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Changing Values As a Megatrend Driver

April 2018

There is dramatic change underway in consumers’ values, as they put less emphasis on traditional transaction “value” based consumption and focus more on personal “values”. This shift in what is important to consumers plays a powerful role in driving the most influential megatrends impacting consumer markets. These megatrends include Healthy Living, Ethical Living, Connected Consumers, Shopping Reinvented, Middle Class Retreat, Premiumisation, Experience More and Shifting Market Frontiers

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There is dramatic change underway in consumers’ values, as they put less emphasis on traditional transaction “value” based consumption and focus more on personal “values”. This shift in what is important to consumers plays a powerful role in driving the most influential megatrends impacting consumer markets. These megatrends include Healthy Living, Ethical Living, Connected Consumers, Shopping Reinvented, Middle Class Retreat, Premiumisation, Experience More and Shifting Market Frontiers

Introduction

Scope
Megatrend analysis
Key findings on changing values
Changing consumer values and priorities for a better life
Changing consumer values: important priorities for happiness

Generational Shifts

Changing consumer values: leading life priorities
Move over millennials….here comes gen Z
Impacts of generational shifts
Ben & Jerry’s: brand values resonate with generation z

Gender Evolution

Challenging gender stereotypes
Impact of gender evolution: gender roles
Impact of gender evolution: gender neutrality
Panacea: inclusive skincare regardless of gender

Cultural Factors

Betterment plays a key role in shaping consumer cultural values
Impacts of cultural factors
Toms: the “One for One” giving story

Changing Political Factors

Empowered consumers want to change the world

Changing political factors

Impacts of changing political factors
Airbnb: investing in its political beliefs

Changing Values and Megatrends

Changing values generates and shapes the eight megatrends
How changing values generates and shapes the megatrends

Conclusion

Changing values: what you need to know
Leverage the power of megatrends to shape your strategy today
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