Consumers steer towards brand values and subscription services, as they adopt new buying patterns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2020, 1:01 AM UTC

More than 60% of US and European consumers frequently purchase from companies that align with their values.

Driven by consumer change over the last decade and recent developments amid COVID-19, Forrester predicts forthcoming consumer trends and innovations. Consumers are likely to purchase from companies that display commitment towards values across their strategy.

With 53% of US online adults open about trying out new brands and products, more brands are offering product trials and sending shipments through subscription boxes. For example, recently Netflix began allowing consumers to watch select content for free without subscription.

Also, with the demand for ecommerce variations and new modes of product discovery increasing, retailers like Walmart are offering subscription services. The article states empowered consumers will likely buy from retailers online and spend more time in-store, once the distancing restrictions are removed.

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