Less money, more creativity and solidarity

The prospects for the coming years are less positive than is experienced. The signals in the media give a mixed picture. On the one hand positivity and on the other hand doubtful expectations. It is unclear what is “in” and what is “out”. People would be forced to live more consciously. The time of superficiality would be over. Single people would again have a greater need for security. Every Dutch person has their own dilemmas. Income also changes.

Data Uses

Millions of customers are approached to take advantage of personal offers. All messages registered on the bonus card/loyalty card in recent years are now used to make targeted personal offers. If a product was purchased frequently in the past, the buyer is now rewarded with an extra discount. It is expected that companies will make more use of their customers’ purchasing data.

Privacy

Trend watchers suspect that few consumers have problems when personal data is used for targeted offers. People say that their privacy should not be violated, but almost every Dutch person puts everything on the internet (Facebook, Hyves, Twitter, Linkedin and other social media sites). It is expected that many millions of households will welcome targeted offers that they can benefit from. For example, sites such as Bol.com, Cheaptickets.nl and Wehkamp.nl do nothing other than approach consumers with targeted offers. People have often already given permission for targeted actions when registering on the relevant site. No wonder that a supermarket is now going to do the same. As long as companies comply with the rules of the CBP (College Bescherming Persoonsgegevens) and submit their activities to the CBP, consumers can expect nothing from the CBP. In case of complaints, consumers must first make their wishes known to the company in question and if that does not help, they can contact the CBP.

Economic crisis

Scientists argue that in times of economic crisis people are more focused on each other. Relationship-oriented, more conscious and more focused on enjoying together. The individualization of society is expected to be over. According to the scientists, the result could be that status symbols such as money, a large house or an expensive car are exchanged for content. The change in diet is pointed out as substantiation. More and more people are switching to cooking for themselves again. The attention for taste and regional products is therefore increasing. This trend is also confirmed by the restaurants. These entrepreneurs state that customer base (turnover) is declining. There is more appreciation for the craft professions and the financial discomfort makes people more creative again. Barter trade (turnover) via the Internet will therefore only increase.

Social behaviour

The economic crisis also influences a number of trends.
The observable trends that are changing provide the following (incomplete) picture.