Take a minute to look back on the evolution of consumer behavior over the past 10 years. It is not fixed. It changes according to the time and social movements, impacting the way that businesses operate. As a result, marketing leaders are tasked with understanding how and why consumers do what they do, what they do when they’re not buying a product or service, and how they’re dealing with the changing world around them.
Gartner Consumer Top Trends research captures the most important shifts in consumer behavior, attitude or cultural experience to provide marketers with a valuable meta reading of the consumer zeitgeist going into 2020.
“Our 2020 trends show consumers reconsidering consumerism — the constant acquiring of new goods and services to solve problems both personal and societal,” says Kate Muhl, VP Analyst, Gartner for Marketers. “More than a decade into cause consumption, green purchasing, boycotts, buycotts and the constant promise of novelty, consumers appear to be looking for alternative paths to meet their needs and goals.”
Marketing leaders, especially B2C marketers, should consider the following trends in their 2020 strategic planning to truly understand the modern consumer.