2023-12-31 01:20:00
The FutureBrand Paris and UM agencies reveal “Consumption NXT”, a study which explores the prospects of the post-consumer era in 2035. Presented on November 27, the day following the frenzied Black Friday weekend, this study not only reveals itself at the right time, but also in a captivating way, offering five visionary scenarios likely to redress our collective trajectory in the next fifteen years.
Consumption NXT reveals the challenges and developments of over-consumption in France
Led by FutureBrand – an agency specializing in brand strategy and design – as well as UM – a media strategy consulting agency – and supported by France Télévision Publicité, the Consumption NXT study attempts to answer fundamental questions regarding our over-consumption society. .
Among the French people questioned, 93% affirm that the consumption is synonymous with spending, 88% associate it with having fun while 46% think it is regarding wasting. Currently, a change in social behavior has been observed, induced by a growing awareness of the need to rethink our practices.
The French want a consumer revolution
At a time when 26.2 million French people have already felt the effects of shortages, 85% of those questioned say that “it is an obligation to consume otherwise “. The survey also revealed that 58% of our compatriots are now planning a new, more sustainable consumption pattern. The study calls them the “Next Consumers”.
But then, how can practices evolve? In an attempt to answer this, Consumption NXT has created five visionary scenarios of the post-consumer era for 2035. Each of these perspectives offers a unique facet of the transformed landscape.
Scenario 1
In the first scenario, rationality trumps instinct with the help of artificial intelligence. Technology then becomes a tool facilitating production more adapted to the real needs of each person. Aware of social changes, brands are moving more towards understanding needs, rather than creating new needs. From this perspective, the use of personal data makes it possible to personalize purchasing experiences to eliminate anything superfluous.
Scenario 2
In the second scenario, nature takes back its rights. Knowing that 82% of French people are aware of the limitation of resources, this perspective redefines the place occupied by nature in the economic model, going beyond simple exploitation as a resource. The idea would be for companies to become responsible guardians for the preservation of natural resources, a significant change in line with the growing awareness of brands regarding these issues.
Scenario 3
The third scenario draws a society where producing and consuming would become meritorious acts. While 35% of respondents admit to consuming automatically, without really thinking, this approach would unite consumers and brands in a collective effort aimed at renewed economic collaboration.
Anticipating changes, 48% of Next Consumers imagine that by 2035, each act of consumption will be exchanged for an object, a social or environmental contribution. In addition, 60% envisage a world where supermarkets will be replaced by cooperative businesses, highlighting a radical transformation of consumption habits towards more responsible choices.
Scenario 4
In the fourth scenario, the fight once morest waste will have triumphed. The vast majority of Next Consumers (76%) are convinced that in 2035, brands will have to limit their offering. In this vision, companies will be led to refocus their activity on fundamental human needs such as nutrition, transport, entertainment and care. This approach seeks to generate deeper value by reducing choices, meeting the growing demand to focus on what matters.
Scenario 5
According to the study, 62% of respondents struggle to identify the best brands given the abundance of offers while 36% no longer experience real pleasure when consuming. Therefore, the last scenario foresees a society where there would be fewer brands. Supported by 48% of Next Consumers, this trend would imply less choice, and therefore consumption favoring sobriety, but which brings more pleasure. In this society, quality takes precedence over quantity, favoring long-term enjoyment.
In short, Consumption NXT sketches a captivating vision of the post-consumer future in 2035, revealing innovative scenarios that inspire us to rethink our lifestyles. Although it is only the beginning, this study might well be the catalyst for significant change. So how might we collaborate to make these visions a shared reality?
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