Me, Me, Me

Key Takeaway:

After years of putting community first, post-Covid consumers are re-focusing on themselves, using digital technologies to customize services, products, and self-centered moments.

Trend Type: Social & Business

Sub-trends: Me, Me, ME, E-Customization, Everyday Celebration, Moments Economy, No self-restraint, Self-care & Empathy

April, 2023 • Less than 4 min read

According to Euromonitor, 34% of global digital consumers aged 15-29 report buying an item or service online at least weekly, whereas 49% of global digital consumers aged 15-29 share personal preferences with brands online. Consumers are increasingly looking for brands to provide customization options on digital orders, and brands are looking at these as ways of gathering additional first-party data.
Enhanced customization is not suited for every brand. Still, it is a sound strategy for many given that 1) after more than two years when consumers have had a community mindset putting their own needs on the back burner to prioritize public health and safety, people are now re-focusing on themselves and 2) offering e-customization helps brands overcome consumer reluctance to share information.
That is why Euromonitor expects that in 2023:
  • Offering bespoke options will become more common for big-ticket goods
  • Consumer demand for enhanced customization will grow in emerging markets
  • Advancements in AI will revolutionize and redefine customization in the digital realm
In addition to that, consumers seem determined to find joy in simple, day-to-day moments. According to Foresight Factory, 43% globally say they love any excuse to celebrate, promoting the so-called “Moments Economy.” That could mean regularly setting aside time to connect with nature, sharing a dull moment from your day with friends via social media, and finding ways to balance their media, food, and leisure diets.
But alongside a need for purposeful, healthy options, consumers also make room for pursuits with less transformational goals at their heart. Foresight Factory stated that in 2022, nearly 1 in 3 global consumers said they game as a self-care activity. In contrast, according to Euromonitor, 55% of digital consumers used their phones to play video games at least weekly in 2022.

Use Cases

Nike Korea

Me, Me, Me: Nike Korea opened a tech-equipped experiential store in Hongdae, South Korea, optimising the store format to enable consumers to explore their style. The fitting rooms are equipped with special screens where consumers can choose their background, filter and stickers to create their own ‘look’.

Starbucks App

E- Customization: Starbucks has set the gold standard for customization with its mobile app, which allows users to choose from over 170 000 options on drink orders. This has powered sales growth for the company, with app enabled US sales expanding over 400% from 2017 to 2022.

Samsung's Studio

E- Customization: Samsung’s Bespoke Design Studio allows consumers to order appliances customised to their individual specs. In 2022, Samsung added the ability for shoppers to incorporate artwork – and even their own photographs –into design elements.

Apple Pay Later

No Self Restraint: Apple Pay Later is adding functionality to Apple Wallet allowing purchases to be split into four equal payments spread over six weeks, with zero interest and no fees.

ASICS As Before

Self-Care & Empathy: None of us is a stranger to the occasional triumphant fitness journey popping up on our social media feed. So, when celebs Dr Alex George, Motsi Mabuse and Jada Sezer shared their exercise ‘before and after’ pics this month, with no dramatic physical transformations to be seen, people were perplexed. It was soon revealed that Asics and PR firm Golin were behind the idea, wishing to highlight the power of exercise to transform the mind, and not just the body. A simple idea that got people talking this World Mental Health Day, the campaign encouraged people to get moving for a mood boost, leaving behind the obsession with body image.

Use Cases

Nike Korea

Me, Me, Me:

Starbucks App

E- Customization:

Samsung's Studio

E- Customization:

Apple Pay Later

No Self Restraint:

ASICS As Before

Self-Care & Empathy: None

Sub-Trend Sources
Me, Me, Me: Mintel Global Consumer Trends
E-Customization: Euromonitor 2023 Digital Shopper Trends
Everyday Celebration: Foresight Factory Trending 2023
Moments Economy: Foresight Factory Trending 2023; Euromonitor 2023 Digital Shopper Trends
No self-restraint: Foresight Factory Trending 2023; Wunderman Thompson The Future 100
Self-care & Empathy: Next Atlas Trend Confirmations and Predictions for 2023