2019 is well and truly upon us. We asked Sam, our Head of Insight, to give us the low down on what to expect in terms of consumers trends this year.
The increasing importance of user experience testing
For many (most) brands, their websites, apps and social media accounts are the most important communication tools. For this reason, user experience testing will become even more key for brands to remain competitive in 2019, regardless of their product or service.
Whether it’s the redesign of a website, the development of content, or the introduction of new app features, brands must continue to invest in UX testing in order to deliver on consumer expectations. Only by continuously improving the overall user experience will a brand be able to increase the chances of converting and retaining customers.
For more information on how UX testing helps deliver a great brand experience, and how Brass Insight can help, read my previous blog from the end of 2018.
The continuing conundrum of privacy and trust
With every Facebook headline, landmark event such as GDPR, or the breach of 500 million Marriott guest’s personal information, the data ethics debate was constantly on the agenda in 2018.
Data privacy will be front and centre in this debate in 2019, making it a constant concern for brands. For increasingly cyber-conscious consumers, the notions of privacy and trust are intrinsically linked – they can make or break the success of an organisation.
82% of consumers indicate they would choose not to buy from an organisation they don’t trust to protect their data. Conversely, 75% indicate they are willing to share their personal data with a brand they trust1.
Facebook found this out the hard way in the past year. In 2017, 79% of consumers said they trusted Facebook to protect their privacy. In 2018, after the aforementioned headlines, only 27% of consumers now say the same2.
The year of ethical authenticity
Consumers have been demanding more and more responsibility from brands in recent years. A third of consumers in the UK say they actively choose to buy from brands they see as doing environmental or social good3.
With “social good” being a broad term, it’s left up to brands to explore how they can demonstrate their responsibility in a way that consumers want – whether that might be plastic-free, a reduction of waste, charitable profit, or ethical sourcing.
That said, ethical claims may not be enough in 2019 – consumers will also demand authenticity, with 63% of global consumers claiming they would buy from an organisation they consider to be authentic4.
What is authenticity? On face value, it appears rather simple:
- Tell a relevant and engaging story
- Communicate honestly with customers
- Generate, share and stick with brand values4
However, authenticity can certainly be a nuanced concept, depending on brand, product, or industry sector. Speak to Brass Insight about the way we can use consumer research to communicate brand authenticity.
The quest for total wellbeing
Consumers in 2019 will continue to seek holistic solutions to wellness, looking both externally (to their surroundings) and internally (towards their physical and mental wellbeing).
It’s becoming accepted that if people look after themselves more holistically, they can make small changes – physical or mental – that will give them a better quality of life, and brands can support them on the journey.
Key areas where consumers desire support include exercise, sleep, nutrition, weight management, and mental health. These are areas that cross over into many consumer categories, from financial services, to leisure and tourism, via home electronics. Brands which recognise the relationship between their products and consumer wellbeing could see great success in 2019 – expect to see the exploration of a myriad of partnerships and support mechanisms.
Linked to total wellbeing is the notion of social isolation, where heightened technology can make the world a lonely place. In recent times, we’ve seen this translate into a demand for products and services that help consumers learn to “go offline”.
In 2019, expect to see brands strive to bridge the gap between digital and offline through driving customer connections and creating unique community spaces.
Speak to Brass Insight about the methodologies we can use to help your brand leverage available technology to deliver a supporting (and relevant) consumer wellbeing experience.
1 https://www.groundtruth.com/insight/five-consumer-trends-watch-2018/
3 https://www.raconteur.net/retail/ethical-commerce-is-in-demand-and-on-the-rise