eCommerce News Asia logo
The latest digital commerce news for Asian businesses
Story image

Consumer's paradigms are shifting - what it means for marketers and brands

By Catherine Knowles
Thu 13 Jan 2022

The two years of the COVID-19 pandemic have re-shaped how consumers think and shop, calling for marketers to shift gear and accomodate new desires and motivations.

A Gartner survey of 1,752 consumers during October 2021 identified the top consumer and cultural trends for marketers in 2022.

Gartner Marketing practice vice president analyst Kate Muhl says, “Marketers responsible for strategic planning, targeting, positioning, messaging and corporate responsibility initiatives can use these trends to better align their initiatives to key cultural issues and changes in consumer behaviours and attitudes.”

Personal Revolution: The pandemic has created the space for consumers to ask big questions and test alternative ways to live

Fewer people tie their identities to their work or career. This was evident as the U.S. Labor Department reported that a record 4.5 million workers, or 3% of the workforce, quit jobs in November 2021, matching the record set in September.

The Gartner survey also revealed that 51% of workers admit to performing personal tasks during work hours more frequently than before the pandemic.

Muhl says, “Marketers must recognise that consumers are in the midst of an exhausting practical and spiritual overhaul. That presents an opportunity for their brands to be facilitators of change.

“Consumers are valuing themselves more. Because of this, brands must emphasise their values that speak to topics that include authenticity, identity and self-esteem.”

Time Warp: Society is reconsidering the experience, possibilities and meaning of time

Of those surveyed, 77% of consumers reported experiencing some distortion in their perception of the pace of time, led by Gen Z (91%) and millennials (88%).

Also, 66% of consumers report having difficulty making long-term plans or life changes at some point during the pandemic.

Marketers must appreciate the profound cultural transformations underway regarding time and lean in to brand values that answer consumers longing for control, health and reality.

Seeking Sincerity: The layered and contextual nature of social and traditional media is exhausting - consumers seek straightforward

Gartner’s survey identified 61% of consumers watch or listen to entertainment “to relax or be comforted,” followed by 41% identifying “to escape from, or stop thinking about, reality” and 33% “to experience funny moments.”

With these insights, marketers must realise that many consumers are more interested in straightforward, uncomplicated storylines than they used to be, Gartner states.

Muhl says, “The lesson here for marketing leaders is to do all they can to reduce mental load. This isn’t about increasing emotional engagement or intimacy. Right now, marketers must focus on simplifying the message and streamlining the consumer journey."

Omnichannel Flex: Consumers are toggling and blending online and in-person experiences well beyond the realm of shopping

Necessity drove consumers onto new digital platforms, but convenience keeps them there. 39% of consumers claimed to enjoy new conveniences of going online or doing things virtually in various areas of their life, a 6% increase from 2020.

Meanwhile, 57% of consumers identified their online or virtual experiences as inadequate replacements for offline or in-person experiences, a 17% increase from 2020.

Marketers must continue to invest in customer touchpoints and offerings that allow for hybrid online and in-person modes of interaction and choice.

They must also differentiate their brands by positioning omnichannel options not only as a way to gain security and exercise control, but also as a path to comfort, the analysts state.

Home First: With “before times” normalcy off the table, consumers have settled into a home-centred approach to living

Consumers are planning to have their home-centricity extend well beyond the lockdown, with 58% of survey respondents saying the pandemic will have a lasting impact on how they think about and manage their home (up 12% from 2020).

Muhl says, “Marketers must update their understanding of key drivers behind centering around the home. In the coming year, it will be less about consumers avoiding threats and more about consumers engaging in a cost-benefit analysis about experience.”

With this in mind, marketers should develop product offerings and buying channels that align with this home-first lifestyle and emphasise the aspects of their brands values that speak to consumers seeking safety, security and serenity, Gartner states.

Related stories
Top stories
Story image
Economics
9 in 10 retailers prepared for economic challenges this year
Some 9 in 10 retailers (86%) are prepared for continued inflation, higher interest rates and potentially lower consumer spending, according to new research.
Story image
Tablets & laptops
Chromebook and tablet shipments see another rapid decline for the year
According to research from Canalys PC Analysis, Chromebook and tablet shipments have fallen for the fourth quarter in a row for Q2 of 2022.
Story image
Cloud
TBC Bank decreases time to market for new offerings by 40%
TBC Bank has reduced time to market for new and enhanced products and services by 40% since implementing Kong Enterprise, the cloud native API platform. 
Story image
Fintech
SC Ventures launches fintech startup for retail banking
SC Ventures has launched Appro, a fintech startup, to simplify the retail banking user journey, aiming to foster greater efficiency in application processes for retail banking products.
Story image
KICKS CREW
KICKS CREW selects Forter to help scale global eCommerce operations
KICKS CREW has selected Forter to help scale its global digital commerce operations.
Story image
Digital Transformation
Understanding modern retail through the Gen Z filter
Retailers face the challenge of managing their own digital transformation while also scrambling to serve the needs of a younger and increasingly online-savvy audience.
Story image
Artificial Intelligence
Oracle unveils AI-powered application to automate sales
Oracle has unveiled the next generation of Fusion Sales, an application that automates sales and identifies the opportunities worth pursuing.
Story image
Microsoft
Infobip’s SMS and WhatsApp services are now available through Microsoft
Infobip has integrated its WhatsApp and SMS channels through Microsoft Dynamics 365 Sales and Microsoft Dynamics 365 Marketing.
Story image
trust
Consumers want personalisation, but don't trust brands with their data
Customers expect personalisation during every brand interaction but they don't trust brands to keep their personal data secure and to use it responsibly. 
Story image
INTERPOL
Hundreds arrested, millions seized in global INTERPOL investigation
A two-month-long investigation by INTERPOL this year involved 76 countries and clamped down on organised crime groups behind telecommunications and social engineering scams.
Story image
Cloud
Sitecore caters to modern marketing teams with CMS cloud launch
"Sitecore's move towards a composable SaaS offering for creating and delivering digital experiences is in line with what marketing teams are looking for.”
Story image
Training
Employers look to hire inexperienced coders due to skills shortage
"Even inexperienced workers without prior qualifications or experience had managed to pivot to new roles in coding as long as they are willing to upskill."
Story image
Customer experience
BillingPlatform introduces new enhancements to revenue management services
Some of the new developments include hosted payment pages, and new and updated connectors to Salesforce, NetSuite, OneSource, Avalara and other enterprise systems.
Story image
Market growth
Salesforce unveils new offerings for consumer goods companies
Salesforce has announced new products for consumer goods companies to help brands navigate increasing market complexity more easily.
Story image
Cryptocurrency
NOWPayments launches new service to analyse cryptocurrency fees
NOWPayments has launched a new network fee optimisation solution that analyses current network fees and picks the most profitable option out of the client's payout wallets.
Story image
ShopBack
Forter and ShopBack enhance partnership to further prevent fraud
Forter and ShopBack have enhanced their partnership with the addition of better eCommerce security solutions for customers.
Story image
Cybersecurity
eCommerce fraud increasing pressure on businesses margins
It is vital for businesses to maximise the value of every dollar by turning away as many fraudulent actors as possible without blocking good customers."
Story image
Customer
Airwallex launches an online payments app on Shopify
Airwallex has launched an online payments app on Shopify, allowing merchants to integrate a gateway plugin on their online store to accept payments from their global customers.
Story image
Artificial Intelligence
Salesforce announces new innovations for financial services
Salesforce has launched expanded financial services that offer more targeted and trusted automation to help teams unlock insights, deliver better customer service, and drive operational efficiencies.
Story image
Music
Mastercard reveals first-ever album titled Priceless
Mastercard's music album Priceless has been unveiled at the Cannes Lions Festival of Creativity and features 10 songs by 10 artists worldwide.
Story image
Zühlke
Exclusive: Zühlke shares the importance of exemplary innovation services
Swiss-born company Zühlke is a leading global innovation service provider and understands that the journey to a successful enterprise can often take a lot to achieve.
Story image
Fraud
Cost of fraud up 10 to 16% in APAC from pre-pandemic levels
LexisNexis Risk Solutions released the latest APAC edition of the True Cost of Fraud Study, which surveyed 387 risk and fraud executives.
Story image
Robotic Process Automation / RPA
Western Union implements intelligent automation programme from SS&C Blue Prism and ISG
Western Union has successfully implemented a strategic intelligent automation programme from SS&C Blue Prism and its certified partner, ISG.
Story image
Artificial Intelligence
Abnormal Security finds financial supply chain under threat
New research by Abnormal Security has found a rising trend in financial supply chain compromise as threat actors increasingly impersonate vendors.
Story image
B2B
Corpay partners with supply chain platform PracBiz Exchange
Corpay's new partnership with PracBiz’s allows more than 4000 B2B suppliers on the latter's platform to use Corpay's global payments services.
Story image
Havas Media Group
Havas solution meets critical time as brands shift to online sales
Havas Media Group says its Havas Market solution provides businesses with a strategic full-service eCommerce offering at a time when sales are increasingly moving online.
Story image
Fintech
Corpay announces new collaboration with Triterras
Corpay and fintech firm Triterras have announced a new collaboration between Corpay’s Cross-Border business and Triterras Inc.    
Story image
Digital Journey
NICE unveils new CXone capabilities with latest release
NICE has announced the Summer 2022 release of CXone, which adds new capabilities that enhance journey orchestration and complete performance.
Story image
eCommerce
Marketplacer and Intelligent Reach to help retailers sell online
Intelligent Reach can now support Marketplacer marketplaces that want to sell their products through other places, such as Google and Facebook, eBay and Amazon.
Story image
Artificial Intelligence
Salesforce harnesses automated solutions with new developments
Salesforce has launched Sales Cloud Unlimited, a new feature to help accelerate productivity with AI and automation.
Story image
Contact Centre
Customer service agents don't want to return to contact centres
A new report has revealed that 85% of customer service agents want to work full-time at home and not return to contact centre offices.
Story image
Ebay
FedEx and eBay team up to boost APAC eCommerce options
FedEx Express' new alliance with eBay enables eBay sellers in APAC to sign up for a FedEx account and access the full spectrum of FedEx e-commerce delivery service options at competitive rates.
Story image
Wireless
Hands-on review: Jabra Engage 55 wireless headset
We get our hands on a German design professional headset that many knowledge workers could benefit from.
Story image
Adobe
Marketplacer and Adobe accelerate partnership for enhanced commerce solutions
Marketplacer has accelerated its partnership with Adobe in order to further enhance the global commerce marketplace.
Story image
Omnichannel
UNIQLO operator chooses Adyen for multiple market payments
The operator of UNIQLO, Fast Retailing, has selected Adyen to power payments for its in-store and online checkout in multiple markets.
Story image
Cybersecurity
Security driving customer identity & access management adoption
"CIAM allows businesses to embed a secure identity layer into their consumer and SaaS applications, facilitating secure, seamless end user experiences."
Story image
Artificial Intelligence
Cyara rolls out comprehensive, automated chatbot feature
Cyara has unveiled new chatbot testing features with the latest release of Cyara Botium, creating a solution for comprehensive, automated chatbot testing and assurance.
Story image
Forrester
SAS is a leader in anti-money laundering - Forrester
The latest Forrester report revealed that SAS received the highest score in the anti-money laundering category of 15 vendors.
Story image
Customer experience
Why scalable networks are key to delivering consumer-centric outcomes
To be consumer-centric, an organisation must have IT infrastructure that adopts the strategy of the 'infinite enterprise'. Extreme Networks explains.
Story image
Phishing
Akamai research finds PayPal security measures utilised in new phishing scam
New research from Akamai has found that a new threat actor is parasitising benign WordPress sites to execute an extensive PayPal phishing scam.
Story image
Education
Microsoft Hong Kong partners with CUHK Business School
The collaboration sees CUHK Business School become the first business school as the authorised exam centre for Microsoft Certifications in Hong Kong.