“Girl, how did you order groceries through your phone?” my mother asked, referring to the shopping that I’d just crossed off my errands list. It didn’t require me to speak to anyone nor go anywhere (nor interrupt my weekend Netflix binge). As I cringed at the thought of having to explain how an app works to a non-digital native, I knew the question was asked in earnestness and openness. Because at 70 years of age, getting groceries done the traditional way can sometimes be a real struggle for her.
Old or young though, the desire for ease and simplicity transcends every aspect of our lives. While aging and physical limitations are good enough reasons to seek out innovations, the younger generations are also yearning for simplicity and control. Now more so, as they find themselves overwhelmed by being constantly “switched on” and with endless choices. They want that simple, frictionless process; They want curated choice; and most of all, they want to be able to feel in control of their lives and their time.
Through the Ipsos Global Trends 2017 survey, we see the emergence of this new breed of consumers, we term the Empowered Consumer, who are taking (back) ownership of their lives. Because these consumers are savvy and thoroughly engaged with the world, and consciously seek value beyond the aesthetics or a name, organizations are increasingly challenged to prove their authenticity and relevance. Keeping watch on emerging trends and analyzing them in context will certainly be crucial for brands to remain successful.
In our final issue of Curiosity for 2017, we hope this compilation of thoughts and ideas will inspire your plans for the new year.
Stay curious.
Foreword
Tammy Ho
Senior Manager,
Business Development & Marketing Communications