Today, Zenith UK released its consumer trend report for 2020, The View, which predicts 2020 will be the 'year of renewal', a year of renewed optimism where consumers will be re-focusing their time and attention around simplified, realistic and attainable goals and interests. The report reflects on 2019 and shares predictions for the top consumer trends in the coming year, with a special focus every year on three cultural trends, which for 2020 they are: Renewed Passions, Easy Living and Media Gets Real.
Leonie Galliford, head of insight at Zenith UK explains: “Pre-2020 people have experienced years of instability and uncertainty both in their own finances, and politically, as well as seeing massive shifts in ways they can communicate, consume media, and even shop. This in turn has made planning their lives more complicated. 2020 gives the opportunity for renewed optimism, and we predict this year will see consumers shift to re-focus their time and interests around more simplified, attainable and self-focused goals, rejecting inauthentic, negative, or complicated life choices.”
Renewed Passions: Consumers Spending More Quality Time With Things That Matter
Consumers optimising their indulgences (less drinking, finding more sustainable products), working harder to take longer holiday breaks and escape from professional pressure, and a renewed priority on mental health and self-care.
Easy Living: People Looking For Guidance, Streamlined Choices
With a growing array of choices today, consumers are gravitating toward streamlined services, seeking guidance in decision-making and taking recommendations from 'the stars.'
Media Gets Real: Consumers Want Authenticity, Safety and Seamless Connectivity
The rise of devices, 5G connectivity and the fact that everyone now has a platform to share their stories or their products, people are seeking out authentic and meaningful experiences.
The View was created by Zenith Insights, Zenith’s dynamic team of Insight generalists and specialists. The team comprises eight people who work across the range of Zenith clients, providing in-depth analysis of secondary research, as well as producing their own award winning work, incorporating quantitative, qualitative and behavioural insights.
The report, which you can read here, is a combination of Zenith insight, researcher interpretation, and recent research pulled from a variety of sources including: Mintel, Future Foundation, Canvas 8, IPA, TGI, Zenith Forecasts, Gfk.
Discussions on these trends are also available to listen to via the Zenith UK podcast, Overhyped or Underplayed: Consumer Trends 2020, hosted by Zenith UK’s Katharine Hansford, Strategic Innovation Director. Experts featured in the podcasts include Amy Williams, CEO and Founder of Good-Loop and IAB’s Tom Stevens, Head of Marketing, as well as Zenith UK’s Gabriella Corper, Insights Manager and Richard Clay, Group Strategy Director.