The future of consumption in France takes center stage in a groundbreaking study by FutureBrand and UM, in collaboration with France Télévisions Publicité. As shortages prompt a reevaluation of purchasing habits, we delve into five distinct scenarios shaping the evolution of consumer behavior.
Survey Insights: 68% anticipate shortages in the coming months, emphasizing the fragility of our consumption society. The Earth Overshoot Day on August 2, 2023, and a 5.6% average inflation rate in France add urgency to rethinking consumption practices.
1. Technological Dominance Scenario: Navigating a landscape where artificial intelligence tailors goods to individual needs. Can data-driven precision enhance consumption by eliminating superfluous aspects?
2. Nature’s Dominance Scenario: A world where nature influences choices, transforming companies into responsible players in resource preservation. How can nature become integral to corporate economic models?
3. Merit-Based Consumption Scenario: Shifting towards shared acts of merit, where consumers contribute to CSR endeavors. How will merit-based consumption reshape brand-consumer relationships?
4. Choice Restriction Scenario: Envisaging a future with a limited number of products to mitigate wastage. Can prioritizing essential needs lead to greater value, challenging the belief that more options provide reassurance?
5. Pleasure Revival Scenario: Exploring happiness redefined through infrequent, indulgent purchases rooted in opulence, satisfaction, and unparalleled quality amid guilt associated with consumption.
As 2035 approaches, these scenarios offer insights into potential shifts in consumer behavior, urging brands to adapt and thrive in a changing landscape.
