Despite the pandemic, the direction of consumer behaviour, attitudes and preferences has not changed much in recent years. Trends that were observed before the outbreak of the covid-19 pandemic are still broadly valid and growing. This is according to this year's Global Trends Report by the research agency Ipsos, which was conducted in 29 markets around the world.
Consumers continue to become increasingly concerned about sustainability. Climate change is a key topic of discussion worldwide. The majority of consumers across markets believe that we need to urgently change our current habits or face environmental disaster. Since 2013, the proportion of the population thinking this way has increased. In China, 92 % of people are now of this opinion (+1ppts vs. 2013), in Germany it is 84 % (+9ppts), in the UK 81 % (+22ppts) and in the US 71 % (+14ppts). While the global average is 85 %, in the Central European region it is only 79 %. People are also demanding more from companies to reduce their environmental footprint than to pay taxes properly.
Number of people who agree with the statement that we need to change our habits quickly or face an environmental disaster, source: Ipsos.Another trend is the importance of wellbeing. Up to 88 % of people worldwide agree that they need to look after their own physical health, and 79 % say mental health is just as important as physical health.
Multiple lockdowns have contributed to the growth of e-commerce, but over a third of shoppers (38 %) find shopping in an e-shop more difficult than in a bricks-and-mortar store. In Central Europe, only 28 % of people complain about this, which is due to the high level of online shopping here.
Today, brand purpose plays a crucial role in purchasing decisions. Globally, 69 % of people choose brands based on whether they match their personal values, but in our region it is only 64 %.
There is an even greater difference in consumers' willingness to pay extra for a brand that matches their image. In the world, more than half of consumers are willing to spend more (53 %), but in Central Europe it is only 43 %.
Number of people who prefer to buy brands that reflect their personal values, source: Ipsos.In our region, people are also noticeably less optimistic about the impact of globalisation. While 64 % of consumers around the world believe that globalisation is good for their country, the figure is 43 % in Central Europe. Just under a third of Central Europeans (29 %) think that global brands produce better products than their local competitors, up from a global average of 10 pp.
Last but not least, Central Europeans are very distrustful. Only a quarter of them trust company bosses and believe that they are telling the truth. Worldwide, it is only 37 %. And they don't expect company bosses to speak out on social and political issues as much (59 %). In the world, it's 10pc more.
Source: mediaguru.cz
