The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreAug 2017
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This report is an update on how the Get real – the allure of authenticity trend, identified in Euromonitor’s Top 10 Global Consumer Trends for 2017, is progressing. It examines the sustained consumer interest in the ‘real’ in products and experiences and consequent rejection of what is perceived as ‘synthetic’ or contrived. It discusses innovations created in sync with this interest, as well as the value of its incorporation into brand business and marketing strategy
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
With authenticity a key consumer trends for 2017, a stress on authentic elements is something that brands can focus on to meet shopper interests and so add value for them;
The consumer rebuff of things synthetic and a love for the natural and ‘less than slick’ is likely to be expressed in consumer choices and buying aspirations more broadly.
Brands should bear in mind that authenticity is a highly personalised ‘you know it when you see it’ construct in our minds rather than a template;
Shoppers are looking out for ‘the real’ by trying to spot qualities such as durability or health-giving aspects - positive features often found in products that are strong on ‘the natural’ and heritage for instance. These values help give authenticity its compelling appeal when they seem to be part of goods or services for sale. This assurance makes shoppers less likely to doubt their own judgement due to a misrepresented reality. It therefore inspires consumers with the confidence to buy.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.