TrendSights Analysis 2024: Anchoring

Anchoring is one of the 43 trends in the analyst's TrendSights framework. It signifies consumers’ pursuit for deeper meaning, authenticity, and purpose in their purchases.

Consumers live in a world in which digital connectivity and virtual interactions make it difficult to distinguish the real from the fake. At the same time, societal pressures, advertising and cultural norms promote overconsumption and convince consumers that they need certain items for happiness, status or fulfilment. It is against this backdrop that the need for anchoring emerges.

Scope

• A growing focus on mental health reflects a shift away from superficiality and towards a more spiritual form of consumption.
• The appeal of ancient ingredients in beauty suggests a longing for heritage and meaning in modern times.
• The humanization of online retailers can be challenging amidst the digitalization of shopping.

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.