Self-Branding - Consumer Trend Analysis

Self-Branding - Consumer Trend Analysis

Summary

This report is part of the GlobalData Trend Tracker report series, which analyzes trends GlobalData's top consumer trends for 2022 related to consumer sentiment, lifestyles, attitudes, and behaviors. The report showcases how the trend has evolved during the pandemic, future considerations, and what this means for businesses.

The characteristics of this trend have shifted from individualistic to more outward-looking. Before the pandemic consumers were focused on the need to convey an image of prestige or uniqueness through their consumption choices. During the pandemic consumers have re-evaluated their aspirations and identity within the context of society, for instance seeking more ethical and sustainable brands.

Scope

• Retail, food and drink, and personal care innovations most effectively accommodate consumers' lifestyle aspirations.
• Brand/celebrity/influencer collaborations are an increasingly popular way to reach new consumer audiences.
• Younger generations are typically seen as most engaged with social movements and topical issues. However, brands can still target older groups on certain themes.
• Social media has encouraged growth of certain consumer trends and is a platform for brands to engage with consumers on these topics.

• Recognize what has driven the evolution of consumer attitudes so far, and why brands must incorporate Self-Branding attributes and features.
• Identify where the market is going and how consumers react in different categories.
• Access valuable strategic take-outs to assist future decision-making and product development.