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Consumers are now more demanding of products, services and brands than ever before and are using digital tools to articulate and fulfil their needs.
The 2017 consumer is harder to characterise and not least because identities are multidimensional and in flux, with shoppers more likely to have a hand in defining themselves and their needs.
This is according to global market research company Euromonitor International, which has released its Top 10 Global Consumer Trends for 2017.
The report identified the consumer trends that will reign around the world in 2017:
1. Ageing: A changing narrative
In 2017, almost a quarter of everyone on the planet will be over the age of 50, a record number. These consumers are transforming what it means to be older in terms of lifestyle and are more demanding in their consumption needs, creating what is increasingly referred to as the "Longevity economy", the report said.
2. Consumers in training
Today's family demands...