The Consumer is Not What They Used to Be

Let’s face it: consumer behavior has changed. And for good reason, in just a decade, the invasion of new technologies into everyday life, as well as globalization, has disrupted habits. But above all, inflation forces consumers to spend differently. It is often said that the consumer, now an internet user, is volatile, and it is quite difficult to grasp them even though tools and software have significantly evolved. What’s the situation?

New technologies seem to hold all the cards

From their bank account to their needs or dreams, the traceability of their actions on the internet allows for the identification of major components of their personality. The consumer is closely observed, and they are aware of it. If they have the inclination to buy a plane ticket because they need it or because they dream of a future vacation destination, companies are now informed. And they will receive, in a somewhat intrusive manner, proposals on the websites they visit as well as on social media… Ultimately, new technologies seem to define what they will do.

Human beings change according to opportunities

Algorithms detect future consumer needs based on habits, age, family composition, etc. They determine whether the consumer will need a stairlift to make life easier, sports gear, outfits for a wedding, etc.

But it must be said: the internet user changes, seasonal shifts occur, inflation reshuffles the deck, innovation opens up new horizons, consumer perceptions and desires evolve rapidly. Algorithms must integrate other parameters and constantly adapt and store new data.

For example, vinegar and baking soda have become the preferred products for cleaning, leading consumers to abandon traditional products. Thus, new trends become unpredictable, and consumers create panic for some brands. They demand constant solutions by offering high-performance products that adapt to their consumption.

In another domain, gluten intolerance (with or without reason) has led to a decline in bread consumption, once a staple in our country. This caused panic for bakeries, which started making cornbread. But on the contrary, brands offered gluten-free foods, and stores stocked entire aisles of gluten-free products… Instead of traditional pasta, consumers now enjoy gluten-free pasta. This shift in preferences brings joy to some and sorrow to others.

And then there’s the climate…

Faced with climate change, consumers have turned to new ways of living. Whether it’s biking, scootering to replace cars, buying vintage clothing to avoid polluting the earth, or consuming locally produced food to avoid polluting transports, it’s evident that consumers have changed their habits.

This consideration of the environment has led to new habits that have become established, and it is now necessary to recognize that protecting the earth and thus life represents a priority. It is therefore necessary to follow all these movements to better understand the consumer, retain them, and often offer them something different…

Inflation has imposed its rules

Consumers’ wallets are affected by inflation. Consumers know that if they want to avoid being in the red and make ends meet, they must manage their budget. Therefore, they carefully study promotions, price changes, and constantly compare.

Attention, consumers are wary

Nowadays, they are no longer naive: they have learned to evade traps and adapt to financial, economic, climatic, and other circumstances. We used to go on vacation for a month, now it’s only 15 days. We used to fill our carts in hypermarkets with a credit card, but now we buy as we go. Consumers have become wary and don’t buy everything they see. They are not hesitant to use apps to consume better and to research before making purchases. They compare to get the best prices.

What is certain today is that new habits will emerge. One can legitimately wonder what new “fancy” will appear among consumers?


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