Six Trends That Will Shape Consumer Behavior This Year

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2014 looks set to be a year of demanding more. When we look at the small cultural shifts that beckon change–the emerging behaviours that are just reaching the mainstream–it seems that consumers are going to expect more than ever. The Cultural Insight team at Added Value recently conducted research to determine the 2014 global trends as defined by culture. Here are the top six trends that will shape consumer behavior in 2014:

1. Multiplicity. We are increasingly expecting things to do more that involves interacting with all our senses, offers us a range of touch points to play with, and involves us entirely in new experiences.

There is a growing desire for multiplicity and experiences are expected to offer more. We’ve grown used to sensory experiences being enhanced, but now we’re seeing the clashing, blurring and even confusing of senses. The same is happening in storytelling – rather than just one story, we are seeing powerful story worlds with multiple strands of narrative on multiple platforms, allowing the various threads to permeate viewer’s lives. It is no longer enough to immerse the viewer in an experience, and people are rejecting the idea of passive on-looking. They are now craving active participation.

2. Hyper Efficiency. We are seeking and discovering ever-smarter and more efficient ways to solve age old issues–such as keeping fit, lack of space and limited resources. The results are sleeker, quicker and use things that have previously been ignored.

This sense of intensity is also reflected in the desire for super-charged forms of efficiency. From health to homes, people are using every last bit of space and time. High-impact, superfast diets and fitness plans are gaining popularity, and – with space at more of a premium than ever – people are seeking smart ways to integrate a range of functions into one property. With a growing awareness of how limited resources are, innovations are creating valuable assets out of the otherwise unused,

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