Finally, we see consumers moving back to basics – wanting the wholesome goodness of their grandmother’s generation – rather than the manufactured and false convenience of their parents’. This will manifest itself in, for example, fresh good direct from farm to table (not warehouse), brands having genuine stories that consumers identify with, and consumers buying more “raw ingredients” than processed goods.
Travel, Tourism, Sport & Leisure
Marquis Pohla, Synovate’s National Director – Travel, Tourism, Sport & Leisure, believes more focus will be placed on work-life balance in the future, but because of the demands of the corporate world this will not reduce working hours significantly. As a result, time will continue to increase in importance and consumers will actively seek ways to reduce their time spent on essential activities, such as housework and grocery shopping, to spend time on things they enjoy. “Entertainment and leisure will continue to play an important role in people’s lives as a reward for their hard work”, says Pohla. “However, customers will grow tired of the same experiences and will gravitate towards brands that will challenge the status quo and create new experiences that could potentially exceed their expectations.”
The internet is becoming the main source of travel information, given its ubiquity and unmatched breadth and depth of data, all instantly accessible. Online bookings will also increase, with consumers able to find the best deals either directly through travel provider websites or via travel portals such as Expedia. “Over time, the travel agency market will shrink, but travel agents will continue to play a key role for a segment of the market in terms of total holiday planning and advising on niche destinations”, says Pohla.
Public Sector
With the advent of carbon accountability, governments will need to ensure that national infrastructure can support sustainable practices and solutions. Sustainability will become the buzz word, and systems need to be in place to ensure that being sustainable is possible at industry, corporate and personal levels. Veronica Mayne, National Director – Public Sector, thinks “the broad spectrum of consumers are more likely to embrace behavioural change if it is easy, and if it comes at no or minimal cost to them.” For corporations, the dynamic is the same: the driving force behind embracing green solutions is the bottom line, and unless there is a corporate reputation advantage to be realised, they too will not undertake significant change.
Mayne believes that for governments this means thinking now about smart grid systems for electricity infrastructure, to allow households and businesses to drive power generated by PV cells back into the electricity networks. It also means carbon offsets schemes need to be supported and encouraged and public transport systems need to be put in place and expanded to cater to increasing populations and the growing urban sprawl. “In fact”, says Mayne, “thinking further about advancements in automobile engine technology, governments need to be ready to consider infrastructure to support battery operated vehicles, to allow recharging abilities for vehicle owners, thereby delivering the ability for drivers to use battery power over longer distances.”
Mayne sums up by saying “a government that does not invest heavily now in a sustainable future from an infrastructural perspective, will be paying the price in carbon tax later. And ‘later’ is not too far away.”
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries. More information on Synovate can be found at www.synovate.com
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