Gaining on-the-job training, rural tourism and putting money aside "for a rainy day" are among the top consumer trends for 2011 - according to research company Mintel.
The global economic crisis has changed consumer behaviour across the globe and Mintel predicts that people are now more focused on living for the long term with attitudes inspired by a changed value set.
According to Mintel, economic uncertainty has changed the workplace and the meaning of job security.
As a result, consumers are likely to "question higher education's ROI" and alternative channels for learning will gain credibility - such as apprenticeships and on-the-job learning.
Mintel's global trends analyst Alexandra Smith said: "In 2011 we may see more lifelong learning in the workplace, corporate sponsored degrees and companies investing in employees through education and training rather than salary or benefits.
"The effects of the global economic crisis have had long reaching implications and it is not just consumer behaviour in the short term which was affected.
"Indeed, these consumer trends for 2011 are a legacy created by economics, but now gathering their own momentum and are set to influence the global consumer mindset for a long time to come."
Mintel listed nine consumer main trends for 2001. Mintel's predictions are:
1. Prepare for the Worst
With a heightened sense of what economic collapse looks like thanks to the global recession, a renewed emphasis on prevention will drive consumers to think defensively. In the UK, 43 per cent of consumers say "Trying to add to my rainy day savings/emergency fund" is a priority for this year, up 15 per cent from last year. Consumers are also more likely to use debit rather than credit so 2011 may see the need for brands to demonstrate how a product or service delivers long-term benefits or prevents problems down the road.
2. Retail Rebirth
With online experiences developing rapidly, for bricks and mortar retailers, discounting is a no-win battle against the internet. In the UK, 47 per cent of consumers are only buying clothes on sale, offer or promotion and 35 per cent say their choice of store is determined by special offers or discounts.
3. The emergence of Apps
With smartphones becoming the dominant mobile force, QR codes and app technology will pique interest, provide portals into unique experiences and improve quality of life. In the US, sales of smartphones grew 82 per cent from 2008 to 2010. In the UK, 28 per cent of consumers own a smartphone and by 2015 iPhones will make up 11 per cent of all total devices used in the UK.
4. No Degree, No Problem
Economic uncertainty has changed the workplace and the meaning of job security. As a result consumers will continue to question higher education's ROI and alternative channels for learning will gain credibility. In 2011 we may see more lifelong learning in the workplace, corporate sponsored degrees and companies investing in employees through education and training rather than salary or benefits.
5. On Her Own Terms
Women are earning and learning more than men, creating new gender roles in business and consumerism. In 2011, age is no longer an easy marker for lifestage. In the US in 2008, 27% of men reported being the sole cleaner in their household, in 2010, that number jumped to 32%. Meanwhile, among under-35s, more UK women than men research financial products online. So, 2011 may see a counter trend to the 'metrosexulaity' of men in a 'masculinization' of women. Implications for how brands market to women will be big, especially in sectors such as automobiles and sports. With men helping around the house more than ever, there may be an opportunity for brands to cater household products, as well as retail experiences accordingly.
6. Retired for Hire
People are working beyond retirement - either due to financial need, or because they have grown attached to a lifestyle of leisure and pleasure. With half of Americans having no retirement account, the number of over 65s working will reach nearly 20 per cent by 2014. In the UK, 77 per cent of over 55s plan to continue working after retirement age "in order to enjoy and prolong a better standard of living".
7. The Big Issue
In the UK, almost a quarter of women wear clothes in sizes 18 and over and more than 30 per cent of UK children are now classed as overweight. Meanwhile 34 per cent of US adults age 20 and over are obese. Therefore, 2011 may see a wider array of products catering to an obese market.
8. Garden State
In the US, 26 per cent of internet users purchased vegetable seeds in past year, 19 per cent bought vegetable/flower garden fertilizer and 27 per cent like to grow vegetables at home. In 2011, rural tourism, working farm holidays and garden leisure may benefit - while rising food and commodity prices may see a boost for seed sales as this trend develops.
9. Who Needs Humans
As we move into an ever more digital era, automated technology has machines replacing people. While cashier-less checkouts have become common place, we're starting to see machines creep into new territories, including hospitals, libraries, pharmacies and the home. Therefore, 2011 may see certain jobs permanently displaced by technology. Backlash and balance seeking, however, may lead to an increased cache for hyper-personal goods and services.
