Trend watching in today society

The “Trend Watcher” is someone who observes the trends of culture, fashion, costume etc. Trend watching is therefore a monitoring activity of social behaviors that seeks to understand future developments. It starts from the analysis of present changes and we can indeed assert that the future is our changing present. The latter means that the future is consequently not so unknown. Numerous trend watching analyzes show that certain behaviors already in place will become more relevant:

  • Shop streaming. A sort of 2.0 version of teleshopping. Today these are mainly organized by Asian physical retailers on social networks and on live streaming platforms.
  • Automated commerce. Already experienced by some brands in search of innovative solutions, which will be able to use robotics

Marketing in the buying process The human being is a “social animal”: he organizes himself to be able to survive and reproduce.

We have already seen in the article “Social changes and adaptations in the post # COVID-19 era” how the purchasing process has evolved in today’s society.

Marketing is one of the actors in this very complex process whose goal is to satisfy customers, not just helping to sell products or services. Several studies have highlighted which reasons influence consumers’ choices.

Business Intelligence Group has introduced the B Index which is based on 4 variables:

  • Health;
  • Eco-sustainability;
  • Access;
  • Innovation.

In pre-COVID-19 time BIndex ranked the 50 most intelligent Top Brands. Coop, for example, turned out to be a smarter brand compared to direct competitors such as jyper, Auchan and Esselunga.

This rank come ot several reasons which have been highlighted by the study. However, the question at this point is whether current social framework could have overturned previous situations. A today winning marketing policy could become completely obsolete tomorrow.

The new post-COVID-19 trends.

In summary, everyone agrees that restrictive measures and social distancing will change consumers’ expectations. In fact, we can see that new formulas are moving forward and we noticed it with trend watching. Changes, even the most rapid, require adaptation and above all a strong desire for it.
We are not fully ready to change our “habits and customs”. We need first to adapt established behavioral patterns to changed consumers’ priorities. Ensuring “security” in the purchasing process is not only about respecting governmental provisions. Responding to these requirements better and faster than others will also be a strong marketing action. The new marketing frontier will be investing in intelligent detection tools, in ANTI # COVID-19 solutions, by focusing on social changes in place. We have to keep in mind that marketing does nothing else but try to satisfy customers and to prepare the ground for many other future sales.

Translated by Francoise Romani