Tendance Marketing & consommation responsable

I- INTRODUCTION

Consumer behavior analysis is the basis of any marketing strategy. Marketing aims to study consumer’s desires and needs. However, consumer behavior remains complex, as it follows sociological evolutions. Indeed, we have gone from mass consumption to reasoned consumption due to technological developments such as the internet. Today, consumers are proactive consumers, consumer actors and consumers authors. He is no longer driven by the desire for possession but by values of social and environmental responsibility. Changes in the status of consumers are leading to new consumption trends.

As part of this summary, we note two consumption’s trends in 2020: the JOMO trend and the skip-care beauty trend. We are going to explain them and suggest concrete strategical and operational recommendations for NIVEA brand.

II- TWO IMPORTANT TRENDS IN 2020

1. JOMO : JOY OF MISSING

All start with “FOMO” (Fear Of Missing Out) is the constant fear of missing important news or some other event giving the opportunity to have social interaction. This phenomenon was mentioned at first in the beginning of the 2000’s, but it was not until 2010 that it seriously started to develop, in particular because of the social networks growing influence.

However, a new trend, in total opposition to “FOMO”, has emerged recently. It is about “JOMO” (Joy Of Missing Out or "pleasure to miss out") which translates the happiness to leave aside social networks and the outside world. It was Anil Dash, an American builder, who was the first to introduce this term in 2012. In an article on his internet site, he described his happiness in staying at home, without consulting his social networks, after the birth of his son. His conclusion after a month: he didn’t miss much.

At a time of hyper-connectivity, this phenomenon from the United States is seriously competing with FOMO. "It is true that in a society in perpetual motion which obliges us to live a life at 100 an hour, staying snuggled up at home while leaving the outside world, can prove to be more and more tempting. " (Agence, 2019)

This new trend has even seen the birth of a little brother: the “JOSI” (Joy of Staying In or "the pleasure of staying at home") which further accentuates this pleasure of disconnecting from the outside world because it necessarily involves staying at home.

“JOMO” comes from social evolution which advocates “slow life”, the return of well-being and balance. JOMO’s enthusiasts prefer quality over quantity and focus on the people and important things in their lives. They regularly take "time for themselves, to relax, think and do nothing" (Agence, 2019). Thus, this trend wants to restore the balance between one's own well-being. Consumers seek to protect their mental health by being more selective in their activities. More and more people are reducing their time online, leaving social networks, completely disconnecting from the Internet for certain periods or switching from smartphones to old vintage phones.

Companies are already benefiting from this trend. For example, cafes refuse to give customers their WiFi password to encourage them to talk to each other. Netflix, which occupies a very special place in the heart of the millennials, since this online platform offers

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