The consumer wants to guarantee and dictate the future - how can businesses adapt?

The pandemic has changed the customer, their behaviours, way of thinking, their desires, values and motivators. We now fully appreciate that we are not simply going back to the infamous 2019 ways and measurements so what is it that the customer actually wants?
In a fascinating report produced by Mintel aptly titled "Global Consumer Trends 2022" they look to explore these questions and try to give some clarity of thought around what and how businesses should be addressing this new and constantly evolving customer.

It is fair that in times of substantial insecurity and distress as we have all, and somewhat continue to face with the pandemic, a sense of control over ones lives, future and decisions is very appealing to consumers. Businesses can play a role in helping consumers feel like they are able to make decisions about their own outcomes and lives. In simple terms - consumers need clarity, transparency and flexibility to make the decisions that they want and which suit their changing needs. This brings the importance of trust into a central position.

Customers want to guarantee and dictate futures and outcomes, they want to control satisfaction and enjoyment levels as if time is of the essence and planning with peace of mind in knowing is paramount. A rise in predictive technologies will continue to grow and develop to support and enable this growing desire - from predicting diseases, death dates to ones relationship success and more, will come into play a central role as consumers strive for certainty.

• With delivery - the race for being the fastest to deliver is still very much on but the focus will evolve to being more about flexibility and giving the customer control over when and how products are delivered, to fit into their lives and in terms of their specific needs.
• With experiences like choosing a restaurant, cuisine or holiday destination, advanced algorithms will be be able to monitor a consumers mood or their personality to tell them how likely they are to enjoy a particular restaurant or holiday.
• With food and drink, consumers want to know about ingredients, what is included, excluded and about the efficacy of the product as they need to ensure that the products do actually deliver on what they say. A UK based detection technology business called Eluceda has developed a portable device called E-Sens™ that can, just by holding it above the glass, verify the authenticity of a whisky by testing its electrochemical composition.

With so much fake news still a part of our everyday lives, the value of truth and personalisation has never been more important or valuable when supporting and engaging with the customer. Clear and simple messaging, provable claims, and products and services which are customisable and change as and when the customer needs them to, offer the customer reassurance and a place from which to build a long and trusting relationship with a business or product.

Simple, authentic, customisable and predictable products and businesses - perhaps that is what the customer wants, for now anyway.