If we must choose just one word to explain consumers’ behaviours in 2023 it should be
REBELLION
Don’t think this is just Gen Z or Millennials asserting themselves; it’s cross-generational. Consumers are questioning previous norms, ignoring received wisdom and adopting a YOLO mentality. Post-pandemic and in the face of an uncertain future and a feeling of powerlessness consumers are now taking control of their life by living it on their terms.
Instead of doing what they should do, they’re doing what they want to do
There’s even a new noun to describe it - permacrisis. It feels like never-ending crisis after crisis are arriving thick and fast. So in the face of an uncertain future consumers are taking control of their future, by writing their own personal narratives - on their terms.
While risk aversion behaviours still linger, there’s a growing counter-trend: the here-and-now, indulgence, a YOLO hedonism and excess. Instead of doing what they should do, consumers are doing what they want to do - and damn the consequences.
Half of global consumers agree with the statement “I try to have as much fun as I can now and let the future take care of itself” (source: Foresight Factory), and this sentiment is growing. So why not make the most of the here and now if the world is on fire?
Smart and agile brands are facilitating this trend. BNPL offerings across many brands are enabling consumers to “live now, pay later”. In-the-moment indulgence and pleasure-seeking are being offered. Food and beverage brands are rejecting the usual restrained health - and sustainability-focused branding - in favour of riotous colour and playful messaging. UK retailer John Lewis has a new brand promise and slogan, “For all life’s moments”, to reflect a desire to celebrate the every day despite consumers’ finances under pressure.
BeReal helps you feel better
There’s also a new desire for authenticity.
A new generation of apps is challenging social media apps designed for maximum stickiness that demands constant engagement from users with a focus on less frequent, more rewarding experiences.
Led by BeReal, the App Store’s top social media download in the United States, United Kingdom, and Australia, in August 2022. BeReal is simple.
At a random time each day, all users upload their photos, made up at that exact moment from both their forward-facing and selfie cameras. There are no filters, so it’s a genuine reflection of what they and their surroundings look like at that time, which only their friends can see.
Many traditional social media apps have pivoted to copy its success by cloning its functionality. For example, TikTok Now urges users to instantly share a short video or photo at an unscheduled time. Rather than overwhelm users, the dating app Thursday only allows singles to match and chat one day each week, building anticipation by limiting engagement and allowing users to connect more authentically.
What does this mean?
It means unrestrained indulgence. It means escapism. Simpler pursuits with less lofty, transformational goals at their heart but in an economic downturn still wanting the brand to remain committed to future change.
So what?
There’s an opportunity to help consumers experience regular and spontaneous escapism and celebration in everyday routines, as UK retailer John Lewis does.
Done responsibly, CX can offer a powerful antidote to gloomy, uncertain and anxious times by positioning escapism and fun moments as beneficial to overall well-being through welcome diversions.
Lessening any guilt by innovating offerings that allow for more sustainable, cost-effective and responsible forms of pleasure, hedonism can still be compatible with smart and sustainable consumption. Here’s an opportunity to champion pleasure-seeking and the freedom to loosen self-imposed restraints on consumption.
Accelerate optimism by positively positioning and messaging your purpose in building a better future for all. It can challenge any prevailing sense of pessimism by satisfying a need for spontaneous, present-day pleasures.