【消费分析】新生代消费行为报告_市场营销策划2022.docx

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1、THENEXT7,rGENERATIO|dFCONSUMERBEHAVIORSUnderstandingthechangingexpectations,interactions,andexperiencesthat|drivebrandengagementrsoJournTHE NEXT GENERATION OF CONSUMER BEHAVIORS3Inthiseraofconstantchange,astheavenuesandmethodsofengagementforbrandsandconsumerscontinuetoevolve,amoresubtleswitchisalsot

2、akingplace.Thischangerevolvesaroundwhoholdstheupperhandintherelationship.Fordecades,thatpowerbelongedtobrands.Theytoldshopperswhatproductswereavailableandwheretheycouldfindthem,andbuyersfollowedaccordingly.Consumershavebecomemorevocalintheirpositionsandnowholdtheproverbialcards.Insteadofaligningthem

3、selvestothebrandsandproductstheyseek,consumersnowexpectbrandstoadjusttowhatismostimportanttothem-thisincludesthechannelstheyengagein,theproductstheyareinterestedin,andthewayinwhichtheyviewtheworld.Theoutdatedhopeofbeingacceptedintoabrandstribehasbeenreplacedbyconsumerssuggestingthatbrandsaccompanyth

4、eminthepassengerseatoftheirjourneythroughlife.Brandscaneitheracceptthisshiftorconsumerswillfindanotherbrandthatwill.Withthisinmind,wesurveyed1,000USconsumersfromawiderangeofagegroupsandbackgroundsinOctober2021tolearnmoreabouttheirperceptionsandbehaviorsinthreekeyareas.Further,wewantedtounderstandthe

5、roleeachofthesecomponentsplaysin,andtheimpacteachhason,consumers5loyalty.ConvenienceHavethe methods inwhich brands seek tomake consumers1 liveseasier changed?01RelatabilityArebrands succeedingin connectingpersonally andemotionally with theircustomers in a two-wayfashion?02ResponsibilityHowimportant

6、isthe way that brandsconduct themselveswithinsociety tothe consumers whoengagewith them?03KeyFindingsThechallengeforbrandsextendsbeyondthefactthatconsumersnowhavemorecontrolofthebrandrelationship.Itsalsothattheirbehaviorsandexpectationsarealwaysevolving,meaningnotonlyistheonusonbrandstodorightbythei

7、rcustomers,butthedefinitionofwhatisrightwillbedifferenttomorrowthanitistoday.Whileengagingwithconsumersforthisreport,weuncoveredfourmaintrendsthatspeaktothismovingtargetandrevealwhatbrandsneedtobefocusingonmovingforwardiftheywanttokeeptheircustomershappy.ofconsumersmadean in-store purchase inthe pas

8、t year, while 68% had aproduct delivered to their home.Only24%of consumersfeel that micro-influencers andmacro-influencers (celebrities)are either somewhat or veryimportant in motivating them tobuy from a brand.3%Only14%ofGen Zersofconsumersand76% of millennials feel thatbrands should take a stance

9、onsocial issues, compared to just59% of consumers 41 years oldor older.saybrands are doing a great jobat knowing them, rememberingthem, and understanding theirneeds.Fromeachofthese,wecaninferquiteabitabouthowconsumersarefeeling.01Consumerswantoptions.Itsraretofindshopperswhosolelyengageonlineorinphy

10、sicalstores.Consumerstakeadvantageofmultiplechannelsdependingonthecontextofthemomentintime.02Trustisbeingplacedinrealpeople.Celebrityendorsershavelostsomeoftheirluster,andinstead,buyerswouldratherhearfrompeopletheyknow.03Socialresponsibilityisarisingfocalpointforconsumers,especiallyinyoungergenerati

11、ons.Thefeaturesandbenefitsoftheproductsorservicesarenolongerenoughtosatisfyconsumers.Theproductsandservicesstillmustbemadesafely,ethically,andwiththerightintentionsinmind.04Brandsarestillnotdoingagreatjobofmeetingconsumers,expectationsforpersonalization.Whileotheraspectsofthebrandexperiencewererated

12、better,moreworkislefttobedoneintrulyknowing,understanding,andengagingcustomersonaone-to-onelevel.Theresponsestooursurveydivedeeperintothesetrendsanduncoveradditionalinsightsintothethreeareasofconvenience,relatability,andresponsibility.Lefsbeginwithwhatshouldbeagoalofanybrand:tomaketheircustomersJliv

13、eseasier.ThePowerofConvenienceTheCOVID-19pandemicmayhavesloweddownsomeoftheon-the-gonatureofsocietyinthepastfewyears,butwhathasntchangedisthefactthatconsumersdontwanttogooutoftheirwaytogetwhattheyneed.Whetheritisspeedofdeliveryorthesafetyassociatedwiththeshoppingexperience,conveniencestillplaysapowe

14、rfulrole.Andwhileconvenienceismostcommonlyassociatedwiththedeliveryprocess,itisjustasimportantinotheraspectsofthecustomerjourney.Infact,consumersmadeitclearthatbrandsshouldfocusonprovidingaconvenientexperiencewhentheyaresearchingforproducts.Nearlyhalfofconsumerssaidconveniencewhilefindingproductswas

15、veryimportanttothemand84%saiditwaseitherveryorsomewhatimportantwhichledalloptionsgiven.Checkoutconveniencecameinsecond,with46%sayingitwasveryimportant(and82%sayingeitherveryorsomewhatimportant).Yet,whenwetookitastepfurtherandaskedhowaconvenientexperienceineachareaimpactstheiroverallsatisfaction,findingproductswastheclearwinnerat46%,withthecheckoutcominginsecondat16%.Nearlyhalfofconsumerssaidconvenfencewhilefindingproductswasveryimportanttothem.THE NEXT GENE