4 Trends Shaping The Modern Consumer

Customer behaviour is changing.
Of course, change has always been an inevitable challenge that all marketers have to deal with, but in the past eight years in particular, mainstream acceptance of new technologies has forced businesses of all sizes to re-think exactly how they meet customers’ needs. 

                                                     Steven Van Belleghem

In a very interesting book entitled When Digital Becomes Human (published by Kogan Page), Professor Van Belleghem synthesizes the four main trends that are shaping modern consumers. One of the key-drivers is of course represented by mobile (and connected devices in general) that is becoming sort of a sixth sense for many of us. People expectations are evolving at the pace of technology and many once-called disruptive innovations are rapidly becoming mainstream.

In his research into consumer behaviour, the following four characteristics have become increasingly apparent in today’s (and tomorrow’s) consumer:

We want to be treated as individuals: ideally we would like to be treated as individuals even when it comes to buying products and services, having an offer tailored to our specific needs.

We want convenience: Convenience is the new basis of loyalty. If things don't happen for customers quickly or easily enough, they will quickly go elsewhere.

We want a human connection: It is an interesting paradox of the digital world that the more we embrace digital, the more powerful human beings become again. Of course, you cannot automate this element of the customer relationship.

We want to buy from awesome companies: People have always liked cool brands. However, today there is a growing group of companies that consumers connect with on an emotional level and really pride themselves in buying from them. Think of Tesla, Apple, Google, Airbnb as a good reference.

In order to keep up with this changing customer behaviour and offer products and services that are both personalised and convenient, businesses must embrace the ever-increasing possibilities of digital technology and apply a digital mindset to business challenges.

Please also read Contagious (main source for this post)
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