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Consumer Trend Canvas
Consumer Trend Canvas
An easy-to-follow framework that will help you not only unpack and understand any consumer
trend, but also help you apply it to launch successful consumer-facing innovations of your own.
CONSUMER TREND CANVAS
• Basic Needs
• Drivers of Change
UNDERSTAN • Emerging Consumer
D Expectations
• Inspiration
• Innovation Potential
APPLY • Who
1. UNDERSTAND BASIC NEEDS
• Shifts
Shifts are the long-term, macro changes that are playing out
across years or even decades, that while not consumer
trends themselves, will shape both the direction and flavor
of a specific trend. E.g. urban transition, ageing world and
climate challenge.
2. UNDERSTAND DRIVERS OF CHANGE
What’s changing?
• Triggers
Triggers are the more immediate changes that drive the
emergence of a consumer trend. These can include specific
technologies, political events, economic shocks,
environmental incidents, and more. E.g. developments in
visual search technologies are driving the POINT-KNOW-BUY
trend. Another useful tools such as PESTLE Model to analyze
external change.
3.UNDERSTAND EMERGING CONSUMER
EXPECTATIONS
Consider how and where consumer trend could impact your business using these four areas:
i. Vision
How will the deeper shifts underlying this trend shape your company’s long-term vision
iii. Product/Service/Experience
What new products and services could you create in light of this trend? How will you
adapt your current products and services?
iv. Campaign
How can you incorporate this trend into your campaigns, and show consumers you speak
their language, that you ‘get it’.
Note:
Not all trends will apply equally to all businesses or regions.
APPLY
Try thinking beyond those who are currently
living the trend. Indeed, thinking about what 6. Who
changes you would have to make, to make this
trend relevant for other (new) demographics is Which (new) customer
a great way to come up with new innovations. groups could you apply this
trend to? What would you
Need further inspiration? Then look to the have to change?
margins and at what extreme users are
currently doing. New consumer behaviors
usually start with certain (niche) segments,
before evolving and spreading throughout the
mass market.
Says ‘trends’ and many people instantly think of
demographics. And of course, consumers that APPLY
share certain traits (whether in age, income,
lifestyle, location etc.) will often have similar
tastes and preferences. 6. Who