Research from leading global communications company Euro RSCG Worldwide is showing a historic shift in consumer values and behaviours, as people begin to rethink what is important and how they want to live. Analysing the findings of its survey of 5700 adults in seven markets (Brazil, China, France, Japan, Netherlands, United Kingdom, United States), the company reveals how changes in consumer consciousness are driving people away from the hyperconsumerism of recent decades and toward a more mindful approach to living and consuming. The results of the New Consumer study were released this week in a white paper and presentation on www.TheNewConsumer.com.
In their personal lives, people are fed up with today's dumbed-down culture and surface-level interactions; they are craving a more meaningful and satisfying approach to life.
In their consumer lives, people have grown weary of disposable goods, excess consumption, and endless attempts to move up to nicer cars, bigger homes, and the latest in everything; instead, they are finding value in downsizing and "substance shopping"-a shift with important implications for marketers and brands.
Seeing signs of discontent
"For some years now, we have been seeing signs of discontent with our culture of hyperconsumerism," said Marian Salzman, president of Euro RSCG Worldwide PR, North America.
"These signs have ranged from the Slow Food and Buy Local movements to the mainstreaming of eco-consciousness. In the developed markets of the West especially, people are tired of the emptiness of MORE. What they want more of doesn't come in a shopping bag: They want to feel more connected to other people and to higher-minded goals. They want to live a life filled with more meaning and less excessive accumulation. For the first time in quite a while, the phrase 'Less is more' is striking a strong chord with people."
As part of this new mindset, people are rethinking every aspect of their consumption, from what and why to where they buy:
"As marketers, it is our job to help our clients grow their businesses and brands in a way that is both profitable and future focused," said Naomi Troni, global chief marketing officer of Euro RSCG Worldwide.
"Our explorations into the New Consumer have demonstrated to us that the consumption triggers of old will no longer be successful in terms of activating consumption and building brand loyalty. Instead, we and our clients must develop product portfolios and communications approaches connected to the new values people crave, including community, simplicity, sustainability, responsibility, and rootedness."
To access The New Consumer in the Era of Mindful Spending white paper and presentation, as well as other materials based on the study, visit www.TheNewConsumer.com.
Euro RSCG Worldwide is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Age and Campaign in the same year.
Go to: http://www.eurorscg.com