The Future of Consumerism: Engagement, Expression, Experience

LET US CRACK THE CODE, TO WIN IN BUSINESS YOU MUST WIN WITH YOUR CONSUMER

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Source: Unsplash

The world is on a never ending upward trajectory in terms of time. You will be making the grave mistake of looking back, the right thing to do is obviously to look forward. We learn from the past, adjust the present and project to the future. This one culture leading brands and marketing agency have learned to imbibe over the years “dwelling in the past is a waste of precious time”, they say.

So in this article, I am going to take you away from everything you have ever known about consumerism, in fact, forget them. Let’s act like we didn’t exist in the past and project to the future.

With that being said, there are three big Es consumerism is tilting towards and it is drastically changing consumption patterns. Let’s take a dive:

Source: Unsplash

Source: Unsplash

1. Engagement:

Consumers are becoming more and more engaged in marketing practices, interestingly, they are very eager to co-create contents with their favourite brands, however, many brands are down playing the essence of consumer engagement on every platform. The marketing landscape is a battle for consumers’ attention and the most engaging brands are poised to win.

2. Expression:

More than ever, consumers are seizing opportunities to express themselves over societal woes and product nonchalance. Brands who create platforms or amplify the voice of consumers through enhanced corporate social responsibility efforts are definitely going to create loyalists out of their customers.

3. Experience:

There are over 7 billion people on the surface of the earth and it is so easy for one to get lost in the clutter. Consumers want to feel special and are craving for more personalized contents and mobile devices are driving this trend – make me feel like I am the only one in the world.

Source: Unsplash

Source: Unsplash

So you want to win with your consumers this new fiscal year? Crack these trends and you’ll surely do so.

Africans With Benefits

AFRICA IS TRENDING TOWARDS ENSURING ITS PEOPLE ARE THE FIRST BENEFICIARIES OF ITS AWESOMENESS.

Source: Pexels

Source: Pexels

Ever seen a home that cooks dinner and immediately after it is ready, it serves it on a platter and then takes the meal outside to be consumed by total strangers? Yeah this almost never happens, when it actually does, the home would have first ensured that the immediate inhabitants have a full belly or theirs’ are already stored away. Well Africa is like that home that cooks dinner and immediately takes it out to everyone else but those in house. Over the years we have seen African resources being shipped off to other countries and then later shipped back to us for example Nigeria’s oil, Ghana’s gold, South Africa’s platinum, Sierra Leone’s diamonds and so on.

Source: Pexels

Source: Pexels

However, the new business strategy being adopted within the shores of Africa is ensuring that the goodness of Africa is first felt within Africa and by Africans; the rest of the world can make do with whatever we give them.

Africa seeks to ensure it continually grows in strength, financial stature, and competitive innovations. Therefore it is important that the continent begins to look inward to tap from its inherent resources. This is going to improve the business landscape for entrepreneurs and business owners alike.

Afro-Creativity

THE OUTSIDE WORLD WILL NO LONGER INFLUENCE AFRICA, CREATIVITY WILL BE BY US AND FOR US AND TO THE REST OF THE WORLD.

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Source: Unsplash

It’s beyond your imagination, it’s something you and I both have never seen before. It will surely blow our minds – this is the promise of creative agencies in Africa going forward. In previous years we have seen exceptional creativity from adverts to music to movies to events and to every facet of the economy that need some level of creativity to breathe new air. As a result of this uprising, African artists and designs gained a lot of recognition from international entities – it’s from Africa to the rest of the world now.

Despite all the accolades true Africanism received in recent time we however saw some influences from other bodies especially Hollywood. The music and movie industry in Africa toned down on the level of influence it imposes on itself from international bodies and going forward we are set to see an industry free of external influences.

Source: Unsplash

Source: Unsplash

Original and authentic top notch creativity is soon to over flow the shores the African continent. We are going to show the world what creativity really looks like.

I am particularly excited about the future because I am certainly going to write about it.

#Smiles

Curating Culture

BRANDS ARE FIXING TO TAKE THE FRONT ROW IN CURATING CULTURE – TAKING THE MANTLE FROM ENTERTAINMENT IN CURATING POPCULTURE

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Source: Unsplash

2019 is a year that will herald the massive disruptions that will take place in years to come. The upswing of trends and disruptions, hashtags, and conversation seen in the previous year is just the beginning of things to come. With the increasing internet and mobile penetration in Africa and increasing interconnectedness amongst the healthy youthful population in Africa; we are set to see a cluster of trends; it is forecasted that by 2050 Africa will account for over 40% of the world’s youth population, plus, report has it that only 24% of the African youth population are connected and plans are underway to connect the remaining 76%. Imagine what could happen when this happens.

Source: Unsplash

Source: Unsplash

With these growing trends, businesses are tasked with the responsibility of battling the noise to come and as such they have chosen to no longer wait for popculture icons to create trends, rather they have chosen to take matters into their own hands. This way brands and businesses can effectively create their own niche and encourage loyalty amongst their customers.

This is surely going to be a jolly good ride to see brands falling over themselves to create the next big thing.

TINK will be here watching this very closely.

Consumer X

THE NEED FOR MORE FAVOURABLE EXPERIENCES ON A CONSUMER JOURNEY IS THE NEW GOLD MINE

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Source: Unsplash

TINK will never get tired of talking about the consumer as they are ever evolving. For brands and marketing agencies to thrive, they will need to first utterly dissect the consumerism, understand what makes them purchase, what happens during purchase, and what they do after they purchase.

Thankfully TINK is bringing an important factor to your attention right now and it is called Consumer Experience. The term Customer Experience (CX) also known as client centricity or customer centricity is increasingly becoming a buzz word in the marketing communications industry globally. This may not sound new to you but I guarantee you, this changes every time. What was comfortable and acceptable yesterday may not be same today. Ever purchased commodities from an open air market before? It is stressful and annoying, all the hassles to purchase are extremely daunting, but if you’ve ever made purchase in a modern day retail store you will find out that point of purchase activities have become a lot easier.

Source: Unsplash

Source: Unsplash

Going forward, organization have chosen to improve their consumer experience in order to improve sales as a report released by forrester.com indicates that customers are willing to pay more for better experiences. No one wants to have a bad time interacting with their brands they love, heck, there’s too much troubles in the world already.