Anchoring as an effort to humanize the act of consumption
Anchoring may be defined as the desire for products that immerse consumers in familiar and positive emotions that trigger a deeper connection with a brand’s identity. This trend may arise as a consequence of a lack of satisfaction regarding modern consumption, from a wish to re-experience products from the past, or simply because consumers are in search of positive feelings (such as comfort, security, individuality, and simplicity).
Why? Trend drivers
Rising stress and uncertainty, leading consumers to take comfort from products from the past.
Lack of satisfaction with the digital era, seen as mechanizing the act of consumption instead of humanizing it.
The need to generate positive feelings.
Who? Consumer targets
Women are more likely to experiment with new products that they may not be familiar with.
Generation X and Baby Boomers would like to resurrect classic products, while Millennials are eager to experiment with products once used by their parents.
How? Innovation implications
- Launch products with retro-style packaging and minimal technology.
- Develop products based on “old-school” recipes, flavors, and scents, sending consumers back to a time when they were happier.
- Include claims that appeal to simplicity, authenticity, and security. Products that include elements of heritage and storytelling are also more likely to be chosen by consumers.
- Canadean’s latest report “TrendSights Analysis: Anchoring” explores the preference for products with simple, familiar, and trustworthy ingredients and packaging, as opposed to the complexity and uncertainty of modern consumption patterns.
Your key questions answered:
- How relevant is Anchoring to the different sectors?
- Which needs and longings motivate this trend?
- Which consumers are most associated to Anchoring?
- How can I capitalize on Anchoring for my business?