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Individualization

Like individualization, individual fulfillment …

The rise of self-branding. Designed by “me”. Individualization and consumers – which product would you choose?

The “culture of choice” prevails in high developed, affluent societies: individuals can and must meet an increasing amount of life decisions autonomously. Individualization is reflected in a new understanding of the nuclear family (patchwork families, single households, etc.) or in the shift to the so-called soft-individualistic values. It is about distinction, differentiation and being original.

PERSONAL BRANDING

SELFIES AS A FORM TO PRESENT MYSELF. 70% OF ALL PICTURES IN SOCIAL MEDIA ARE UPLOADED FOR SELF-PRESENTATION.
Source: Mega Trend Dokumentation, Individualisierung (2016)
indivudalization-personal-branding

PEOPLE WANT TO BUY LUXURY PRODUCTS BECAUSE THEY RATE THEIR QUALITY AND LIFESTYLE AS VERY IMPORTANT.
Source: Mega Trend Dokumentation, Individualisierung (2016)

THE NUMBER OF

PERSONALIZABLE PRODUCTS

INCREASES.

FEW EXAMPLES ARE NAME CALLING AT STARBUCKS, PERSONALIZED CONVERSE, INDIVIDUALLY PRINTED M&MS OR NIKEID.
indivudalization-personalizable

PERSONAL DESIGN: DIY IS BOOMING!
MORE AND MORE PEOPLE CREATE PRODUCTS THEMSELVES TO HAVE SOMETHING THAT FITS THEIR INDIVIDUAL NEEDS.
Source: Mega Trend Dokumentation, Individualisierung (2016)

PEOPLE POSTPONE STARTING A FAMILY TO GAIN MORE TIME FOR THEIR SELF-FULFILLMENT.
Source: Mega Trend Dokumentation, Individualisierung (2016)

… and outstanding design.

indivudalization-brand-purchase-icon

68% OF BRAND PURCHASES

ARE DECIDED AT THE POINT
OF SALE (POS)
Source: FFI,
Die Bedeutung von Verpackungen
bei Kaufentscheidungen (2011)

  • 32%
    PLANNED PURCHASE OF BRAND
  • 16%
    PLANNED PURCHASE IN CATEGORY
  • 7%
    PURCHASE WAS CHANGED TO ANOTHER BRAND
  • 22%
    PLANNED PURCHASE, BUT NEGLECTED
  • 23%
    UNPLANNED PURCHASE