For marketers today, everything begins and ends with consumers. Understanding consumer preferences and behaviors is essential to developing a successful campaign, brand, and product offering. Consumer trends tell us what habits or behaviors are becoming more prevalent. They help us track what people buy, why they buy, how they use products, and how they communicate about brands.
Trends are driven by basic consumer needs and desires (think Maslow's Hierarchy of Needs), coupled with short-term or long-term cultural shifts, driven by economic undulations, new technology development, politics, or even popular culture. With consumer behavior and preferences changing faster than ever, businesses are seeking to regularly research, understand, and apply consumer behavior trends to digital marketing efforts.
So what makes these four consumer trends so actionable? They're backed by burgeoning usage numbers, and while these trends may have started as just a spark, they are already making a major dent in consumer behavior.