As summer rolls on and we dive into the latter part of 2024, a few pivotal trends are redefining consumer behaviors and expectations. From the sunscreen debate to the rise of “underconsumption core” and the female “amlete” revolution, the market is shifting in profound ways. We unpack these behaviours in the following paragraphs revealing how your brand can respond effectively.
1. Sunscreen Under Siege: Conspiracy or Caution?
In the midst of a scorching summer, sunscreen has traditionally been hailed as a non-negotiable for skin protection. Yet, this year, it’s caught in a whirlwind of controversy fueled by social media skepticism. Claims on platforms like TikTok and Instagram question the necessity and safety of sunscreens, suggesting they block beneficial sunlight or contain harmful chemicals. This has led to a rise in DIY sunscreen solutions and alternative sun protection methods, ranging from beef tallow concoctions to water-drinking strategies.
How Should Brands Respond?
The rise of misinformation about sunscreens demands that brands step up as trusted allies. With the World Economic Forum identifying misinformation as a significant global risk, it’s crucial for brands to bridge the gap between scientific truth and public perception. Here’s how:
- Educate and Empower: Utilize your platform to debunk myths with clear, evidence-based information about sunscreen safety and efficacy. Highlight scientific research and collaborate with dermatologists to reassure consumers.
- Innovate and Integrate: Offer convenient, user-friendly sunscreen options that seamlessly fit into daily routines. Think along the lines of sunscreen-infused skincare products or easy-to-carry formats. This aligns with the Cult of Immediacy, addressing the consumer need for convenience while fostering trust.
- Champion Transparency: Be open about the ingredients in your products and the science behind them. Demonstrating commitment to consumer health can enhance credibility and build stronger brand loyalty.
Explore more about how you can navigate the sunscreen debate in our full report.
2. Underconsumption Core: The New Minimalism?
Amid the consumerist whirlwind of constant purchasing, a new trend has emerged: “underconsumption core.” This movement, gaining traction on TikTok and Instagram, emphasizes making the most of what you already have—whether that means finishing every last bit of a product before buying more or repurposing household items. While some view this as an eco-friendly and financially savvy practice, others criticize it as a romanticized version of everyday life.
How Should Brands Respond?
As the push for underconsumption intensifies, brands must adapt by embracing sustainability and authenticity. Consider these strategies:
- Promote Longevity: Shift your messaging from quick fixes to long-lasting value. Offer repair services or upcycling options to encourage consumers to extend the life of their purchases.
- Partner with Purpose: Collaborate with influencers and creators who genuinely embrace sustainability. Long-term, authentic partnerships resonate better with consumers wary of overconsumption and influencer excess.
- Transparent Communication: Clearly communicate how your products contribute to sustainability. Highlight eco-friendly practices and how your brand helps reduce waste.
Dive deeper into the underconsumption movement and how it impacts consumer behavior in our comprehensive report.
3. Female Amletes: Redefining Extreme Sports
Women are making waves in extreme sports, breaking barriers and redefining athleticism. From record-breaking marathons to grueling ultramarathons, female participants are increasing significantly. This shift reflects a broader change in how women engage with fitness, focusing on strength and personal achievement rather than mere calorie burning.
How Should Brands Respond?
With more women embracing extreme sports, brands have an opportunity to support and engage this dynamic audience. Here’s how:
- Be a Fitness Partner: Position your brand as a supportive ally in their athletic journey. Offer products or services that cater to the needs of extreme athletes, such as recovery gels, nutritional supplements, or specialized gear.
- Ensure Safety and Inclusivity: Advocate for safe practices and provide resources for injury prevention. Consider offering financial support or accessible options to make extreme sports more inclusive.
- Celebrate Achievements: Use your platform to highlight and celebrate female athletes’ successes. This not only aligns your brand with empowerment but also resonates deeply with a growing audience of women in sports.
Uncover more about the rise of female amletes and how your brand can engage with this trend in our detailed report.
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