They say that although younger generations drink less wine, they drink better wine. (Read more) And that the demand for quality coffee is about much more than what’s in the cup. It is all about premiumisation and perception. (See it here) Many consumers today want the lifestyle associations and aspirations of luxury and exclusivity that come with choosing a quality product or brand. At the same time, the demand is also for brands to be sustainable and socially responsible while being accessible and available – online and in store – and all of that, at a fair price. Consumers want it all, but can brands deliver it all?
It is easy to understand wanting it all, but for brands to really live up to all these expectations can be a challenge. We know that to stay relevant and to survive in a competitive environment, brands must be flexible and adjust to the times and changing consumer needs. On the other hand, we also expect brands to have identity and meaning. Can brands please everyone?
Having one good winter coat and enjoying a slow-brewed cup of coffee were once the only way to do things. We had less, but we had quality. We looked after our belongings and because of their quality, they almost lasted a lifetime! Then came mass production and the addiction that is consumerism. This new era saw wardrobes full of clothes and quick cups of instant coffee. More affordable, quicker and easier. While the easier access and more affordable prices meant instant gratification, the quantity and disposability had a negative influence on quality and a decline in durability. A combination of technological advances and mass production led to many artisan jobs and skills going almost obsolete. These crafts and skills are dying out because of a decline in demand, an ageing population of practitioners and a lack of training opportunities. Many products have a short lifespan and buying something new might often be an easier and even less expensive option than getting something repaired.
With a growing demand for sustainability and responsibility, consumers trends are, however, moving slightly away from this throwaway culture. Increased awareness and recycling are leading to a renewed focus on a circular economy where resources are reused and recycled. Craftsmanship and artisan skills are experiencing a resurgence, particularly in the luxury sector.
Every time I browse the Apiary Studio’s exceptionally curated selection of local products in the La Motte Farm Shop, I am amazed at the creativity and quality of local craftsmanship. Supporting local artisans is about more than an investment in the domestic economy and providing job opportunities, it is also part of a global trend towards opting for quality products with meaning and a story.
What is not to love about this sentiment? The only problem may be affordability. We are all exposed to everything that is available and fashionable and we have been spoiled by consumerism, but worldwide, people are under economic pressure. We want to treat our family to a restaurant meal and buy new shoes while still honouring our other financial commitments. Perhaps this is only possible when we opt for fast-food eateries and leave the leather boots on the shelf.
But what seems like a challenge, might just be the perfect scenario for brands. In today’s marketplace with a wide variety of generations and a big differentiation in purchasing power, there seems to be both an opportunity for more affordable fast-moving goods and brands focusing on quality and originality. Rather than being caught up between keeping your integrity and adapting to consumer demands, a brand’s inherent discerning qualities and identity are what consumers will relate to and what should be its guiding force, whether it is affordability or quality.