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Trends in Consumption

Online and mobile

© Markenwerke AG

With the world wide web, a gateway to the world opens up from the comfort of a chair at home. Towards the end of the century, Amazon and eBay introduce a new era of consumption. Mobile telephones first catch on in the jacket pockets of high-earning business people. The devices then become cheaper and thus also attractive for private use. Communication becomes more incessant. It is always and everywhere possible to participate in the flow of information.

Cheap becomes socially acceptable

The middle class consumer has a new price awareness. Purchasing power is deducted from retailing and its branded items. Despite this, the different purchasing channels are not a one-way street. Consumption is spread out over the different distribution channels. In one single household, everything can be represented from eBay to Aldi to the organic supermarket.

Green gets extra points

There had already been indications of it for a long time and now many states become active: The proportion of packaging in waste accumulation is to be limited. In 1991, Germany introduces the packaging ordinance. The manufacturers are obliged to take back their sales packaging and recycle it. Most free themselves from this individual duty by joining the “Green Point” (Grüner Punkt) system for a fee.