Dentsu UK launch Shopper DNA; their first sector report of the year

In October 2020, dentsu launched it’s Global Vision 2030 report which identified the long-term consumer trends that will shape the next decade

They have used this research as a foundation for a deep dive into the Retail sector, and created an engaging thought leadership report on the key drivers shaping the future of UK retail.

Whilst new and unexpected forces will likely evolve or disrupt trend trajectories over the next decade, dentsu believe these key shifts set the tone for how consumer retail behaviour is changing and will continue to change, capturing the overall direction that the future of retail is heading in.

The four macro trends they have identified are:

-- Retail in the age of Universal Activism: describes a future where brands will need to reconceive their customers as activists, driven by a new range of influences and causes – from climate change to data privacy and beyond.

-- Retail in the age of Synthetic Society: describes a future where we’ll see widespread embrace of synthetic enhancements and virtual experiences that improve our health and the way we pursue pleasure.

-- Retail in the age of Bigger, Bolder Brands: describes a shift in focus in brand and consumer relationships. In the 2010s, consumers became more empowered, with increasing choice and the ability to engage with brands on their own terms. In the 2020s, the focus will shift to how brands can help meet consumers’ needs more effectively across all aspects of daily life.

-- Retail in the age of Human Dividend: to meet rising consumer demand for real and meaningful connection, retail will be increasingly humanised and community centred. Future attention will shift towards those traits and capabilities that make us human, leading to a renewed celebration of what makes us unique—as well as understanding our limitations.

Exploring both the short and long-term implications of each trend, dentsu's detailed report provides a framework for brands to build a long-term strategy and ensures they are able to respond effectively to evolving consumer demands, attitudes and behaviours for the next decade.

Download the full report here: https://uk-insights.dentsu.com/shopper-dna/home