Following the publication of my recent piece in The Australian "Winning the Consumer of 2030: Five Big Shifts to Plan For" – a piece that speaks to the 2030 consumer; following the upcoming generational shift which will see Gen Z outnumbering Millennials in the work force for the first time – I’ve had a few follow up questions come my way. These enquiries have prompted me to delve deeper into the concepts presented.
In the spirit of fostering continuous learning, I am sharing both the questions posed and my responses. I hope these answers will provide more clarity on how to effectively plan for the lead-up and into 2030:
This Q&A provides further insights into branding, sustainability, and the intersection of technology and commerce. Responses delve into real life examples of themes discussed - decentralised web platforms, the importance of brands providing tools for sustainability, balancing convenience with ethics, and leveraging AI for seamless online shopping experiences.
Before continuing, I recommend you read the original article.
I like your suggestion that a brand that "emphasises playfulness, entrepreneurial spirit and ways that feel human” will cut through with the consumer but I’m not sure I understand what …”developing Web3 ecosystems that will allow customers to become co-creators and share in digital product royalties” means? Would you give me an example of what you mean by this.
🗨️ Aliya’s Response:
Web 3 ecosystems are simply, decentralised web platforms where consumers will be connected and have access to their own data. Today’s primary iteration of the web is where data is controlled by large source companies (e.g., YouTube by Google).
Many brands are trialling their own web 3 platforms. An example of this is Nike with their .swoosh platform (not available in AU yet). A bit more about this and how it will allow people to participate in the brand and share in the profits of their efforts i.e. share in ‘digital product royalties’ -
❓ Reader Question:
“To attract tomorrow’s consumer, brands should focus efforts to educate and enable consumers to adopt the sustainable lifestyles they aspire to by providing them with infrastructure and tools”? An example of ‘infrastructure and tools’ would be helpful.
🗨️ Aliya’s Response:
A good example of this is brands enabling people with tools to participate in the ‘circular economy’.
Examples of this include:
Brands that make it easy for customers to be a part of sustainability – not just environmental, but economic and social, will be in a strong position as consumers look beyond ‘green’ as the only interpretation of what sustainable means.
❓ Reader Question:
You use the term ‘conscious convenience’ - how should I interpret that?
🗨️ Aliya’s Response:
‘Conscious convenience’ talks to the fact that the purpose driven cultural narrative is often at odds with consumer demands for hyper convenience.
Modern consumers will want instant gratification without compromising on doing what’s right/ethical/better for the planet etc. This isn’t always possible today, but brands that can reconcile this tension will be winners.
Examples we are seeing of conscious convenience:
❓ Reader Question:
Can you please expand on what you mean by “reframing value” - do you mean value other than price point? and ‘use smarter messaging during economic downturns’. What might an example of smarter messaging be for a healthy snack product in an economic downturn?
🗨️ Aliya’s Response:
Indeed ‘reframing value’ refers to thinking beyond price. What other dimensions can brands speak to in order to project the value they bring? The ‘smarter’ refers to clever use of something for saving in the long run vs a direct straight up discount/price cut.
This might be a ‘use smarter’ message such as value in the form of overall benefits, life hacks or life value. Think - using less of something or bundling or supersizing for overall ‘efficiency’.
Examples of this:
❓ Reader Question:
What does a ’shoppable moment’ look like in the context of selling healthy snacks online?
🗨️ Aliya’s Response:
A ‘shoppable moment’ in a snacking context could be when a craving strikes. As an idea, could AI be used to assess potential moments - such as watching a digital show on a streaming platform and then serving people an ad to click on a snack, which then turns up at their doorstep soon after.
We already know Uber now offers grocery items, so imagine if this is combined with platforms where people no longer have to leave their favourite show/any content from their devices to take a purchase action.
Many Australian media companies are investing in this space of ‘contextual commerce’.
I hope that these responses provide you with a deeper understanding and context for your future planning endeavours.
I extend my gratitude to the those who have reached out and participated in this continuing discussion.
Please share any additional thoughts, ideas, or questions you may have by providing your details below.