Global Consumer Trends: Connectivity

Introduction

The Connectivity mega-trend reflects the inherent consumer desire to connect with both their peers and surroundings. Forging strong personal relationships is important to consumers, especially in difficult times. Similarly, a feeling of responsibility is driving the trend for ethical consumerism and actions which are motivated by a need to do 'the right thing' for the global community.

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

Good trend-watching is about taking the bigger-picture approach. Adopting a broader global perspective to trend-tracking facilitates better decision making by overcoming 'category myopia'. Monitoring the broader FMCG environment will enable bigger picture learning that can be applied more specifically.

Connectivity is a responsibility orientated mega-trend reflecting how global consumers are more connected to their environment. The Pew Global Attitudes Project in 2009 found that majorities in 23 of 25 countries agree that protecting the environment should be given priority, even if it causes slower economic growth and some loss of jobs.

The effect of branding on consumers in Asia Pacific is extremely significant. These consumers not only consider what a brand means to them personally, but also how it connects them to the wider community and defines their social status.

Reasons to Purchase

• Understand the significance of the different Connectivity-aligned trends across markets 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