PULSE POINTS
Top Consumer
Trends for 2016
Research firm trendwatching.com identifies
five top consumer trends that may affect
how brands will market their products and
services as well as potentially shift
consumers’ perspective on value and drive
their purchasing decisions.
1. Status Tests
In 2016, status remains the top motivator that drives the
purchasing decisions of consumers, especially those in
affluent markets. However, there’s a twist to this trend, and
it’s called “exclusivity.” According to trendwatching.com,
consumers will be open to undergo a “status test” which
forces them to actively prove their worth to the brands they
want to buy from if that means they become part of an
exclusive community.
WHO’S DOING IT: Denim brand Lee Jeans launched a
campaign in October 2015 across 32 cities in China to
promote its range of heat-retaining denim. Consumers
were encouraged to brave the cold weather and explore
their cities while tracking their movements using the
Warmth Tracker WeChat app. Consumers earn points by
scanning QR codes scattered across locations. In exchange
for points, they could earn denim products and access to
exclusive events.
14 PULSE
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January/February 2016