Las 10 claves que definirán al consumidor del futuro

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This is the same shoes!

CLAVES:

  • Sostenibilidad, experiencia y versatilidad dominarán las compras de 2016.
  • La gente quiere que sus gastos reflejen quiénes son.
  • El consumidor no quiere tener más cosas, sino alargar y mejorar el uso de las que compra.

La gente quiere que sus gastos reflejen quiénes son“. La frase de Sheryl Connelly, experta en tendencias de consumo de Ford Motor Company, resume lo que definirá al cliente del futuro. El estudio “Looking Further with Ford” analiza las 10 tendencias clave para 2016. Las líneas fundamentales:

[section label=”Adoptar nuevos héroes” anchor=”Adoptar nuevos héroes”]

Adoptar nuevos héroes

El ciudadano del futuro no sólo buscará el liderazgo en un político, un alcalde o su jefe, sino en sí mismo, con una mayor concienciación. “Antes de cada compra, el consumidor se planteará si está alineada con sus valores“, dice Connelly.

imag1
Fuente: FORD. Looking Further with Ford: 2016 trends.

[section label=”Comprar productos versátiles” anchor=”Comprar productos versátiles”]

Comprar productos versátiles

“Las compras serán más inteligentes y aumentará el deseo de adquirir productos más duraderos, útiles y versátiles”, cree la experta. El consumidor no quiere tener más cosas, sino alargar y mejorar el uso de las que compra. ¿Y en España? Según Connelly, “creemos que la felicidad está en la simplicidad”.

imag2
Fuente: FORD. Looking Further with Ford: 2016 trends.

[section label=”El tiempo, cada vez más escaso” anchor=”El tiempo, cada vez más escaso”]

El tiempo, cada vez más escaso

La tecnología nos obliga a estar conectados todo el día y el 79% de los encuestados a nivel mundial siente que la expectativa de rápida respuesta de nuestro interlocutor al otro lado del dispositivo es cada vez mayor. Es decir, que nos genera ansiedad no contestar al instante por lo que piense el otro.

imag78
Fuente: FORD. Looking Further with Ford: 2016 trends.

[section label=”La tecnología como fuente de esperanza” anchor=”La tecnología como fuente de esperanza”]

La tecnología como fuente de esperanza

El auge de la innovación en todo lo que nos rodea aumentará nuestra esperanza y posibilidades de vivir mejor. La tecnología se adapta a nuestras necesidades y las descifra. Por ello, un 70% de los españoles se visualiza comprando un coche autónomo en el futuro y un 60% considera que las ventajas de la inteligencia artificial superan a los riesgos.

imag3
Fuente: FORD. Looking Further with Ford: 2016 trends.
imag4
Fuente: FORD. Looking Further with Ford: 2016 trends.

[section label=”Reflexión y meditación” anchor=”Reflexión y meditación”]

Reflexión y meditación

Un 65% de las personas consultadas considera que la vida era más fácil antes de tener tantos dispositivos electrónicos. Para controlar el impacto de esta hiperconectividad, cada vez más consumidores recurrirán al mindfulness. Lo que puede parecer una simple tendencia se impondrá. Un dato: muchos de los aeropuertos estadounidenses están construyendo salas de yoga y meditación en las terminales y en Yahoo! Japón se están incorporando técnicas de mindfulness en sus programas de liderazgo.

imag5
Fuente: FORD. Looking Further with Ford: 2016 trends.

[section label=”Un consumidor sénior” anchor=”Un consumidor sénior”]

Un consumidor sénior

En 2050, 400 millones de personas en todo el mundo tendrán alrededor de 80 años. La percepción de la edad y la vejez está siendo reinventada y el consumidor sénior rechaza los estereotipos que le persiguen. El consumo irá ligado a potenciar la salud y retrasar el envejecimiento.

imag6
Fuente: FORD. Looking Further with Ford: 2016 trends.

 [section label=”Más segmentación” anchor=”Más segmentación”]

Más segmentación

Las diferencias entre unos clientes y otros se intensificarán y buscarán relaciones personales y únicas con las marcas. La diferenciación no será un problema, pues las personas tenderán a aceptarlas y comprenderlas.

imag56
Fuente: FORD. Looking Further with Ford: 2016 trends.

[section label=”Sostenibilidad” anchor=”Sostenibilidad”]

Sostenibilidad

La concienciación sobre el medio ambiente es imparable. Los individuos sienten la obligación de tener un rol importante en la conservación del planeta y sus compras se articularán bajo esta inquietud.

imag87
Fuente: FORD. Looking Further with Ford: 2016 trends.

[section label=”Economía colaborativa” anchor=”Economía colaborativa”]

Economía colaborativa

En el mundo, existen más de 8.000 negocios dedicados a la economía colaborativa, una cifra que irá en aumento. También variará el modo en el que entendemos el trabajo y, cada vez, se priorizará más la flexibilidad y crecerá el número de freelances.

freelance
Fuente: FORD. Looking Further with Ford: 2016 trends.

[section label=”Experiencia” anchor=”Experiencia”]

Experiencia

Es la palabra que el cliente ya exige en sus compras y que aumentará su peso el próximo año. El retail es el sector a la cabeza en este sentido: maniquíes virtuales, Amazon Dash o los pagos a través del móvil son sólo el comienzo.

compras
Fuente: FORD. Looking Further with Ford: 2016 trends.
Documento completo: Looking Further with Ford: 2016 trends.

doc

FORD. Looking Further with Ford: 2016 trends. Diciembre 2015 [consultado 14-12-2015]. Disponible en: https://social.ford.com/content/dam/campaign/media-trends/pdf/Ford-Trends-Book-2016-Interactive.pdf

Descargar este documento en PDF

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