Introducing The New Consumer
The New Consumer is seeking to gain a sense of fulfillment by simplifying their lives and taking a holistic approach about their consumption habits. In 2010, Andrew Benett and Anne O’Reilly launched a study highlighting the permanent shift in peoples’ perceptions about themselves as consumers. According to Euro RSCG’s New Consumer global survey, consumers are embarking on a re-discovery of the basic ideals that were the building blocks of society. As a matter of fact, 70% of the respondents surveyed admire people who live simply, while 71% were actively trying to improve who they are as individuals.
It appears that the New Consumer is focused on limiting their environmental impact while reducing their spending. Indeed, 64% of respondents feel good when making environmentally friendly consumption choices and 70% feel great about saving money. The undeniable trend is that the new consumer is rejecting hyper-consumption in preference for more sustainable alternatives.
One encouraging statistic in this survey is 48% of respondents have stated that they will not revert back to their old consumption habits - even after the economy rebounds. This proves a permanent state of change has occurred in the mind of the New Consumer.
The New Consumer has made a conscious effort to shift priorities and revolves most decisions around their communities. They want to better themselves, their families and their future.
Will collaborative consumption become the economic model of the New Consumer as they transform the way they shop and spend? Will they adopt the latest trends in transportation (sharing and renting car and bikes), accommodation (peer-to-peer short term rentals), travel (car pooling), space (workspace, storage, and parking sharing), neighborhoods (tool rental, swaps, garage sales) and work (workspace sharing, part-time tasking)?
To review the survey, visit Euro RSCG’s New Consumer
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