In this, our last installment of rapid-fire consumer shifts, we’re accounting for noticeable changes in experience and engagement. How people move through the world and interact with brands and businesses, approach their roles and responsibilities, and choose pastimes and products. Culture prompts the consumer in a different way now, and there’s a perpetual stock-taking to adjust for more of “this” and less of “that.” Stick with us, and we’ll keep you on pace.
1. Passive Travel vs. Active Travel
Booking lazy vacations in warm climates, with luxury branded beach clubs, and hitting the prescribed hot spots for an Instagram-instigated itinerary is giving way to holidays with richer, more active agendas and accomplishments. Due partly to warming climates and partly to overcrowding, colder climates with activities connecting to nature, culture, and the arts are pulling ahead. Hospitality and related industries plan for new places of interest to take the attention away from Italy and the South of France.
Dive deeper into our Travel & Leisure report for more itinerary updates.
2. Reservations vs. Walk-Ins
Shelling out money for a membership or reservation so you can spend more money at that establishment is making as much sense to consumers as it should. People are tired of the work they have to do to patronize your business. We felt it starting in 2022, saw another shift in early 2023, and a NYTs article backed us up. Partner all this consumer sentiment with a tendency toward elevated fast food and street food, and we say something is happening.
3. Self-Starting vs. Career Development
We’re seeing reports, posts, and articles and hearing anecdotal evidence in support of returning to a more traditional work environment. Particularly for those entering the workforce or starting new positions from 2020 to 2023 and for many working in organizations where social awareness began overshadowing structure and exposure to managers and mentors. Individuals and businesses are suffering from a lack of guided career development. We suspected as much.
4. Striking It Out vs. Knocking It Out Of The Park
The ubiquity of pop-ups, collaborations, and activations around key events or cultural calendars is unmissable. The sheer volume begs comparison, but so too does the customer response. And lately, in an effort to stay competitive and visible, poor execution is popping up more often than we’d like to see. To stand out, we stand by originality, creativity, and innovation as brand distinguishers.
Read Awestriking to learn more about what makes a space a place.
5. FOMO vs. Phone Free
Despite FOMO becoming a dictionary term based on the impact scrolling social media had on people, a growing number of studies and stats, not to mention Congressional Hearings, show that children need and are grateful for phone-free time. Indications show that phone usage guidelines, including the potential ban of phones in schools and Instagram’s newly published safeguards, are a welcome relief, but many say it’s not enough.
6. Croissants vs. Baguette Bags
We’ve said it before, but for the sake of consistency and completing this cataloging of consumer presences, special snacks, treats, and savory delicacies are grabbing more attention than “It” bags and fashion hauls as a luxury spend. Green juice started it with a flurry of posts of juice-as-brag and designer bag as a backdrop. More economical in this time of high pricing, the $20 that once went a long way at the mall is going to a bag of NYC candy shop darling Lil Sweet Treat.