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Trends in Consumption

Mass production without mass demand

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Products such as the iPod show that mega-trends are still possible. Finding a concept that will appear desirable to millions is becoming more difficult, however, because consumers are becoming increasingly differentiated in their requirements. Against this background, new forms of trading and production are being tried out. For example: “mass customization”.

Differentiating brands

The more difficult the consumer is to understand, the more refined are the attempts to appeal to him. The consumption topics of Far East, wellness, beauty and aesthetics, purity and clarity, urbanity and mobility, regionality and familiarity – the consumer is made a huge number of offers for all of these. Manufacturers who use one of these as a decorative element normally damage their sales more than they help them. Because only goods and services that give the impression of authenticity, in the short period of time in which the consumer is paying attention to them, will have the opportunity to distinguish themselves from the competing products. The product idea, product design and packaging must each consistently result from one another. As has been the case with brands for over 100 years.