Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Strategy Briefing

Update on Our Top 10 Global Consumer Trends for 2017: Identity in Flux

11 pages, Sep 2017

US$570

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

This report is an update on how the Identity in flux trend, identified in Euromonitor’s Top 10 Global Consumer Trends for 2017, is progressing. It examines how the 2017 consumer is harder to characterise as identity is multidimensional and in flux, with aspects of our identity such as race, gender and national identity increasingly questioned and perceived as more elastic. This is something that brands need to address when planning their business and marketing strategies.

Files are delivered directly into your account within a few minutes of purchase.

Overview

Why buy this report?

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.

2017 consumers have more complex personas

A consumer in 2017 can play with and have multiple identities. They can be a blogger, a mother, a scientist, a migrant worker and a clubber. New York Times journalist Wesley Morris concurs: Our rigidly enforced gender and racial lines are finally breaking down… There’s a sense of fluidity and permissiveness.

Identity politics

Popular culture remains sensitive to perceived controversies in identity politics. Vogue Magazine apologised in July 2017 for its ‘gender-fluidity’ cover story entitled “Gigi Hadid and Zayn Malik are part of anew generation embracing gender fluidity” in which the high profile couple playfully talked about borrowing each other’s clothes. This apology was promoted by social media objections from readers criticizing the magazine’s decision not to feature actual people who identify as gender-fluid.

Cultural appropriation

The issue of ‘cultural appropriation’ continues to simmer in 2017, with high profile individuals demonstrating a more elastic understanding of ethnicity and ‘choosing’ their identities, but some‘accused’ of unrightfully borrowing aspects of culture from others.

A post-gender sensibility

The world in 2017 continues to express aspects of a ‘post gender’ culture or sensibility which rejects rigid gender identity in diverse spheres that impact consumption directly, from workplace culture to holiday trends to parenting norms.

Euromonitor International

Euromonitor International

Megatrends

Strategy Briefing

Update on Our Top 10 Global Consumer Trends for 2017: Identity in Flux

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

2017 consumers have more complex personas

Identity politics

Cultural appropriation

A post-gender sensibility

Want to find out more about this report?

Table of Contents

Identity in Flux: Update

Scope

2017 consumers have more complex personas

Identity politics (1)

Identity politics (2)

Cultural appropriation

A post-gender sensibility

Fashion and identity

Case study: An ambassador of diversity in a trend-sensitive industry

We before me?

Key takeaways for brands

Why buy this report?

Want to find out more about this report?

Recently Viewed

Recently Viewed

Megatrends

Strategy Briefing

Update on Our Top 10 Global Consumer Trends for 2017: Identity in Flux

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

2017 consumers have more complex personas

Identity politics

Cultural appropriation

A post-gender sensibility

Want to find out more about this report?

Table of Contents

Identity in Flux: Update

Scope

2017 consumers have more complex personas

Identity politics (1)

Identity politics (2)

Cultural appropriation

A post-gender sensibility

Fashion and identity

Case study: An ambassador of diversity in a trend-sensitive industry

We before me?

Key takeaways for brands

Why buy this report?

Want to find out more about this report?

Recently Viewed

Complete Catalogue

Global Survey Reports

Economies and Consumers

Recently Viewed

Complete Catalogue

Global Survey Reports

Economies and Consumers