There seem to be no end to the challenges of doing business in today’s world. Customer targeting has become more complex, building brand loyalty is trickier than ever – and strategic planning can seem almost out of reach.
In this environment of overload and struggle, trends can act as a compass, helping you:
• Focus on the consumer’s voice to drive decision making • Uncover emerging movements and consumer segments • Inject fresh thinking into existing consumer strategies • Process current events in a way that points you toward the future
A trends-centric approach can be your compass to navigate these difficult times, using the consumer voice to drive your strategic philosophy and decision-making approach.
Trends in action: The sustained rise of ambition
Over the course of 15-plus years, we have seen ambition gain momentum – and transform -- among consumers.
In 2006, the US “Striver” segment – marked by a desire to get ahead in career and lifestyle – was beginning to advance. In 2017, we saw a resurgence in Achievers and associated values. And this year, the Aspirer segment sits at #1 and steadily rising -- yet is redefining what ambition means, with status and wealth being de-prioritized in favor of creativity and freedom. Growth in this trend is largely driven by the younger generations.