ConsumerShift identifies the changing consumer values and external trends that are remaking the consumer landscape. Five key themes form the core of these changes, making “A CASE” for change. Second, is “C”: Connection.
Life feels out of control. Many have the desire to get reconnected with what is really important in their life. In its extreme form, this could manifest as a sense of angst. The busy-ness of daily life and the need to “keep up” has reached a point where people feel they’ve lost touch with their priorities. Thus they are seeking to scale back, focus, and enjoy those activities they are involved—and not feeling like they are always rushing to the next thing. They want to spend more time with family and friends, get more involved in their community, know who their neighbors are, and who they do business with—in general they want to become more re-engaged with their daily lives. We might call it a search for “authentic connection,” drawing on #1 Authenticity from last week. Andy Hines