20

30
Consumer
Trends 2030

Seven core drivers of

consumer behaviour that
will shape global markets
over the next 10 years.
 Editor’s Note:
As experts in what From there, we observe and

20
consumers want and identify crucial connections
why, we’re best suited between developments,
to accurately predict patterns, and disruptions
the future of consumer in consumer behaviour.
behaviour and what We put this into context to
Matthew Crabbe that means for brands. better understand what
Director of Mintel it means for – and how it
Trends, APAC This year, we’re taking a could inspire – our clients’
bold approach with our business decisions across
predictions about the future industries, categories,

30
of global consumer markets demographics, and amid
by incorporating seven key global themes.
factors that drive consumer
spending decisions: It’s an approach that’s
wellbeing, surroundings, uniquely Mintel. The
technology, rights, identity, combination of consumer
Gabrielle Lieberman value, and experiences. and market data,
Director of Mintel Trends predictive analytics, expert
and Social Media Grounded by these seven recommendations, and
Research, Americas drivers of consumer action-oriented insights will
behaviour, and backed enable you to make better
by our robust consumer business decisions.
and market data, we layer
economic, demographic, While extensive, what

Consumer technological, political,

and sociological (to name
you’ll read here isn’t
exhaustive. For full and

Trends 2030 a few) data sets to analyse in-depth insight and

the impact that internal analysis of the Mintel
Simon Moriarty and external environmental Trends 7 Drivers, please
Director of Mintel change has on consumer visit mintel.com and get
Trends, EMEA motivation and choice, and in touch.
the behaviour that comes
from that.
Contents

PAGE 44
PAGE 6
Rights
Wellbeing
Seeking physical and Feeling
mental wellness. respected,
protected, and
supported.
PAGE 68
PAGE 56
Value
Finding
Identity
tangible, Understanding
measurable and expressing
benefits from oneself and one’s
investments. place in society.
PAGE 18 PAGE 30

Surroundings Technology PAGE 80

Feeling connected
to the external Finding solutions through Experiences
environment. technology in the physical Seeking and discovering stimulation.
and digital worlds.
 6

01
Wellbeing
Seeking physical and mental wellness.

01

Wellbeing
 8

Wellbeing is no longer prevalent in busy lifestyles,

about simply wanting and barriers to talking
to look after oneself in about and understanding
broad terms, nor is it emotional and mental
about the extremes of a wellbeing are being
total lifestyle change or torn down.
commitment to an intense
regime. Instead, a holistic There are opportunities
approach is becoming a for brands to become
key motivator of consumer wellbeing partners with
behaviour, underpinned by their customers. While the
convenience, transparency, mass-market and ‘one-
and value. People are size-fits-all’ approach will
becoming more familiar still have value, we will
with, and questioning, see the emergence of
products and ingredients bespoke solutions that aim
that promise previously- to fit the many disparate
niche or unheard of needs of consumers. As
solutions. At the same time, lifestyles become more
there is a growing demand fluid and non-linear, we will
for products that enhance see solutions targeted at
life rather than simply different life stages instead
make superficial changes. of those that reframe or The Anantara Spa in Bangkok offers an anti-pollution
beauty treatment using Biologique Recherche products.
We are seeing the roles of address specific wellbeing Source: Anantara
mindfulness and conscious needs based solely on age.
movement become more

A holistic approach is
becoming a key motivator
of consumer behaviour,
underpinned by convenience,
transparency, and value. The Pet Loss Café, for grieving pet
owners in Tokyo, offers guests the
opportunity to share memories and
recover from their loss.
Source: The Japan Times
 10

Optune, from
Japanese skincare
company Shiseido,
offers personalised
skincare regimens A sunflower installation in São
by monitoring Paulo’s Largo da Batata in
the user’s skin September 2019 aimed to raise
condition, health, awareness of the importance
and environment. of breaking down the social
Source: Cosmetics stigma of depression.
Design Asia Source: salvadepalmas.com.br

What’s happening now?

Consumers are seeking these concerns. As
holistic solutions that move stress becomes more
away from instant results. and more recognised as
Looking good is important a key health concern, the
to many consumers, but emphasis is on brands
considerations of longer- and organisations to help
term physical, mental, and consumers deal with the
emotional health benefits causes. Finally, technology
are growing. Greater in fitness is creating
awareness of environmental opportunities as people
factors is creating look to maintain health in
demand for products that smaller spaces, while also
French tech preemptively guard against connecting with others.
start-up WINTUAL
creates virtual
windows
that connect
windowless spaces
There are opportunities for
to the outside with
the purpose of brands to become wellbeing
partners with their customers.
improving people’s
moods and
ecosystems.
Source: wintual.fr
12

Greater
awareness of
environmental
factors is What’s next?
creating Longevity and convenience will
demand for converge, with consumers looking for
wellbeing across everything they do.
products that Automation will create job security
preemptively pressures but also opportunities for
healthier working patterns. Clean
guard against air and water will become selling-
these concerns. points and demand for convenience
will see the growth of in-home
filtration systems to create safe
environments. We’ll also see the
demand for individual solutions start
IN 2020, EXPECT TO SEE: to impact traditional models of food
consumption, with personalised meal
Convenient, non-obtrusive Products touting kits and meal substitutes becoming
wellness solutions in mental health benefits mainstream. Conscious movement
the home, from water- gain traction. and mindful exercise will become as
filtering and water-saving important as physical fitness.
showerheads to noiseless Widespread adoption
filtration fans. of synthetic and lab-
created ingredients.
Beauty and personal
care products move Alcohol consumption
away from improving or continue to decline
changing appearance among young people,
and toward internal and with functional drinks
external wellbeing. increasing in popularity
at a rapid pace.
14

IN 2025, Red meat consumption

move from mainstream
EXPECT to luxury to taboo.
TO SEE:
At-home Benefits of blood-based
DNA testing solutions in beauty,
kits become drink, food and personal
mainstream care become widely Government-
for
personalised
acknowledged. led changes
wellness, to water
from diet to
skin and hair Alternative ways of
consumption,
solutions. working and studying focusing on
emerge to counter
the stress of the filtration and
automation threat. preservation.
16

IN 2030, Development
of micro-
EXPECT robotics in the
TO SEE: bloodstream to
proactively and
Over-
preemptively population
fight threats. and geo-
political
Vehicle ownership changes
shrink as physical create new
ways of
space and the existing in
environmental Clean air as a selling
communities,
with shared
impact of air point for high-street
retailers, venues, and
facilities and
pollution become public buildings.
resources
becoming
a priority. essential.
18

02
Surroundings
Feeling connected to the external environment.

02

Surroundings
20

If, as predicted by the science, and economics people to collaborate

United Nations, thehuman to innovate along more across national boundaries,
Necessity will drive politics,
population reaches 8.5 ethical lines. That necessity the tech will increasingly be societies, science, and
billion by 2030, we’ll all will be driven not only used to share knowledge
be seeking better ways to by population stress about how locally-focused
economics to innovate
maximise the space we but also by the need to social disruptor enterprises along more ethical lines.
have and create better learn to deal with a new can create sustainable
ways to share limited climate reality. While economies at the
resources. Necessity will communications technology grassroots level.
drive politics, societies, will make it easier for

The first-ever mile-long

floating eco-park containing
gardens and forests, 'Wild
Mile' will debut on the
Chicago River in 2020.
Source: wildmilechicago.org

Saudi Arabia’s futuristic megacity NEOM is 33 times

the size of New York City; set to debut in 2020.
Source: kcrw.com
 22

Green Farm, a start-up in Ho Chi Minh City, uses aeroponic technology

to help consumers grow their own vegetables in small apartments.
Source: Green Farm via Facebook

Downtown Oslo
The increased is nearly car-free

What’s happening now?

Evermore crowded cities and will have shared living after eliminating
spaces. This will alter
will increase the price of
space, while people will how cities are organised,
global parking spots and
banning cars on
certain streets,
need to be more mobile relying more on carbon- population and The increased global more say in how shared which is part of its
long-term plan to
neutral public transport and population and climate resources can be used for
as they shift to working in
project-based ways, rather allowing for more shared-
climate crisis are crisis are forcing people to local community benefit.
be carbon-neutral
by 2030.

forcing people
Source: oslo.
than as employees doing use space that is suitable reduce their consumption, How unpaid workers are kommune.no

one job. This will push urban for those with limited waste, and energy use. properly remunerated is
development into smaller mobility. Shared space will
to reduce their They are learning to also up for discussion.
hubs in suburban areas, be used to incubate new consumption, share limited space more As carbon dioxide levels
made up of vertical forest enterprises, share learning, efficiently and to work rise, the ‘rewilding’ of
buildings that are energy create urban agriculture
waste, and more collaboratively suburbs is kicking into full
self-sufficient. and ‘rewild’ recreation energy use. towards mutual gain rather swing, creating more
spaces within local than commercial profit. green spaces to help
Homes will need to get communities. People are rethinking how cool local climates.
smaller and less cluttered, communities work and how
for both affordability and urban space is designed
flexibility of movement, and used, giving people
 24

Sharing living, working, technology allows flexible lighting to increase security,

learning, and leisure spaces work conditions, enabling with discrete, privacy-
is creating new community- consumers to become assured surveillance. This
based organisations, digital nomads. Workplaces will allow public transport
where people collaborate will increasingly be to take priority, resulting in

What’s next?
to create new products required to offer services many roads and parking
and services suited to cater to specific needs, lots being converted
to local needs. Better like childcare for working into urban farms, pop-up
and more affordable parents. Public spaces markets, or green areas. If we don’t reduce our consumption,
telecommunication provide better, on-demand waste, and energy use, urban
areas will become increasingly
polluted, choked with waste, and
gridlocked with traffic. With more
people crammed into less space,
social tensions will only increase as
competition for resources increases.
This will create more walled
communities for the privileged,
greater stratification of society along
the lines of wealth, and failure to
IN 2020, EXPECT TO SEE: tackle the need for more efficient
use of resources and better urban
A reimagining of Home ownership out of planning. This will consequently put
corporate purpose and reach of more people, pressure on cities to continue to
push-back against more home working, and expand, further encroaching into
open-office layouts, robot, commercial domination remaining wildernesses and rural
urban, and warehouse of public space. farming areas, further exacerbating
farming, and a reclaiming the cost of growing, watering, and
of public space. Wilderness and transporting food – making even
biodiversity on basic products more expensive for
Critical stages for the decline. most people.
political problems
stemming from the
income gap, social media
misinformation, the climate
crisis, and the continued
rise in nationalism.
26

IN 2025, The growth of data-as-currency

as consumers demand more

EXPECT value from social media in

exchange for their data.

TO SEE:
Broadening focus on human
rights by consumers, especially
in developing nations, more Transnational
local social enterprise, grassroots civil
and young people become
economic migrants. organisations, as
well as cleaner
Universal work-from-home policies,
energy generation
the explosion of the gig economy, and storage that
work and social lives intertwine,
and shopping spaces become will change living
multi-sensory, social sanctuaries. conditions.
28

IN 2030, Social disruptor

enterprises
Tribes of
like-minded
EXPECT create new
wealth at local
interest groups
form globally
TO SEE: grassroots levels. via the internet.

The Modular, movable, and Political, social, scientific,

‘rewilding’ micro homes available and economic ethics drive
of both rural to buy or rent, for the direction of innovation,
and urban flexible, possession- while people learn to deal
spaces and location-light living. with a new climate reality.
continue to
expand.

More public spaces More publicly owned, shared,

as the result of smaller and pop-up commerce, recreation
roads because more spaces fostering local, micro-
people have switched business, and shared gardening
to public transport. and agricultural space.
30

03
Technology
Finding solutions through technology in the
physical and digital worlds.

03

Technology
 32

With 5G expected to link vehicles for last-mile

125 billion devices by connections. Developments
2030 (11 billion in 2019), in home-setting apps and
mobile technology will smart furniture will mean
blur the lines between people can recreate their
time, travel, and location preferred home settings
for work, learning, and wherever they are, to suit
leisure. This will increasingly their mood, comfort, and
incorporate elements of media consumption habits.
virtual and augmented
reality (VR/AR) into The exploitation of gig-
various industries, like economy workers could
tourism and entertainment, force the creation of
and virtual esports will unionised freelance
rival physical sports in workers, who use
popularity. Urban design technology to work
will increasingly be driven across organisations like
by public transportation, consultants rather than
using fleets of autonomous traditional employees.

‘Phygital’ local community A start-up from technology

entrepreneur and engineer
services will transcend retail as Elon Musk, Neuralink wants to
hack the human brain with an

consumers pushback against implanted computer chip.

Source: boldbusiness.com

cashless payments and fully-

unmanned stores, demand more
data privacy, and seek more
‘human’ interaction.

Yongin Severance Hospital in

South Korea is designed as
the first ‘5G digital innovation
hospital’ with AI, AR and IoT.
Source: itpro.co.uk
 34

Nissan in Japan has engineered golf balls with self-driving technology to control the ball's path towards the hole.
Source: caranddriver.com

What’s happening now?

Researchers at the Massachusetts Institute of Technology (MIT) are working on a 'cyborg botany' If climate crisis mitigation technology to further more collaborative,
project intended to replace artificial devices with cyborg plants to reduce e-waste.
Source: nbcnews.com
works, it will spur activity bridge the gap between global approach to
in other areas of global consumers and brands, innovating new products
common-interest, aided by helping the spread of and services, and applying
‘Phygital’ local community there, including artisanal faster, more democratised ideas and innovations, and new technologies.
services will transcend and upcycled products. communications technology. making economies more
retail as consumers Meanwhile, healthcare This will extend to using equal. It will also result in a
pushback against cashless will rely more on online
payments and fully specialist consultations
unmanned stores, demand aided by intravenous
more privacy, and seek nanobot health-monitoring
more ‘human’ interaction. technology, increasingly People will become less attracted to
Community-based aimed at mitigating the
economies, including negative health effects
fixed work employment and desire
urban, vertical, and of ageing. more flexible freelance opportunities
micro farms, will provide
for the people living
where technology facilitates project
work across organisations.
 36

People will become less

attracted to fixed work
employment and desire
more flexible freelance
opportunities where

What’s next?
technology facilitates
project work across
organisations. If population
growth slows, expect to The worst-case scenario is that
see older people delay climate crisis action fails to gain
retirement or pursue partial enough momentum, resulting in
retirement so companies people needing new technologies
can continue to benefit to mitigate the effects and help
from their experience, them live with the consequences.
creating the need for new Mexican archaeological site Chichén Itzá will be digitised in 2020 in order to
better interpret and share the sacred geography of the Maya Culture.
One of those consequences will be
technologies to meet the Source: chichenitza.com climate migration, which will make
new set of needs. economies even more unequal,
and nation states and communities
more insular. We’ll see technologies
developed to mitigate the effects of
IN 2020, EXPECT TO SEE: migration and displacement, amidst
the broader challenges of economic
VR and AR travel Mainstream inequality and an ageing society.
and navigation penetration
apps, tech designed globally of mobile
specifically for senior audiobooks,
care, urban and e-sports, cashless
vertical farming, and payments, and
autonomous cars. media streaming.

Biometric The nature of

technology, white-collar
unmanned stores, jobs shift as
and AI home AI streamlines
assistants. administrative and
data entry functions.
38

IN 2025, 5G reach half of all mobile users

globally, 4D VR experiences as ‘the
EXPECT new luxury’, bluetooth monitors replace
TVs, and AR navigation and online
TO SEE: medical consults become the norm.

Fully unmanned retail Cashless

operations limited to discount More biometric
and convenience stores as more payments
consumers demand human AI-enabled and urban
interaction when shopping. autonomous vertical farms
widely used.
public
transportation
Reduced business systems thanks
travel thanks to better to improved
video conferencing. energy storage.
40

IN 2030, A decline in retail store

branding in favour of
5G blurring the
lines between
EXPECT branding the seamless
online-to-offline
work, learning,
leisure, and
TO SEE: (O2O) retail services. travel time.

Intravenous
Cashless Urban and vertically VR/AR as
nanobots that
payment farmed food and local the norm for
continuously
pushback. micro farms produce tourism and
monitor body
the majority of the entertainment.
functions
food people consume.
and vitals.

Subcultures 5G-enabled Entire cities Home-setting

identify virtual esports designed around apps meant
with media- overtake autonomous to recreate
stream physical sports transportation with preferred
brands. in popularity. built-in AR features. home settings.
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44

04
Rights
Feeling respected, protected, and supported.

04

Rights
 46

‘Cancel culture’ or ‘call

out culture’, is on the rise.
person is safe in today’s
social-media-driven world.
continue to find their voice
in the digital era. We will
Expect to see a rise in consumer
Upset about the lack of However, consumers want also see pushback against backlash over the next 10 years as
data privacy and security,
government accountability,
companies and brands to
stand for something. Expect
the backlash emerge by
2030, as consumers tire of
consumers continue to find their
and trust in brands, to see a rise in consumer the seemingly endless cycle voice in the digital era.
consumers are lashing out. backlash over the next of reactive discourse.
No company, brand, or 10 years as consumers

Based in Singapore, Ocean Protocol is an ecosystem that connects data providers and
consumers, allowing data owners to give value to and have control over their data.
Source: medium.com
 48

What’s
happening
now?
‘Cancel culture’ is growing
as consumers feel
increasingly empowered to
call out companies, brands,
and people they disagree
with, greatly shifting
influence into the hands of
the collective consumer.

Durex India launched a brand campaign aimed at creating

awareness about orgasm inequality.
Source: newsroompost.com

These consumer it’s fun to be a part of technology. Consumers

voices aren’t always something bigger, joining will move towards a more
negative—consumers want together with others around conscious approach to
to support causes and a shared cause. data sharing in 2030.
brands they believe in, People will begin to
and activism is on the rise. Lastly, as consumers begin demand digital privacy
People are finding that to gain more control of and freedom of identity
not only is activism deeply their own voice, we’ll begin and start to ask for more
satisfying and empowering to see the social power in exchange for access to
at an individual level, but of the individual through their digital identities. SÜK is an Australian workwear brand
that caters to women’s bodies in a way
that is both comfortable and practical.
Source: sukworkwear.com.au
 50

Activism as a whole is
becoming more about
having a shared experience
that’s Instagram-worthy,
moving away from the

What’s next?
traditional protest and the
desire for transformative
social change. A more
human-centric approach Consumers will get tired of the
to data is emerging that never-ending race of ‘cancel
empowers people to culture’, making room for a change
control how their personal in narrative to emerge, with power in
data is collected and voice given back to companies and
shared. As consumers start Founded by Sir Tim Berners-Lee, Solid gives data ownership brands. Public demand for action
back to the user, allowing them to choose where to store and
to gain more access to their manage date - like a secure USB stick for the web. will peak as more global social
personal data and begin to Source: solid.inrupt.com movements develop. Youth activism
realise it’s true value, they will take the lead in drawing public
are demanding more for it. awareness of causes and will push
legislative leaders to develop and
enact ideas to make real change.

We will see a shift in the control of

personal data from the platform to
IN 2020, EXPECT TO SEE: the person. The exchange of personal
data will become more popular,
Immigration and access Consumers demand the given that total control related to the
to basic amenities (ie, right to play, tell stories, and collection, storage, and selling of
water, housing, sanitation) switch off. it will lie in the hands of consumers.
highlight issues of inclusivity Similarly, blockchain technology will
and diversity. ‘Cancel culture’ create change data ownership, empowering
rifts between consumers consumers to put the control back in
Fault lines appear in and brands. their hands by determining who has
the ethical applications access to their information online.
of technology. Activism centred around
shared experiences and
people speak about the
‘joy’ of joining a protest.
52

IN 2025,
EXPECT
TO SEE:
Corporate
responsibility as
the norm and
key measure of
Consumers performance.
demand stronger
ethics and Movement away from the traditional
greater equality protest model and movement toward
a more personal commitment in
- from each other activism efforts, empowering the
and brands. individual beyond the collective.
54

IN 2030, More
targeted
EXPECT Technology
and defined
objections
TO SEE: further in protest
groups.
enhance the
Personal data exchanges
effectiveness
widely used, putting control and success
in the hands of consumers
to collect, store, and sell in pushing for
their personal data. social change.

Consumers demand
freedom of identity, culture,
economics, and ecosystems.
Corporations shape
transnational politics.
56

05
Identity
Understanding and expressing oneself
and one’s place in society.

05

Identity
58

Identity is uniquely
personal. Consumers are
challenging the status quo,
moving away from the rigid
definitions of race, gender,
and sexuality, and choosing
a more self-defined, fluid
approach to identity. Teens,
in particular, are leading
the charge in changing
Q is the first genderless how they see themselves,
voice, created to end their actions, and the world,
gender bias in AI assistants.
Source: geek.com creating new vocabularies
and taxonomies along
the way.

People are
more connected
today than
ever before,
but feelings of
loneliness and
isolation are on
the rise and will
reach epidemic
proportions
Chicago-based Rebirth Garments
offers gender non-conforming
by 2030.
wearables and accessories for The Phluid Project is a gender-free brand that sells clothing,
people on the full spectrum of accessories, and beauty for the LGBTQIA+ community in New York City.
gender, size, and ability. Source: thephluidproject.com
Source: rebirthgarments.com
 60

Gender is the most common ever before, but feelings of

category where this loneliness and isolation are
fluidity is taking shape, on the rise and will reach
as more young teens epidemic proportions
identify themselves with by 2030. Consumers are
nontraditional gender replacing emotional
labels such as transgender connections with digital
or gender-fluid. Expect ones, and losing the
to see this fluidity evolve sensation of being present
across all aspects of and feeling alive. As the
identity, and into new push for more flexible and
product categories, over remote working situations
the next 10 years. continues, technology
will remove the need for
As consumers seek to in-person interactions.
redefine their identities, Furthermore, loneliness
rising fears of loneliness among the elderly is among
and isolation can make the most pressing issues in
them feel like they are the next decade. Income ElliQ is a social companion
robot and voice assistant
losing their sense of self, inequalities among seniors aimed at combatting
for which they have fought and a lack of resources are loneliness in older adults, from
Israel-based Intuition Robotics.
so hard. People are more only making the issue worse. Source: elliq.com

connected today than

Expect to see companies,

brands, social organisations,
and governments create
technology-based solutions
to help combat loneliness.

The BESPOKE refrigerator from

Samsung South Korea offers
customisable colours, sizes, and
textures appealing to diverse
consumer needs and tastes.
Source: samsung.com
 62

What’s happening now?

What’s next?
Consumers are moving feelings of loneliness
away from the rigid and isolation are making
definitions of gender, race, people feel like they are,
and ethnicity. In its place, in fact, losing their identity. As more people move away
a movement is emerging Loneliness is increasingly from rigid definitions of identity,
toward more fluid, self- viewed as a threat to companies and brands will respond
selected identities. As the public health. with more inclusive images and
movement grows, rising messaging that speaks to the
authenticity consumers crave.
Consequently, there will be
considerable challenges in how
this fluidity aligns with the rigidness
of rapidly developing identity
IN 2020, EXPECT TO SEE: technology. The push to create digital
identities will be met with challenges
Gender and sexual People find as consumers work through the fluidity
identity fluctuate ways to disconnect of their social identities. However,
as teens challenge from social media, as more people work and socialise
the meanings encouraged by tech from disparate locations, and seek
and traditional companies offering to create the same fluidity in their
constraints of solutions that digital identity, they will be faced
these concepts. allow for more with considerable challenges in
mindful usage. how this aligns with rapidly evolving
Continued identity technology.
backlash against Loneliness
Photoshopping, combatted Despite concerns about technology
retouching filters, through alternative pushing people further apart, it
and AI apps in therapies, including will also have a positive impact on
favour of a more cry therapy, cuddle loneliness, which will reach epidemic
authentic self. therapy, and proportions by 2030. Expect to
happiness classes. see companies, brands, social
The rise of ‘anti-tech organisations, and governments
tech’ that rewards create technology-based solutions
users for not going to help combat loneliness and fight
on their phones. the epidemic.
64

IN 2025, Workplaces enact People identify

‘tech-free’ times by their

EXPECT during the workday to experiences,

encourage workers to not their

TO SEE: reconnect in person. material

possessions.

Alternative therapies
Gender- integrate with
fluid fashion advanced technology Ecotherapy,
continue to create solutions for a series of
A push to evolve. loneliness, anxiety, nature-based
towards and depression, exercises
communal including VR therapy intended
living in incorporating to address
Broad usage
an effort voice analysis via both mental
of gender-
to combat smartphones and and physical
inclusive
feelings of machine learning to health, gain
voice
loneliness study vocal patterns to widespread
assistants.
and isolation. identify triggers. appeal.
66

IN 2030,
EXPECT
Identity fluidity persist beyond
TO SEE: social identity to online identity.

Workplaces further
adjust for the non-
binary future.
More
subtle People living together Widespread use of robots to
according to their
gender ‘tribe’ – dictated by
reduce anxiety and encourage
social interaction.
labels their mindsets and
hobbies – rather than
emerge. their family.
68

06
Value
Finding tangible, measurable benefits
from investments.

06

Value
 70

The current era is one Paired with rapid Many countries will be
of excessive and urbanisation, with 68% challenged to meet the
unsustainable consumption. of the world’s population needs of their rapidly
Social media’s ‘swipe up’ projected to live in urban growing urban populations,
culture has perpetuated areas by 2050 (United so consumers will be at
the chase for buying more Nations Population Fund), the forefront of redefining
and buying better. With consumer preferences value through tomorrow’s
climate change as one will dramatically shift. sustainability needs.
of the defining issues of
modern society, consumers
are taking a closer look
at their own consumption
Driven by a desire for more
habits, and looking to make environmentally-conscious
changes today that lead to
a better future.
purchases, consumers are in
search of more affordable used
items, leading to growth in the
second-hand economy.
Depop is a peer-to-peer shopping app, headquartered in London, that
allows users to buy and sell clothing, and follow sellers of influence. Sharing Cities Sweden seeks notoriety as a country that
Source: tempocap.com actively and critically works with the sharing economy.
Source: @sharing_sweden via Twitter

Taking a closer look at

consumption habits will
change consumer opinion
about the value of goods
and services.
 72

The sharing economy is opinion about the value of

well positioned to help goods and services. While
consumers navigate their consumers are in search of
desire for convenience a more mindful approach
and more sustainable to their spending, they also
consumption. desire something that is
authentic and unique to
This closer look at them, that fits within their
consumption habits is ever-evolving identity and
changing consumer desire for non-conformity.

While consumers are in search

of a more mindful approach to
their spending, they also desire
something that is authentic and
unique to them.

Mercedes-Benz offers a subscription

service in a handful of cities worldwide
that enables drivers to change car
models without any additional costs.
Source: Mercedes-Benz

Source: @muglifecafe via Instagram

Sydney-based Mug Life, a hip-hop
café, partners with Sneaker Laundry,
a Melbourne-based sneaker cleaning
company, to offer customers a thorough
sneaker cleaning with their coffee.
 74

What’s happening now?

Consumers are redefining used items, leading to
value through the lens of growth in the second-
the impact their purchases hand economy. Companies

What’s next?
have on the world. Driven are moving beyond the
by a desire for more functional benefits to
environmentally-conscious the emotional benefits
purchases, consumers are in of a purchase. Consumers will distance themselves
search of more affordable from fast-paced lifestyles and excess
consumption and move toward
slower, minimal consumerism that
emphasises durability, protection,
and functionality. Rapid urbanisation
will shrink available space in
the home, office, and shared
environments, demanding consumers
buy less ‘stuff’. The movement away
from a ‘swipe up’ culture will see
influencers lose their influence.

IN 2020, EXPECT TO SEE:

Radical transparency The desire to Interest in fast-
in the value of clean find what ‘sparks fashion diminish as
products, services, joy’continue to consumers demand
and places. dominate the greater longevity
consumer mindset. from their purchases.
76

IN 2025, Rapid,
mainstream
EXPECT Purposefulness and ethical growth in the
business philosophy rise second-hand
TO SEE: to the top. economy.

Brands
prioritise Sharing economy
people services continue
and the Greater value placed on
planet over inner journeys rather than to evolve, moving
profitability. outer appearances.
beyond economic
benefits to the
The luxury goods market environmental and
grow as more consumers social benefits.
opt for longer-lasting,
sustainable goods.
78

IN 2030, The sharing ‘Slowness’

become
economy force
EXPECT urban planners
an ideal
state, with

TO SEE: to focus on
consumers
completely
turning
efficient use of away from
Consumers embrace resources within any desire
creative, artisan values for speed.
and genuine, quality, the concept of
and durability products. ‘sharing’ cities.

Consumer spending
focused on public
utility rather than
private exclusivity.
80

07
Experiences
Seeking and discovering stimulation.

07

Experiences
 82

While the demand for

stimulation is not new, the
role it plays in consumer
decision-making is
evolving. No longer
should ‘the experiential’
be diminished as a mere
marketing tool or a fad;
instead, consumers are
experiencing powerful
emotional connections to
brands that are creating
a point of differentiation.
Technology has made
experiences available
to the masses, while
simultaneously creating a
counter demand for offline
interaction with brands.

Technology
has made
experiences
available to the
masses, while
simultaneously
creating a
counter demand
for offline
interaction
with brands.
KFC Australia offers a fried chicken-themed wedding service, complete with a KFC-themed
celebrant, food truck, photo booth, music, and customised chicken buckets for guests.
Source: kfc.com.au
 84

SK Telecom launched South Korea's first AR zoo accessible by smartphone. e-ZONe Denno Kukan is Japan's first esports-dedicated hotel.
Source: sktelecom.com Source: kotaku.com

Both act as a means for matter to them. People are Traditional What’s happening now?
consumers to feel like they
are stepping out of their
challenging themselves in
more demanding ways than
boundaries like Technology is driving for offline interactions to experience what, when,
comfort zones. ever before; meanwhile age and gender experiences, from leisure become more extreme and and how are falling by

The tenets that make

others seek thrills in the
‘nothing experience’ and
that dictate who to retail, and has become
the norm both in the
boundary-pushing. the wayside. Meanwhile,
nostalgia is playing an
up experiences enable the importance of shutting should experience home and at work. But Traditional boundaries essential role as consumers
consumers to feel like
they are in control of
down, switching off, or
simply not doing anything
what, when, and the constant connectivity
is also causing demand
like age and gender
that dictate who should
increasingly seek comfort
and security.
their lives and enriching at all. how are falling by
their lives in the ways that
the wayside.
 86

What’s next?
Collective experiences will gain
more and more popularity. At-home
experiences will shift to meet the
needs of more single-dwellers and
The mission of The Sweet Art Museum in São Paulo is to Chinese bubble tea chain HEYTEA offers a series of snacks
‘spark the imagination, cultivate happiness, and promote and accessories, including stinky tofu and smelly socks.
multi-generational households. At
the sharing of good memories’. Source: internationalsupermarketnews.com the same time, people will start
Source: @thesweetartmuseum via Facebook
to redefine what experiences
they want as individuals. This will
include the experience of doing
nothing as people make more
IN 2020, EXPECT TO SEE: mindfulness decisions about what to
do with their time. Education as an
Mainstream activities A more holistic approach to experience rather than a necessity
like escape rooms experiences where being in will develop as people seek the
become more challenging the moment of a mindfulness new and non-traditional.
and extreme. activity is as important as
the end benefit.
Interest in purposeful travel
and leisure activities surge. A renewed focus on
older traditions and
Life stage and celebrations that are
generational boundaries centred around heritage
shift as ‘childishness’ and nostalgia, as they bring
and ‘playfulness’ communities together.
become the key to
relaxing and escaping. The cycle of nostalgia
become shorter as
consumers yearn for the
not-so-distant past.
88

IN 2025, Growing uncertainty,

pressure, and stress
Online
providers

EXPECT create demand for

brands and organisations
takeover
existing

TO SEE: to provide support

through experiences as a
bricks-and-
mortars
channel for escapism. to bring
services such
Esports rise to the as Netflix
Cinemas.
top as one of the
most lucrative
entertainment
markets, with
competitiveness The growth in single households drive
further demand for pets and the smart
being the technology to help care for them.
core driver.
90

IN 2030, Greater importance

EXPECT placed on ‘shutting down’
TO SEE: for pleasure.

An emphasis on
Traditional education reaping physical
routes become and emotional
benefits from ‘nothing
immaterial as consumers experiences’, in
particular, the impact
prioritise their own on work and
happiness and explore life priorities.

new pathways to
education and career.
 Mintel has been at the
forefront of predicting
the consumer trends that
matter most, calling them
early and accurately, for

YOU HEARD
over 15 years.

You know your market.

We know where it’s IT HERE FIRST.
heading next.
 © 2019 Mintel Group Ltd. All rights reserved.
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