Consumers, they are a-changin’

Increased dependence on technology, new concepts of identity, a demand for real experiences and a rise in consumer rating are some of the top priorities of consumers in the next 10 years, according to the Dentsu Consumer Vision 2030: The Age of Inclusive Intelligence, a futuristic study by global marketing services group Dentsu International.

Drawing on in-depth interviews with world-renowned futurists, academics, authors and experts, together with multiple proprietary consumer surveys from more than 20 countries, the study shows how consumer behavior is transforming with the pandemic and beyond.

“Dentsu’s study gives us a glimpse into how the consumer landscape will evolve and, in turn, how brands can seamlessly build loyalty. These trends are not just focused on brand survival, but equip brands with long-term vision as they navigate the next 10 years,” shares JC Catibog, CEO of Dentsu Philippines.

Out of the 12 global trends in the study, Dentsu featured eight key trends that are most relevant to the Philippines.

Under “Every Brand is a Health Brand,” the study shows that securing long-term health will be the top priority of consumers in every purchase decision in the next decade.

As safety concerns remain, people will leverage technology to foster human connection despite distance. “Tech Togetherness” looks into how immersive virtual technology will transform how people interact with each other, making online communication feel just as real as in-person.

Titan brands

“Virtual Sets the Standard” shows how the community quarantine is fueling an appetite for eSports and virtual gaming even further.

Similarly, the study finds that the unprecedented growth of e-Commerce gives way to a “Rise of the Titan Brands,” where online retailers will increase in size and scope, while consumers depend on them for all their lifestyle needs.

These needs include care for the planet, as the trend “Acclimatise Now” highlights the growing concern of consumers on the environmental impact of brands and their response to climate change.

This movement of consumer activism is echoed in “Kaleido-dentity”, which reveals consumer belief that advertisements and the media still do not accurately represent reality in terms of diversity and identity.

Meanwhile, the “5-star citizens” trend indicates that, in about 10 years, it will be standard practice for brands and governments to rate their consumers and citizens. Companies will increasingly use a reward and punishment system, based on their consumers’ behavior, to determine access to transportation, accommodation, and the quality of goods they can buy. At the same time, these ratings may determine how citizens can access exclusive and public services.

Distinct perspectives

With many aspects of consumers’ lives becoming increasingly reliant on technology, the “Human Dividend” emphasizes that consumers will put a premium on human interaction. A growing demand for “real” experiences may translate to more people taking active breaks away from technology in the next five to 10 years.

Dentsu’s launch of Consumer Vision 2030 brought distinct perspectives and expert third-party insights on how brands can respond to these trends in the coming years.

Guest panelists include: Bea Evardone, chief operating officer of Republiq Group of Companies, known for her distinct work in marketing to VisMin consumers; Ralph Aligada, vice president of Gariath Concepts, a leading eSports and gaming events organizer in the country; Dr. Beverly Ho, director for health promotion of the Department of Health, where she plays a vital role in information campaigns of the government’s COVID-19 response; and Ash Presto, an instructor and sociologist from the University of the Philippines known for her academic and civil advocacy work.

With these learnings, Catibog hopes to help guide brands in making meaningful progress by developing “inclusive intelligence”—where they incorporate new views, values, and behaviors as they engage and build lasting relationships with Filipino consumers.