Latest brand ambassador- Neo-Creators

What does the report ‘Consumed’ by Stumble say on consumer pattern?

• With India/Bharat emerging as a mega-trend, brands will be forced to focus on hyperlocal strategies that resonate with specific regional identities, observes the latest consumer trend mapping study by Stumble.
• The report points out five mega trends describing the content consumption patterns, preferences, and habits of modern Indian consumers.
• These are summarised as 'Default Mode: Online', 'India + Bharat', 'Compulsive Convenience vs. Conscious Consumption', 'Worlds of One', and 'Humans Rewired'.
• Named as 'Default mode: Online' this trend captures how the Inian consumer has become a perennially connected citizen, evolving from being a passive content-consumer to becoming a creator of content.
• As the roles of consumers and creators begin to merge, it has given rise to a new, neo-creators class of consumers. Indian consumers can be seen using digital media platforms to build their personal brands while using them for creative expression and earnings, moving away from the traditional career options.
• The second mega-trend, India + Bharat is all about moving away from a single national identity to diverse regional voices that India’s vast geography houses. This trend indicates how the traditional Bollywood-centric, and English and Hindi-dominated narrative is giving way to a multicultural dialogue, prompted by the rising Indian exceptionalism and newfound pride in one’s local culture, language, and the homegrown brands.
• The third mega trend, 'Compulsive convenience vs. conscious consumption' captures the rising friction between the buying behaviour driven by instant-gratification and environmental responsibility.
• While on one hand Indians can be seen aggressively adopt online and app-based shopping and getting pampered by quick and same-day deliveries, there also is an emergence of awareness among consumers about the issues related to sustainability, and environment consciousness. The pulls from both these ends show a rising friction between the two forces at work leading to a 'cognitive dissonance' when it comes to consumer buying.
• The 'Worlds of One' trend shows a dichotomy of present-day living where individuals create and live within self-created digital cocoons while longing for real world relationships at the same time. This trend also indicates how algorithm-led personalisation strategies have entered real life, as people share every part of their day-to-day life, resulting in a complex play of solitude and community-seeking emotions.
• Lastly, the trend, ‘Humans rewired’ portrays how technology has become pervasive, dominating every aspect of human life, foundationally changing our emotional, social, and intellectual personalities. As AI and digital impact work, relationships, and routines, this trend will have a deep implication on society and consumer mindset going forward.

Editor’s Note