Ten global consumer trends in 2011

Strategic Direction

ISSN: 0258-0543

Article publication date: 20 September 2011




Harrison, D. (2011), "Ten global consumer trends in 2011", Strategic Direction, Vol. 27 No. 10. https://doi.org/10.1108/sd.2011.05627jaa.010



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Ten global consumer trends in 2011

Article Type: Abstract From: Strategic Direction, Volume 27, Issue 10

Harrison D.Admap, May 2011, Vol. 46 No. 5, Start page: 20, No of pages: 2

Reports how the world is becoming increasingly more difficult for the marketer to understand due to trends such as those appearing in 2011. such as oil price volatility, political unrest in North Africa, continuing weak economic performance in the UK and France, and breakneck growth in China and India. Explains that consumers are feeling the pressure to live well and avoid health problems such as obesity, while the mobile internet is radicalizing how people shop, and ageing is no longer synonymous with decline, thanks to glamorous older role models such as Catherine Deneuve. Reveals how brands’ attempts to win low-income consumers in the developing world are leading to a wave of innovations, such solar-powered mobile phones, while households are consciously spending and buying less. Concludes that more people are renting luxury items for special occasions, instead of buying them. Distils some of these trends into ten global consumer trends for 2011.Article type: ViewpointISSN: 0001-8295Reference: 40AL311

Keywords: Brand management, Consumer behaviour, Customer requirements, Customer satisfaction, Customers, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, Strategic marketing

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