We are living in a time of radical transformation as the retail ecosystem continues to change at an accelerated pace (that shouldn’t surprise anyone). Although there are doomsayers who look at store closings (Sears, Lowe’s, JC Penney, Macy’s, etc.) as the harbingers of worse to come, retail is actually expanding, consumers are shopping and sales are up. Retail is just changing. Where, when and how consumers buy goods is shifting and, if we want to succeed, we need to keep up with the trends that are already having an outsized impact.
So, what macro trends already affecting brand marketing and consumer behavior should we be paying even more attention to in the new year? Here are my 10 picks, in no particular order (I couldn’t even begin to prioritize them):