We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 23 Dec 2015

New UK Consumer Tribes for 2016

UK moms make most household decisions and 80% say it’s important to spend tech-free time as a family

Cash-rich seniors, secretive spenders and decision-making moms are among six emerging UK consumer tribes that will present significant opportunities in 2016, according to a December 2015 forecast from global market research firm Mintel. Key traits for each group are:

  • Cash-Rich Seniors: Some 44% of British seniors (aged 65+) say their financial situation is "healthy" and have leftover money each month to spend, compared with just 24% of the average population. For strategies to target this lucrative market, see Seniors Level Up.
  • Secretive Spenders: Concerns around privacy are growing and some 58% of UK consumers are unhappy that their information is being used for online advertising purposes. Brands that emphasise discretion will appeal to this group.
  • Data-Driven Narcissists: Members of this cohort expect brands to provide them with data and ways to analyse this, for every aspect of their lives (see Digital Worlds Update: The Consumer of 2030). Consequently, demand for wearables is rising – some 24% of UK consumers who don't own a device are interested in doing so.
  • Serenity Seekers: Busy, hyper-connected consumers are craving moments of calm. Around 20% want somewhere to unwind, providing brands with opportunities to offer products promoting relaxation. See Compressed Calm for more.
  • Decision-Making Moms: UK moms make most household purchasing decisions and 80% believe it's important to spend time as a family, without technology. This is creating demand for leisure experiences that engage the senses and encourage human connection, an idea explored in our Get Real Macro Trend.
  • 'Why Buy?' Generation: The sharing economy will continue to flourish in 2016. Some 90% of UK millennials (aged 25 to 34) say they always or sometimes borrow things instead of buying them, and half attend events to swap items they no longer need.