Less is Becoming More!

Is conspicuous consumption on the way out?

As people adapt to rising economic and climate anxieties, a new set of ideas, attitudes, and behaviors is emerging: they are a clean break from influencer-driven consumerism and point to a new emerging relationship with society, the economy, citizenship, consumption, and the self.

From De-influencing to Decluttering

It started with influencers telling us what to buy. Now, a new wave of "de-influencers" is encouraging us to buy less. People are realizing that happiness isn't found in stuff, and they're decluttering their homes and their lives.

Saving Money and the Planet

Many are taking it a step further with the "no-buy" challenge. It's about pausing purchases and focusing on what you already have. It's not just about saving money, but also reducing your impact on the planet.

Fixing things instead of replacing them is becoming cool again. Thrift stores are booming, and people are sharing tips on how to give old items a new life.

Close to 6 in 10 (56%) have reduced discretionary spending.

So, who's Leading the charge?

The majority of these shifts are heavily affected by the penetration of digital devices into Kenyans' daily lives. But you also have:

Eco-warriors:?

Passionate about protecting the planet, they're leading the charge towards sustainable living.?

Frugalistas:?

Savvy shoppers who know how to stretch a shilling while enjoying life.?

Minimalists:?

Content with less, they're finding freedom in simplicity.?

Digital Detoxers:?

Taking a break from the constant stream of online shopping and finding peace.

Essentially, these new trends are taking root across your consumer groups!

Evidently, this is a whole new headache for brands. Where do you go from here??

While there's still a long way to go before these new trends completely upend the consumer landscape, it's clear that something special is happening. Consumers want products that last, are ethically made, and have a purpose. Transparency, sustainability, and community are key.

Therefore, it is time for brands to start rethinking their approach—not just planning for today's consumer but also preparing for tomorrow's consumer.

Let data lead your way as you navigate this changing consumer landscape. With real-time consumer insights and trend forecasting, you get a holistic view of your customers.