MEGATRENDS: WHAT ARE THEY AND HOW DO THEY AFFECT CONSUMPTION?

Mariela Mociulsky, CEO and founder of Trendsity, a regional research and trends consultancy, will be one of the speakers at this year’s Food Tech Summit. But it won’t be a traditional conference. Based on research on people’s values ​​and lifestyles, through a fun and insightful game, they will discover how megatrends affect our daily lives, generating new demands.

Talking about Trends and Megatrends means analyze the axial and permanent global forces that are transforming the economy, consumption and everyday lifeboth at the most real and concrete levels, and at the symbolic level (what symbolizes the existence and possession of certain things, qualities, goals, etc. in the context) and also collective imaginaries (a set of socially constructed parameters by which we organize the world and our expectations of it).

To understand Megatrends, you need:

– know the current social and cultural context in which they are involved,
– what are the social values ​​that support them and in return
– which concrete and tangible trends emerge from Megatrends.

Knowing megatrends allows us to understand what values ​​and requirements people build for themselves and for products.

Subject to this values ​​and expectations social context, we find proposals offered by the offer (sometimes responding directly to current consumer needs, sometimes anticipating them or practically creating them, giving them shape through the product).

Values they determine the “social duty” of each society in a certain context (place and time).

WHICH VALUES STAND OUT TODAY?

Preservation: refuge in intimacy, overcoming the dizzying pace of life as a survival strategy and protection from confusion, vulnerability and social fragmentation.
Efficiency: under the influence of the speed of changes and the presence of technology in everyday life, we strive to “perform in modern life”, which implies individual control of energy and different levels of life (beauty, health, relationships, sociability, sexiness, time and pleasure). Efforts are being made to create, supplement or release energy, with consumption and products that are increasingly personalized, practical and designed.
Empowerment: With regard to the weakening of institutional guarantors, the responsibility for care falls on the person himself and can no longer be placed with such a guarantee in institutions (eg the nation state). Then self-confidence and self-control, “Self-Management” is valued.
Self assessment: The current emphasis on the individual creates self-centeredness (thinking mainly from and to oneself). Self-respect, self-knowledge, self-help in order to “love yourself” and be able to give the best version of yourself.
Spontaneity: As a counter value to efficiency that “technologizes” a person, we strive to express the human side, which implies authenticity, sincerity, originality/uniqueness.
Everyday satisfaction: The paths that ensure an accurate or successful future are less clearly delineated than in previous times and allow for multiple readings. You can no longer wait until you reach the end of the road to “enjoy” life. That’s why today we strive to celebrate and intensely squeeze every moment, enjoyment and fun that decompresses.
Vitality: optimistic attitude, liveliness, disposition of physical and emotional energy, cheerfulness, dynamism: being in motion and current.
With these aspirational values ​​as a guide, consumer demand is part of a constant cycle of turning consumption on and off in order to remain productive as subjects, avoiding some things and trying to balance others.
More information about this conference


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