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Retail in the Age of The Human Dividend
Trend Three
The Stakeholder Customer
The era of passive consumption will come to end as empowered consumers and communities increasingly demand to be treated like active stakeholders by brands – entrusted to direct and rewarded for their input – providing a personal and commercial contribution to the products and services that they buy. By 2030, the era of passive consumption will be over, with brands and retailers expecting consumers to contribute personally to and be involved in the products and services they buy.
Trend TWO
Community Commerce
A growing consumer need for community, coupled with a strong desire to support local communities post-COVID, will increasingly inform physical retail spaces where human connection and collaboration is the key enticement. In addition to being a seamless feature of ‘hybrid operations’, physical stores will need to offer compelling local, experiential and leisure-related incentives to survive and thrive in 2030.
Trend one
Human is Premium
As retail automation increases, real human service and skills will be increasingly positioned and sold as a premium product or service proposition to consumers – requiring retailers to rethink how to humanise both physical and virtual touchpoints. By 2030, customer-facing retail employees will champion brand storytelling and curation, providing individualised — and crucially, empathetic — advice and expertise in-store.
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The Human Dividend
Macro theme FOUR
Retail in the age of
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Trend TWO
Community Commerce
A growing consumer need for community, coupled with a strong desire to support local communities post-COVID, will increasingly inform physical retail spaces where human connection and collaboration is the key enticement. In addition to being a seamless feature of ‘hybrid operations’, physical stores will need to offer compelling local, experiential and leisure-related incentives to survive and thrive in 2030.
Macro theme FOUR
The Human Dividend
TREND THREE:
The Stakeholder Customer
TREND TWO:
Community Commerce
TREND ONE:
Human is Premium
Trend one
Human is Premium
As retail automation increases, real human service and skills will be increasingly positioned and sold as a premium product or service proposition to consumers – requiring retailers to rethink how to humanise both physical and virtual touchpoints. By 2030, customer-facing retail employees will champion brand storytelling and curation, providing individualised — and crucially, empathetic — advice and expertise in-store.
Trend Three
The Stakeholder Customer
By 2030, appealing to emotion will become an even more powerful way of asserting truth than objectivity or rationale/critical thinking.
Fuelled by social media and the development of AI-generated deepfakes, the blurred lines between fact and fiction will make many consumers more inclined to go with their gut and prioritise emotional responses in decision-making.
This complex terrain will make it increasingly important for brands to focus on transparency to substantiate any claim they make about their products or services, as well as providing novelty.
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Download Chapter Four to find out more
