Functional Fluidity

We as consumers are now looking for a bundle of different values in the things
we consume beyond the joy of consumption, status or ownership. The “value
add” that marketers have sought for decades is changing shape rapidly and
becoming linked to unpredictable but important forms of self-actualization. Not
only are we increasingly expected to make ‘right’ choices about what we buy or
do, we are increasingly likely to be criticized if we don’t. The concept of
functional fluidity comes in flow here where we though going for indistinct and
seamless consumerism but are also being looked for ethical concern. Like
carrying a plastic water bottle was never a gaze in earlier times but in
increasingly aware society it’s a matter of self shame and realization as it leads to
menace of climate change. Not only things we use, are about satisfying the
aesthetics requirement but also is an ethical issue. Functional fluidity talks about
conscious seamless consumerism devoting to pleasure of buying with less of
ethical anxiety.

Metamorphosis

In METAMORPHIC world, consumers expect the merging of convenience and

Personalization of not only products but services too. Today the culture of “on-
demand” and “everything as a personalized service” has reshaped the meaning of
convenience for millions around the world. In 2020 consumers primed by
constantly evolving digital services and smart physical spaces – and accustomed
to the ultra-convenience of ‘everything as a service’ – will increasingly
expect relevance as a service, too. That means services and experiences that
constantly adapt around the changing needs of the user. The trend is evolved due
to eternal nature of human of being in state of flux as there can never be one
product, service or solution for any given consumer like Korens developing skin
care products dedicating to their skin type and environmental conditions which
may not fit to latin or African people. So here comes into fore dedicated products
as per consumers demand. Other examples may be Furnture as there may not be
standard sizes fitting every house around the globe and not one color can go with
every sort of Interior. Hence different permutation and combinations of products
or service may work for different individuals. This is the new trend to hit with
increased exclusive offerings, rightly called as Metamorphosis.

Liquid people

For years, we were what we owned, what we drove, what we wore, what we ate.
At work and in social settings, we were where we worked and what we did.
Those ideas are now challenged – along with other symbols we once used to
define our place in the world like nationality, religion, community –because what
we buy and why we work have become more fluid. A range of factors, including
concerns about climate change and a sharper focus on personal wellbeing, is
driving this shift. A growing number of people are becoming conscious
consumers. They still consume, but they now do so to support a cause or do
minimal harm to the planet or society. They readily accept the trade-offs
between the things they choose to buy or do and no longer sweating about the
contradictions. For instance-Many people in spite of being non-vegetarian are
getting selective of eating it on daily basis and from every corner. Also people are
moving for genderless fashion thus blurring the boundaries and specifications.
This trend is open towards acceptance related to how we carry and evolve
ourselves taking away all the stereotypes. For now, conscious consumerism may
not be for everyone but as it becomes a new social currency, it will go
mainstream in certain markets and organizations and brands must be ready to
respond when it does.