Conducted by WGSN, a qualitative study presents key consumer insights related to sustainability, diversity and family for the coming years.
Sustainability, diversity and family are some of the key points for brands to work on in their actions in 2019. Concern for the environment, however, was considered the most important among Brazilians, according to a survey conducted by WGSM at the request of P&G. The result brought together trends related to these three themes considered relevant for the evolution of dialogue with consumers.
The consultancy carried out a survey of the main global consumer behavior themes (focusing on 2019 and 2020) and analyzed consumer movements, demands and desires related to the key issues in question. After mapping, three trends were selected per pillar, considering the most relevant and adherent issues for P&G and its brands, to finally be verified with the consumer.
Sustainability
Based on the sustainability umbrella, the singapore whatsapp data concept of “ecosocial systems” was considered the most important for the future of Brazil. The vast majority of those interviewed believe that, in the future, it will be essential to multiply positive attitudes and think about reducing, reusing, recovering and recycling materials and energy.
The participants' perception is that Brazil is abundant in natural resources, but there is a lack of planning in cities, which leads to the emergence of sustainable practices, especially in small communities. For them, awareness already exists and begins in "microcosms", with changes in habits that come from within the home being the most consistent. Five out of 10 strongly believe that this concept will be adopted in their lives, but only three out of 10 are certain that this will be the scenario in the country.
Another trend mapped by WGSN for sustainability is that of a “post-plastic world,” where manufacturers of cleaning and beauty products will seek solutions without the use of plastic. Most of the interviewees believe that this concept will be applied in their lives, but few believe that it is currently being experienced. Consumers think “beyond the straw,” but detachment is difficult since plastic is widely used.
The third concept mapped is “renewable disposables,” in which the reuse of materials will no longer be a niche, with the purchase of reused products becoming increasingly accessible. Among the three pillars, sustainability was considered the most important for those interviewed.
Diversity
The second trend that the interviewees considered to be the most relevant for the coming years in Brazil is “the new majority”, when previously marginalized groups will be heard more and will gain a political voice. The perception is that the historical exclusion of several minorities is no longer acceptable, and education is key to breaking down these barriers. Furthermore, they believe that this is a movement that begins among the youngest and is now reaching the oldest.
These perceptions are reflected in the survey results, as eight out of 10 people are confident that this will be applied in their own lives in the future. Another trend highlighted by the consultancy, which was widely accepted by those interviewed, is that “non-standard beauty” will be increasingly accepted and even used in communication campaigns by large companies. Respondents believe that companies are becoming increasingly responsible for “raising the flag of diversity”.
“It makes sense and it is already happening. It is happening because it is a necessity, I think that, especially in the idea of femininity, women are crying out for this, because the standard is enslaving,” says one of the interviewees.
The last concept is that people will become more accepting of their flaws, adopting the position of “imperfectionists”. The breaking of aesthetic standards is gaining strength, especially among younger people, who see imperfections and defects as traits that reinforce personality.
Family
Within the family pillar, the concept that stood out is “co-parenting”, that is, fewer couples and more duos. In the future, raising children will increase the number of possible configurations. This is mainly due to the fact that millennials are redefining the meaning of parenthood, being the main generation to root the idea of joint education.
For those interviewed, non-traditional family models have been around for a long time, but have only gained prominence in recent years, and gender stereotypes, rooted in everyday life, have begun to fade.
The interviewees strongly believe that the other two trends mapped will become a reality in Brazil: “Connected parents”, who seek to exchange experiences and learning online, and “real motherhood”, which is more humanized – with its challenges openly discussed.
Qualitative research conducted by WGSN consulting. After mapping the trends, three discussion groups of 6 to 8 people between the ages of 25 and 35 in São Paulo assessed the degree of adherence to each trend in Brazil. In addition, an online survey was conducted to expand the sample, considering a broader age and social spectrum. More than 100 consumers between the ages of 25 and 35 were interviewed throughout the country. The complete study was conducted between June and August 2018.