Consumer

Trend
Canvas
 OBJECTIVES
• Identify New Opportunity
• Product or service Innovation
• Responding to Trend
• Proactive towards Consumer’s Expectation
• Technology
• Blue Ocean Approach
CONSUMER TREND CANVAS:

An easy-to-follow framework that will help you not only unpack and understand any consumer
trend, but also help you apply it to launch successful consumer-facing innovations of your own.
CONSUMER TREND CANVAS

• Basic Needs
• Drivers of Change
UNDERSTAND • Emerging Consumer
Expectations
• Inspiration

• Innovation Potential
APPLY • Who
 1. UNDERSTAND BASIC NEEDS

Consumer Trends - and consumer behaviors more broadly – are

ultimately driven by basic, fundamental, rarely-if-ever-changing
human needs and desires. Identifying these underlying needs is
central to understanding any consumer trend. Where to start?
How about these:

• Social Status • Identity • Freedom

• Self Improvement • Relevance • Recognition
• Entertainment • Social interaction • Simplicity
• Excitement • Creativity • Transparency
• Connection • Fairness • Honesty
• Security
 2. UNDERSTAND DRIVERS OF CHANGE
What’s changing?
Looking for shifts that make it possible to service consumers
basic needs and wants in novel, exciting-better-ways.

• Shifts
Shifts are the long-term, macro changes that are playing out
across years or even decades, that while not consumer
trends themselves, will shape both the direction and flavor
of a specific trend. E.g. urban transition, ageing world and
climate challenge.
 2. UNDERSTAND DRIVERS OF CHANGE

What’s changing?
• Triggers
Triggers are the more immediate changes that drive the
emergence of a consumer trend. These can include specific
technologies, political events, economic shocks,
environmental incidents, and more. E.g. developments in
visual search technologies are driving the POINT-KNOW-BUY
trend. Another useful tools such as PESTLE Model to analyze
external change.
 3.UNDERSTAND EMERGING CONSUMER
EXPECTATIONS

What new consumer

When identifying these newly emerging
needs, wants and
needs, wants and desires, look for
expectations are created
EXPECTATION GAPS between what
by the changes identified
consumers want, and what they
above?
currently have.
Where and how does
this trend satisfy them?
e.g. in the music industry, digital
technologies triggered consumers to
expect infinite choice and instant access
to music, on their terms.
 UNDERSTAND Look at real-world examples to understand
trends.
4. Inspiration
See what other businesses, entrepreneurs, non-
profits, governments even, are already doing
How are other with the trend. Understand it and gain
businesses inspiration.
applying this
Combining several elements
trend? Take something and deploy it in a new context.

Look at existing business innovations,

understand them, then adapt them to your
business.

To gain as wide a perspective as possible, look

other industries, other regions or cultures or
other types of business.
 APPLY Innovation Potential

Consider how and where consumer trend could impact your business using these four areas:

i. Vision
How will the deeper shifts underlying this trend shape your company’s long-term vision

ii. Business Model

Can you apply this trend to launch a whole new business venture or brand?

iii. Product/Service/Experience
What new products and services could you create in light of this trend? How will you
adapt your current products and services?

iv. Campaign
How can you incorporate this trend into your campaigns, and show consumers you speak
their language, that you ‘get it’.

Note:
Not all trends will apply equally to all businesses or regions.
 APPLY
Try thinking beyond those who are currently
living the trend. Indeed, thinking about what 6. Who
changes you would have to make, to make this
trend relevant for other (new) demographics is Which (new) customer
a great way to come up with new innovations. groups could you apply this
trend to? What would you
Need further inspiration? Then look to the have to change?
margins and at what extreme users are
currently doing. New consumer behaviors
usually start with certain (niche) segments,
before evolving and spreading throughout the
mass market.
Says ‘trends’ and many people instantly think of
demographics. And of course, consumers that APPLY
share certain traits (whether in age, income,
lifestyle, location etc.) will often have similar
tastes and preferences. 6. Who

But when it comes to applying consumer Which (new) customer

trends, try thinking beyond those who are groups could you apply this
currently living the trend. Indeed, thinking trend to? What would you
about what changes you would have to make, have to change?
to make this trend relevant for other (new)
demographics is a great way to come up with
new innovations.

Need further inspiration? Then look to the

margins and at what extreme users are
currently doing. New consumer behaviors
usually start with certain (niche) segments,
before evolving and spreading throughout the
mass market.