Market Research Logo

TrendSights Analysis: Situational Complexity - The evolution of consumer life stages and how this is influencing spending intentions

TrendSights Analysis: Situational Complexity - The evolution of consumer life stages and how this is influencing spending intentions

Summary

TrendSights Analysis: Situational Complexity, is part of GlobalData's TrendSights series and explores how brands can provide a superior and more unique fit for specific consumer segments.

Family, career, and life progression is becoming more complex and is defying conventional wisdom. Predictable shifts from one life-stage to the next are also less common in what represents a blurring of life-stages.

Scope

  • Over two thirds of consumers agree that they are likely to buy products developed for their lifestyle.
  • Almost a third of consumers disagree that they feel pressure to conform to traditional cultural and societal norms.
  • Over half of consumers view themselves as being more liberal than the generation before them.
Reasons to buy
  • Gain insight into the different routes through by which products can align with the Situational Complexity trend including examples of best-in-class innovation.
  • Compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.
  • Identify the innovation implications of Situational Complexity for your sector.


  • Executive Summary
    • Content to help you learn from the past, understand the present, and see the future
    • The evolution of consumer life stages and how this is influencing their lifestyle and in turn spending intentions
  • Situational Complexity
    • Situational Complexity is one of the 63 trends in GlobalData's TrendSights framework
    • Situational Complexity is part of the Evolving Landscapes megatrend
    • Catering to the needs of consumers that lead increasingly complex, `non-traditional' lifestyles
    • Trend Summary, drivers, and key characteristics
    • Situational Complexity is interlinked with many other TrendSights trends
    • Which sectors is this trend most important to?
    • While certain consumers express themselves freely and claim to have liberal mind-sets, a significant proportion of consumers still feel pressure to conform to societal norms and traditions
    • The trend is shaped by a number of drivers and inhibitors
    • GlobalData has identified four life stages in which consumer preferences are evolving and becoming more complex
  • Adulthood
    • Millennials are exhibiting `stunted independence' as they live in their family homes for longer periods of time
    • Almost two in five of millennials globally are or would consider moving back in with their parents to save money
    • The emergence and growth of the shared economy marks a shift toward more collaborative consumption
    • Consumers in certain economies are embracing gender beyond binary concepts
    • Examples we like: Providing an out-of-home experience, within the home
    • Examples we like: Addressing and challenging traditional gender norms and stereotypes
    • Examples we like: Innovations that facilitate the on-demand economy
  • Situational Complexity
    • GlobalData has identified four life stages in which consumer preferences are evolving and becoming more complex
  • Marriage and Coupling
    • The growing propensity to live alone represents a profound shift in household structures
    • Outdated stereotypes regarding the traditional roles of couples are being challenged as a new division of labor is being formed
    • Same-sex marriages are becoming more common and accepted in many economies
    • Examples we like: Products that challenge traditional coupling stereotypes
    • Examples we like: Innovations that target single consumers
    • Examples we like: Products that promote and support LGBT Pride
  • Situational Complexity
    • GlobalData has identified four life stages in which consumer preferences are evolving and becoming more complex
  • Parenthood
    • Modern parents want to ensure that they preserve a sense of "self" while undertaking their parental duties
    • Delayed parenthood, single parent families, and same-sex parents are all becoming more common
    • Examples we like: Marketing to the millennial parent
    • Examples we like: Catering to diverse parenting structures
  • Situational Complexity
    • GlobalData has identified four life stages in which consumer preferences are evolving and becoming more complex
    • Longer lifespans have prompted many seniors to work into their retirement years
  • Seniors and Retirement
    • Multi-generational households are replacing the "empty nest"; while seniors are displaying `atypical' behaviors for their age
    • Examples we like: Catering to the needs of the elderly and multi-generational households
    • Examples we like: Targeting the active, age-positive senior
  • Situational Complexity
    • Suggested innovation implications
    • Growth prospects for the Situational Complexity trend
    • Future opportunities to align with the Situational Complexity trend
  • Appendix
    • Meet the Author
    • References

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report