Schils says that research identifies a number of global trends in consumer attitudes. The first is experience – the desire for fun and excitement. Another trend is wellbeing. Consumers want brands to help them make health easy. A third trend, she describes as instant everywhere – reflecting our impatience and desire to have everything right now. Fourth on her list is the phenomenon of considered consumption. Schils’ contention is that it’s the combination of these trends working together that shifts and shapes expectations of consumers. Fundamental needs don’t change, but we imagine the needs being fulfilled in a different way.
All our decisions can be traced back to four cornerstone benefits: security; wellbeing; gratification and freedom. The different ‘layers’ of health.