Top five consumer trends in 2009

LONDON - Marketing identifies the five most important consumer trends of 2009.

1 The decline of trust

From the implosion of Britain's biggest banks to the MPs' expenses scandal, 2009 brought a fundamental shift in consumer attitudes to some of the country's biggest institutions. Inevitably, this shift spilled over into consumers' relationships with brands, which have responded to this growing unease with a flight to nostalgia advertising in a bid to reassure consumers.

2 Credit-crunch chic

'Because you're worth it' has been replaced by 'Can you afford it?' as Britain faces up to the worst financial fallout in recent history. Old-style thrift has superseded house prices as the dinner party fodder of the middle classes. Of course, for many of the new frugalistas, this is something of an imagined recession, as declining interest rates have left them with higher disposable incomes. As ever, what consumers say and actually do remain very different - luckily for some, Net A Porter can now deliver in anonymous brown packages.

3 The rise of the canny consumer

This was the year in which online discount vouchers entered the main-stream. Previously the preserve of festive offers and limited sales, it now appears that consumers cannot buy anything without a discount code or voucher. For the struggling restaurant sector, BOGOF vouchers have become the norm and more socially acceptable - although perhaps not on a date.

4 Social networking neurosis

In 2009, it appeared that life for many consumers simply wasn't worth living unless it was documented on Facebook or Twitter. Every minute of the day, from what they ate for breakfast to the break-ups and make-ups of relationships, were broad-cast. How comfortable consumers are with brands using this information for commercial purposes remains to be seen. What is clear is that brands falling short on customer service are being named and shamed in an instant, presenting a big challenge for marketers.

5 Crowd-sourcing

Getting consumers to create products, ads and ideas for brands was one of the most compelling themes of the year. Brands as diverse as Peperami, OXO and Doritos leaned on consumers to come up with ideas for products and advertising, netting valuable PR coverage in the process.

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers