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6 Consumer Macrotrends of 2015

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6 Consumer Macrotrends of 2015 The Fine Arts Building / 811 west 7th street, suite 600 / Los Angeles, California 90017 / 1 213 533 7000 / www.hypothesisgroup.com AMY SNOW Presented by


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Convergence Creativity Authenticity Uniqueness Simplicity Experiential Spending 6 Consumer Macrotrends of 2015 1 2 3 4 5 6


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Consumers say they wear many hats to get through their day-to-day lives. They view their personalities as multi-dimensional and say their lives are all about multi-tasking. Many feel stress trying to fit it all in. Why? Convergence “&” Thinking TREND 1


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Consumers say they wear many hats to get through their day-to-day lives. They view their personalities as multi-dimensional and say their lives are all about multi-tasking. Many feel stress trying to fit it all in. Why? Convergence “&” Thinking TREND 1 The stress of trying to fit more into the same amount time is leading to focus on ease of transition. Consumers seek versatility more now than ever and need states are less discrete than in the past. Many are willing to pay more for products or services that meet more than one need. What it means


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TREND 2 Why? As a result of these busy, over-scheduled lives and the increasing complexity of daily life, consumers say they have a desire to own less. They say they are trying to cut back, simplify, and “own fewer things.” Simplicity Less is More


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TREND 2 Why? What it means As a result of these busy, over-scheduled lives and the increasing complexity of daily life, consumers say they have a desire to own less. They say they are trying to cut back, simplify, and “own fewer things.” The trend toward simplicity is driving interest in multi-functionality – items or services that meet multiple needs are more valuable. Consumers say reducing items owned makes life easier and allows them to focus on experiences and collecting memories rather than things. Simplicity Less is More


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TREND 3 Why? Consumers of all ages are interested in opportunities to express their creativity. Their passions tend to be creative endeavors enabled by technology, allowing them to experiment and pursue passions, providing escape from the demands of everyday life. Creativity Maker Movement


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TREND 3 Why? Consumers of all ages are interested in opportunities to express their creativity. Their passions tend to be creative endeavors enabled by technology, allowing them to experiment and pursue passions, providing escape from the demands of everyday life. Creativity Maker Movement What it means Both men and women, teens and adults believe exercising their creativity reflects their personality and offers a chance to stand out. They not only seek, but expect, opportunities for customization and place emphasis on creating their personal brand. Individuality matters and it is achieved through creativity.


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TREND 4 9 Why? Relationships with brands are much like personal relationships, in part due to social media. Consumers say their personal brand is enhanced by (and reflected in) the brands they chose. Consumers of all ages strive to find their authentic and “best self.” Authenticity Rejection of Corporate


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TREND 4 10 Why? Relationships with brands are much like personal relationships, in part due to social media. Consumers say their personal brand is enhanced by (and reflected in) the brands they chose. Consumers of all ages strive to find their authentic and “best self.” Authenticity Rejection of Corporate What it means Consumers increasingly seek brands that stand for the same higher level values for which they themselves stand. In fact, often consumers admit that alignment of values is even more important than corporate responsibility initiatives. Consumers seek brands that “get me” and offer a unique and authentic point-of-view.


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TREND 5 Why? As technology and social media make the world seem like a smaller place with fewer boundaries, consumers say they struggle to feel unique. Ubiquity, access, and consistency feel mass and diminish individuality, driving up the importance of self-expression. Uniqueness Fear of Mass


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TREND 5 Why? What it means As technology and social media make the world seem like a smaller place with fewer boundaries, consumers say they struggle to feel unique. Ubiquity, access, and consistency feel mass and diminish individuality, driving up the importance of self-expression. Consumers are attracted to local, small batch, special. Customization is expected, but there are rules. Offer too much customization and consumers are left wanting guidance and a point-of-view. Offer too little and you risk appearing rigid and unwelcoming. Brands that allow consumers to preserve their individuality resonate. Uniqueness Fear of Mass


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TREND 6 Why? The shift away from material spending in favor of experiential spending is driving increased interest in travel, food, photography, and music. Consumers prefer memories over things because you can never loose them. Experiential Spending Access Over Ownership


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TREND 6 Why? What it means The shift away from material spending in favor of experiential spending is driving increased interest in travel, food, photography, and music. Consumers prefer memories over things because you can never loose them. Combined with a desire to own fewer things, the trend toward experiential spending is leading to increased interest in brands that enable an experience. Focus today is on services that offer unlimited access on demand. Experiential Spending Access Over Ownership


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Thank you. www.hypothesisgroup.com asnow@hypothesisgroup.com Amy Snow has spent the past 20 years partnering with leading brands to better understand the consumer mindset and develop innovative products and strategies. She conducted more than 150 focus groups in six countries last year. She has particular expertise in trendspotting and cohort nuances (specifically Gen Z and Millennials). amysnow Hypothesis, the premier creative and consumer insights agency based in Downtown Los Angeles, California. Hypothesis is the winner of the 2015 Gold Ogilvy Award for Excellence in Advertising Research. Hypothesis was founded in 2000.


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