As Covid-19 continues to create prolonged influence in our daily lives it serves as constant reminder of how volatile and unpredictable our environment is and will continue to be. Rapidly changing macro factors of economic, technological, social and political nature combine in many ways to construct a context of complex dynamics that influence evolving consumer needs and therefore dictate future brand strategies.
In order to capture such big picture, Kantar is expanding its annual offering of China MONITOR, through China MONITOR ENERGIES – an effective ‘tool’ that helps brands deep dive into the broad landscape of changing consumer needs understanding. Rooted in China MONITOR and Big Data analytics tools of consumer analysis that comprehensively interpretate Chinese consumers’ attitudes and provide future-proofed insight of industries and categories. Turning data into insightfully rich narratives of future dynamics broken down into a set of macro drivers and trends, that together paint a holistic picture of why and how the market is changing, and how brands can tap into it.
The patterns that China Monitor’s Big Data formulate are captured through a set of distinct macro DRIVERS. Different ways that these, in turn, are combined formulate a set of ENERGIES that constitute changing consumer expectations, attitudes and needs in response to the drivers. Each ENERGY illustrates different defining dimensions of how the macro context comes to life in terms of evolving consumer needs and cutting edge market manifestations that meet such needs. Furthermore, practical activation starter thoughts are provided to inspire and guide brands in terms of implications and executions ranging from strategy and communications to product, packaging, retail, digital and experiences.
Evolving Identity defined by Understated Confidence
Evolving from early stages of expressing identity in a loud manner serving as declaration of independence and individuality, Understated Confidence has been identified as an emerging theme echoing a more mature and sophisticated development of consumers’ wanting to express their distinctive uniqueness.
(Images from ENERGIES full report: Theme and shift – understated confidence)
This theme has been shaped by joint force of several macro drivers.
Individuality is one of the most noticeable driving forces in recent years illustrating how Chinese seek identity that distinguishes them from traditional notions dictated by family and social expectations. Such radical shift was initially being expressed in an outspoken manner but as this driver matures so do the ways that consumers’ needs manifest.
(Narratives from ENERGIES full report: Macro driver – Individuality; data from China MONITOR 2021)
Such maturity is also influenced by the values and aspirations of relatively recently formed but constantly expanding middle class. Lifestyles are being upgraded not only in terms of financial improvement and social expression (premium-ness) but also inner betterment. Ideologies have been shifting into more elegant states, defined also by more discerning, meaningful and purposeful quests about which goals one needs to pursue in life and how to achieve them.
(Narratives from ENERGIES full report: relevant Macro drivers; data from China MONITOR 2021)
Examining the emergent market and cutting-edge manifestations help to further bring to life the theme of Understated Confidence in a more relevant and granular manner. As such we can identify:
- Fashion brand that promotes the idea of social equality through creating gender-neutral clothing
- Beauty brand that embraces authenticity and imperfection by less perfectly beautified visuals and protagonists in their communication
- Bookstore brand that doesn’t sell any ‘best seller’ books to reflect niche and non-conforming interests and personalities
(Images from ENERGIES full report: Market manifestations – understated confidence)
From execution point of view, activation starter thoughts of strategy, packaging, product and digital have been created to create a more holistic understanding of the topic that makes it more brand relevant and inspires action. These are generic and can be applied to most categories (i.e. from les conventional types of protagonist in communications, to gender neutral product innovation and more aesthetically stylized packaging design). Of course further trends and activation deep-dives can be conducted as follow up and more tailor-made service.
(Images from ENERGIES full report: Activation starter thoughts – understated confidence)
Structure and Tips of ENERGIES report
The full ENERGIES report consists of two parts: DRIVERS and ENERGIES.
54 DRIVERS of change arranged in PEESVT (political, economic, environmental, social, attitudes & values, technological) dimensions that holistically capture the influencing macro context. Each driver is delivered in descriptive and analytical narrative with concrete cultural and quantitative proof and visualization.
6 ENERGIES referring to changing consumer needs regarding topics such as Identity, Connections, Wellbeing, Convenience, Experiences and Responsibility. Each consisting of 3 themes that illustrate different definitional consumer needs with different market manifestations that capture the emergent meanings behind such needs. Several activation starter thoughts serve as practical stepping-stone to inspire future executions.
The full report can be purchased in English and Chinese. Illustrated cost is for a single-language subscription.
Please contact us for more details. We are happy to help your brand design its future success.
