Digitalization - Consumer TrendSights Analysis, 2022

Digitalization is one of the eight mega-trends that the publisher covers as part of our TrendSights series of consumer insight studies. It reflects that consumers integrate the use of multiple technologies into their lives and buying behaviors in a hyper-connected society.

Digitalization trends cross over with other mega-trends such as Health & Wellness, Easy & Affordable, Sustainability & Ethics, and Individualism & Expression, as well as Comfort & Uncertainty, underscoring the reality that digital developments impact wider consumer trends. This report explores key drivers of the Digitalization trend, such as the digital economy enhanced by the pandemic, to identify the impact of the trend across the consumer goods sectors.

Scope

• Consumers' online activities have increased significantly during the COVID-19 pandemic. Being online or using online tools for shopping and communication has become essential for many consumers.
• As consumers are 'always on and connected', digitalization has made it imperative for brands to effectively anticipate, manage, and understand consumer needs and expectations across all touchpoints.
• The influence of Digitalization on young and mature consumers shows the most significantly difference. Indeed, some young consumers were born in the digital era, when the speed of technological development was gaining momentum.

Reasons to Buy

• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.