as well as promises made by politicians and individual countries. While the effects of climate change may seem distant to you, it is clear that renewable energy is becoming the cheapest, and most countries are putting it first in terms of technology transformation in 2020.  As more businesses become more responsible this year, embedding responsibility in project management, environmental responsibility comes first.

Artificial Intelligence implementation

Developers are strenuously working on more advanced ways to process data, as well as the extended functionality of cloud services and applications.

AI is capable of revolutionizing the way project management leaders manage projects. Using, for example, chatbots and intelligent assistants, it is automatically possible to expand to a high-grade functionality of work with clients, excluding “manual” and ‘personal’ intervention.

Artificial Intelligence will improve the results of project tasks, including the ability to analyze data faster than people, and use these results to improve overall performance. 

True trends do not disappear after a year. That is what it looks like when you compare trends year after year. Some trends in the annual reports of research agencies are contrasted with last year’s trends.  For example, in 2018, it was noted the development of cohabitation of single people and the promotion of the trend “Joint consumption”, and in 2019 the fact of the opposite trend is highlighted. 

In any case, with the help of different tools, customers want to see their consumer experience emotional, useful and practical. 

Therefore, in conclusion, Scheduling provides simple examples of what has been actual for several years and is still relevant: 

  1. Personalization

    From year to year, analysts pack it in different outfits: ‘Return to the basics of status’ (2019), ‘I-designer’ (2018), ‘It’s in DNA – I’m so special’ (2018), but the essence remains the same. The focus is on the client’s wishes. Focusing on an individual approach to each client.

  2. Focus on a healthy lifestyle and conscious consumption

    ‘No Plastics’ (2019), ‘Safe Consumption’ (2018), ‘Smart Consumption’ (2018),’Clean Life’ (2018). This is all about one thing – each of us wants to be healthy and beautiful. We all want to consume wisely, just like our customers. We choose universal products and goods. The first place goes to the benefit. The benefit that the consumer receives and, which is important, brings.  

  3. Simplicity

    We all want to get the information we need quickly and easily. We wanted it in 2018 ‘Always in touch’, ‘Call-out culture’, we want in 2019 “I want it right now!” and it is unlikely that we change our mind. The availability of information spoils the client and makes him more demanding. For this purpose, we introduce all kinds of communication channels.

Yes, the basic needs of people will not change in the next several years, so behind beautiful reports, you will still see not a change in human behavior, but just adaptation to popular solutions and remaining pressing problems.

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