Stylus' infographic reveals the consumer insights that matter in 2017, filtered by age, values and lifestyle.
In a volatile world, insight is your secret weapon. The Stylus Consumer Zodiac offers consumer intelligence on speed dial, enabling you to fast-track your understanding of how people are changing.
Our latest infographic reveals the insights that matter in 2017, filtered by age, values and lifestyle. Each angle offers a different perspective on why attitudes, behaviours and contexts are shifting. Together, they create a wheel of 10 drivers that will change the commercial landscape.
We will continue to expand on each of these segments in our reporting over the coming year.
– Hayley Ard, Head of Consumer Lifestyle
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Boomers are set to change the consumer landscape through their purchasing power, ravenous appetite for experiences and positive approach to ageing. We reveal new opportunities to reach this influential demographic.
Savvy, sceptical and self-reliant, Gen X are reinventing their identity. We single out key attitudes and behaviour shifts, and show brands how to tap into the influence and spending power of this group.
Across the globe, a rapidly growing segment of middle-class millennial Muslim consumers – Gen M – are driving demand for products and services that reflect both their faith and modernity. We highlight the opportunities ahead.
Goal-oriented and influential, outgoing overachievers are striving for success and relishing opportunities to prove their worth. We examine this group's evolving attitudes and reveal the brand tactics and products capturing their attention – from recommendation-sharing apps and motivational squads, to tools that gamify networking.
Playful escapists are seeking out new forms of fun as an antidote to today's pressurised world. We look at how their approaches to leisure are shifting, highlighting the emerging tribes of nostalgia hunters and make believers.
More people are prioritising housebound pursuits, delighting in the joy of missing out and enhancing their homes with DIY projects. The trend is manifesting globally, with cultural influences including Scandinavian philosophy hygge and Chinese subculture zhai.
Nature embracers are seeking calm through indoor gardening, plant-inspired Instagram accounts and urban tree climbing. Smart brands are responding with horticultural lessons, products for streamlined plant care and furniture that merges indoor and outdoor living space.
Restricted budgets, schedules and space are leading to a multipurpose approach to living. As they seek flexibility in all aspects of their lives, consumers are blurring the lines between work, travel, social and family life – opening up exciting new opportunities for brands.
The status quo is in a spin. Audiences are not just fragmenting: they're flip-flopping between identities, multiplying their selves and revolving through changing core beliefs. Here we explore how and why consumers are becoming more erratic, and what brands should do about it.