By applying a megatrends framework, brands can better understand the long-term forces and macro drivers influencing shifts in consumer behaviour. This report highlights five megatrends defining consumer markets and influencing how brands innovate, engage and stay competitive in a rapidly changing marketplace.
Delivery
This report comes in PPT.
Key findings
The growing importance of effortless and emotional in tomorrow’s interactions
Looking ahead, consumers’ view of successful transactions and experiences is likely to contain a blend of desired convenience, displacement and emotional elements. As consumers become less actively involved in transactions, the trust and understanding delivered via the emotional components will drive loyalty and fortify differentiation.
Making experience the product, regardless of the industry
Consumers have fundamentally shifted from valuing ownership to seeking experiences that deliver emotional connection, joy and self-expression across all industries and categories. The winning strategy is to create experiences that are memorable, sharable and clearly “worth it”.
Meeting evolving consumer expectations by delivering value and purpose
Sustainability is now a baseline expectation. To stay relevant, brands must deliver performance with purpose, embedding ethical practices and the reduction of environmental impact across the entire product lifecycle. Clear, seamless sustainability builds trust, strengthens loyalty and ensures long-term relevance.
Navigating the rise of flexible value ecosystems
Consumers increasingly define value beyond price, prioritising emotional, functional and ethical relevance, searching for the mix that is “right” for them. Brands must deliver dynamic, flexible propositions tailored to evolving needs, leveraging hyper-segmentation and personalised value ecosystems.
Capturing value in a diversifying wellness landscape
Shifting wellness aspirations towards healthspan, personalised health and clinical validation opens new innovation streams for advanced interventions facilitated through longevity science, predictive diagnostics and more interconnected industry sectors and business models.
Why read this report?
Key findings
Foresight-driven innovation: Solving real consumer needs
Understanding the long-term consumer shifts to inform innovation strategy
Leaders harness megatrends to shape strategy and drive change
Megatrends play a key role in the path to innovation
Megatrends definitions
Five macro drivers continuously shape consumer behaviour shifts
New value levers set to catalyse growth of Convenience
Grab’s super-app effectively showcases the power of speed, frictionless and channel
Chewy blends emotional elements into its customer experience
Convenience: What to focus on
The winning playbook will likely leverage tech, emotional IQ and disintermediation
Elevating brand relevance through experiential value
“Nothing cracks like Magnum”: Sensory storytelling and immersive experience
Nike Member Days: Driving experience-led loyalty and growth
Experience More: What to focus on
Make experience the product
Sustainable Living: From aspiration to expectation
Albert Heijn launches plant-based blended dairy and meat products in the Netherlands
L’Oréal’s global push to make refills a beauty standard
Sustainable Living: What to focus on
Sustainability as a strategic lever: Redefining value, trust and growth
Beyond the bargain: The rise of flexible value ecosystems
Danone adopts dual-track pricing strategy
Starbucks balances mobile innovation and social spaces
Value Propositions: What to focus on
Navigating changing value perceptions with authenticity, adaptability and alignment
Wellness dimensions diversify as longevity science and technology proliferate
January AI fuels AI-powered predictive metabolic insights for nutrition health coaching
Timeline Mitopure delivers inside-out and outside-in cellular level optimisation
Wellness: What to focus on
Holistic and advanced wellness solutions accelerate cross-sector convergences
Recommendations/opportunities for growth
Questions we are asking
Unlocking the Power of Megatrends for Consumer Goods Innovation
The four key steps to successfully incorporating megatrends analysis into your business
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