As PR Pros, we strive to pinpoint what excites our audience, especially our clients’ customers. PR Daily identified trends that are driving customers to make purchasing decisions in 2020, noting that we will continue to see the evolution of the “woke” and informed consumer. As communicators, these trends help us identify the best ways to reach our client’s audience. From the list, here are three trends that caught my attention.
More now than ever, consumers are concerned with how their actions affect the planet – and how the companies they support are working to make a difference. Making decisions that support sustainability – from carbon-neutral airlines to phasing out single-use plastic – will go far with consumers. While they’re excited to see brands make the switch, consumers have developed a lower tolerance for doing just the bare minimum. Instead of saying you’re “going green,” find a bold way to make a change.
With the rise of at-home DNA testing and personal fitness trackers, consumers now have the ability to perfectly target their body’s unique needs. With this information in their arsenal, consumers are more interested in options that customize their health and make a lasting impact, like personalized vitamin packs and options that prioritize gut-health (probiotics, fermented vegetables, and more!).
According to PR Daily, consumers are opting for “better for you” alternatives that don’t sacrifice fun. This is seen in the popularization of low calorie spiked seltzer drinks or CBD-infused beverages that relieve stress, without sacrificing a buzz.
It appears that the average consumer in 2020 expects more, and companies’ actions speak louder than their words. This is the year to be bold in your ideas, and encourage out-of-the-box thinking from your creatives and in strategizing campaigns.
What other trends are you expecting in 2020?