In the constantly changing marketplace, it can feel difficult enough to keep up product trends—and even more challenging to stay up-to-date with the way consumer mindsets are evolving with and against the product trends at hand. In order for brands to stay relevant, it’s essential to have a deep understanding of the customers they are targeting—and that goes beyond the basics of generation and gender. In this blog, we’ll explore key values of today’s consumers, and what modern brands can do to bring a unique solution to their audience.

Today’s consumers are….Overstimulated, Overstressed but OptimisticIn a world that’s more connected and fast-paced than ever before, it’s no wonder consumers are feeling the overwhelm and burnout. Exposed to more media, content, and ads per day than we ever thought possible, people are understandingly overstimulated; and expected to keep up with an ever-increasing pace of work, they’re overstressed, too. But it’s important to understand that despite the demands placed upon them, they choose optimism. Not toxic positivity, but intentionally finding joy amidst the stress, and beauty in their everyday rituals.

Anti-Hustle Culture There’s an important distinction to make with the younger generations: They are not lazy—but extremely determined to reclaim their autonomy and place in the world. On the precipice of burnout, they actively seek ways to find balance within the many demands of their life, whether it’s through health, wellness, and fitness, reconnecting with nostalgic hobbies, making time for rest, or simply taking a step back from traditional societal demands. It’s important brands acknowledge this shift, and support them as they change.

Redefining NormalThe only thing that has been constant for the better part of the 2020s is change—changes in the way society works, how the workplace looks, and what self-care really means in the face of so much adversity. Through it all, consumers are seeking routines and ways of living that feel “normal” despite the constant chaos. This looks like creating new routines for themselves, rituals they can count on when things out of their control feel, well, out of their control.

Invested in CommunityThis means consumers are invested in doing well by others through any means possible. We’ll see a shift away from traditional corporate buy-sell models toward something that feels more communal, offering customers a way to buy-in, or at least, participate in the ways they give back through their purchases. As consumers grow weary of corporate interest, it’s important to put the power back in their hands, giving them ways to feel like they are making a difference—while also providing them the opportunity to actually make a difference. Authenticity is key.

Bound to DigitalThere’s no denying it, digital isn’t going anywhere. As much as consumers are shifting their intentionality around digital, their lives are so immersed in it that their participation is inevitable. This presents a unique opportunity for brands to create digital experiences that actually enhance the way people live and interact online, rather than resigning to the same-old same-old ways of current day.

Modern brands must be…AuthenticWe know consumers see through surface-level ways that brands try to make them feel good—so consider how your brand can go deeper to create authentic connections with your audience. For example, what are some values or struggles you share? And how can you communicate that transparently?

AdaptableWe addressed the way constant change affects the mindset of today’s consumers above, so it’s important for brands to stay adaptable, and be willing to shift when major societal events occur. Consider what your customer is going through in the world and ways to help them feel understood, or empowered to power through, rather than just staying your planned course.

Values-OrientedIn the modern marketplace, it’s important to recognize that not every product or brand is for every consumer. Once you make that realization, it’s easier to commit to a set of values—and stay true to it throughout your consumer journey. Values aren’t just something to say out loud, but to put into place whenever possible, giving your customer more reasons to appreciate the work you do—and keep coming back.

IntentionalConsumers are searching for new and innovative products that solve real problems. Do they need another run-of-the-mill body lotion, just because you can? Probably not. But would they love an ingredient-backed formula with aromatherapy targeted to help them during stressful days at work? Probably more so. So, when you bring a product to market, really consider the differentiators you can create.

If you have ideas swirling around in your head, or are feeling inspired by today’s consumer mindset, and aren’t sure how to bring your brand or product to life, our team of experts is here and ready to help. We can help you understand where your expertise and vision meets consumer need, and build something amazing from there.