In a world increasingly driven by algorithms, both consumers and companies are longing to break the trends. The ‘Future Consumer’ wants connection, not automation. This isn’t just an anecdote. 69% of US gamers / social media users believe algorithmic recommendations on social media are less interesting than those from friends.[1]
Instead, we are seeing the resurgence of ‘the Human Algorithm’ – decisions made with heart and mind instead of abstract code.
In a recent report[2], global consumer trend forecasting firm WGSN has identified the rise of the ‘Gleamer’ – a consumer segment focused on personal achievements and everyday joys (termed ‘minorstones’), rather than traditional benchmarks like getting married or buying a house.
This makes way for so many more opportunities to connect with your customer base. It’s not just about running the marathon, it’s the 5k and the half marathon along the way. In the rebellion against Hustle Culture, and the redefining of happiness, there’s an opportunity to create new ideas of wellness, promote experiences, and build loyalty over a lifetime instead of one-time profit at milestones.
And if the Human Algorithm is how consumers are making decisions, this shifts the dynamic from, ‘how do we catch the wave using a 30-second video with fast-moving content’. (Although still important!) Instead, the central focus becomes, how do we connect? How do we make the customer feel? How do we fit with how they see themselves?
Is it through in-person tactile experiences, such as soft materials for cozy homes?
Is it through alternative lifestyle choices like tiny house living, or the shift away from urbanization?
Is it through forms of self-care like making wellness zones in the home, or offering spa-like experiences in unexpected settings?
The Feel Appeal is alive and well, but it has a different look now.
How you tell your story has a huge impact on connecting to your audience. Ready to move your business forward?