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The downturn is likely to have a limited effect on the remaining trends

Sense of affiliation, tribalism

Affirmation of self, individualism

Brand fatigue

  • Consumers desire to belong to a group or tribe

Feminization

  • Consumers express themselves through what they buy

Post-materialism

  • Consumers develop few emotional relationships with brands Consumption caps

  • Consumers buy women-only products, or male ‘grooming’

  • Consumers derive social benefits through non- materialism

  • In the developed world, basic needs face real ‘consumption caps’ (e.g. calories or hours per day)

31 GXC ConsumerOfTheFuture_BainStudyJanuary2009v2 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent.

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