Next Gen Market Research & Insight - Next Gen Trends

To truly understand Next Gen and the trends that affect their everyday lives you have to start with in depth and analytical research and insight. Trends change rapidly, one wrong message from a brand and it’s a no show from your Next Gen market. This can be an extremely costly mistake for any brand. Do not reject or ignore the Next Gen market. Research has shown that brands tend to focus on their older customer base and in fact, if you look into the facts, figures and gathered insight, the money and the trends are all dictated by the younger market. Shortly they will be the ones with the purchasing power and be single-handedly influential to the global trends. 

The next generation are increasingly preoccupied by the global climate crisis, inequalities, mental and physical health and financial security. Insight has shown they are also more open to discussing these topics honestly and are more accepting of the diverse variety of viewpoints that these conversations throw up. In short, Next Gen are switched on and listening. 

Market trends will inevitably reflect this. Research points to the idea that Next Gen live longer, hold multiple jobs and digress from the expected career, marriage and kids. Socially we can expect enormous shifts, that are already starting now with ever-increasing amounts of protests to put an end to inequalities around the world. The insight behind this evolving mentality is fascinating and unpredictable. Ongoing research will give us answers and a clearer idea of what we can expect but for now it’s important to keep a finger on the pulse. 

It’s hard to predict these trends so get yourself a strong insight and research team who can be eagled eyed and vigilant on the musings and opinions of Next Gen. Next Gen are both loyal and fickle in equal measure. From past research and errors made by big name brands, the insight shows those moments when a brand’s questionable history has come to light or the times when a brand has shone through and put their money where their mouth is. Brands are no longer just selling clothes, they are selling clothes and standing for the importance matters e.g. fair pay and human rights, or they don’t just sell food, they sell organic and ethically sourced food that doesn’t use single use plastic in any of its process and packaging as well as taking a stance against institutional racism. In short you have to cover your back and speak to Next Gen in the language they understand and want to hear. Strong insight and in depth research will point you in the right direction. Trends will always show up in good research and this insight can totally benefit both your products and the lives of the consumer. So it’s a win, win situation. Trends will come and go but with the correct audience insight, your clients won’t. As long as you listen to them and make them feel seen and heard, they will come back to you time and time again.