CONVERGING MEGATRENDS: KEY STRATEGIES TO

DEPLOY IN THIS ERA OF INFLUENCER MARKETING

January 2020
CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Scope of the Report

▪ Megatrends, the long-term consumer-focused behaviourial trends shaping the Disclaimer

world, increasingly overlap and converge, becoming ever-more powerful forces Much of the information in this
briefing is of a statistical nature and,
impacting across industries and categories globally. while every attempt has been made
to ensure accuracy and reliability,
▪ This report looks at the interplay of two megatrends: Connected Consumers Euromonitor International cannot be
and Shopping Reinvented. This report explores a key trend at the intersection held responsible for omissions or
errors.
of these two megatrends and how businesses need to respond to such shifts. Figures in tables and analyses are
calculated from unrounded data and
may not sum. Analyses found in the
briefings may not totally reflect the
companies’ opinions, reader
discretion is advised.

This report looks at the

interplay of two megatrends:
Connected Consumers and
Shopping Reinvented in relation
to the overlapping trend of
influencer marketing. Social
media networks arose out of the
same pervasiveness of the
internet that drives Connected
Consumers. Social media
influencers provide new ways
for consumers to engage
directly and indirectly with
brands, adding more complexity
to the relationships as explored
in Shopping Reinvented.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Report explores Connected Consumers and Shopping Reinvented

▪ Connected Consumer focuses on how people increasingly use digital devices to experience and interact
with goods and services. As device access and connectivity grow, this changes the ways consumers live,
work, and shop. Shopping Reinvented centres on how consumers increasingly expect to be able to make a
purchase at anytime, from anywhere, and be able to extract value from a brand not merely during the
transaction, but before and after the purchase.
▪ Social media networks arose out of the same pervasiveness of the internet that drives Connected
Consumer, redistributing traditional power structures and giving consumers more of a voice in any
conversation, including in marketing. Social media influencers provide new ways for consumers to engage
directly and indirectly with brands, adding even more complexity to the relationships between brands and
shoppers that drive Shopping Reinvented.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Key findings

Social media platforms Widespread connectivity has had a profound effect in terms of the consumer’s
have given consumers position in traditional power structures. In particular, there has been a significant
a louder voice. dispersal of authority to social groups now connected to the internet via social
platforms. Influencer marketing has grown off the back of social media’s
expanding popularity.
Influencers thrive on Unlike celebrity influencers, other influencers generally position themselves as
relatability, engagement normal people with a passion for a particular topic. Online influencers generally
with a topic strive to be more accessible to their followers. Through likes, follows, shares,
direct messaging, and other social media functions, consumers can engage with
their favourite influencers in ways that are not possible through other types of
marketing, such as TV commercials or print ads.
Influencer economy The influencer economy is evolving as it reaches a new level of maturity. With this
evolves type of marketing maturing, influencers are seeking to further monetise their
influence at the same time that brands themselves are looking for transparency in
their influencer marketing spend.
Three ways influencer Different industry and consumer factors are reshaping influencer marketing. First,
marketing is evolving the audience of tomorrow has different wants with typically more visually driven
platforms. Second new influencer types, such as micro, nano and even virtual,
influencers are emerging. Finally the industry at large is forcing the industry to
rethink how it measures the return on investment of this digital marketing spend.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Social media platforms have given consumers a louder voice

▪ Widespread connectivity has had a profound effect Social Media Activities 2019
with regard to the consumer’s position in traditional
power structures. In particular, there has been a
“Follow” or “like” a company’s
significant dispersal of authority to social groups now social media feed or post
connected by the internet via social platforms. Provide feedback on a product
▪ Brands no longer control the information flow. or service to a company via a
social media post
Informed consumers walk into the transaction armed
Buy something via a social
with information about what they want and what they media platform
should pay. This power shift has not only contributed
Talk to a company’s customer
to the decline of brands, but also has changed the way service representative through
companies communicate with many migrating to social a social media platform
Receive a thank you discount
platforms themselves. or offer for referring someone
via social media
▪ Almost a quarter of internet-connected consumers are
considered Empowered Consumers. By definition, Share a purchase you made
with your social network
these consumers are active in their shopping journeys
with them writing and reading reviews, checking prices Share or retweet a company’s
social media feed or post
and using social media to interact with companies.
Utilising proprietary segmentation analysis,
Share or retweet a product
Euromonitor took a deep dive of these consumers. In
general, Empowered Consumers are shunning 0% 20% 40% 60%
marketing for more trusted, authentic sources, such as Share of online respondents
friends and family recommendations, independent Empowered Consumers All Connected Consumers
consumer reviews and, most importantly, social media. Source: Euromonitor International Lifestyles Survey, 2019

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

What is influencer marketing?

▪ While marketing was once dominated by TV, print, Growth of Global Adspend by Type
and radio, a new marketing platform has emerged 2015--2018
over the last decade or so on the back of social 15%
networks. Influencer marketing is a type of digitally- 10%

Y-o-y growth USD

based marketing that leverages popular digital 5%

personalities to promote products and services. 0%

Influencer marketing can take a variety of forms, -5%

including the influencer featuring the product in -10%

-15%
social media posts, a discount code just for the 2015 2016 2017 2018
influencers followers, ad campaigns featuring
TV and Radio Print and Outdoor Online
influencers, and product collaborations between
brands and influencers. Global Mobile Phone Activities, Almost
▪ Influencer marketing has arisen out of a few broader Every Day 2015/2019
industry and consumer trends. As consumers spend 70%
60%
less time consuming traditional media types such as

Share of online
50%

respondents
cable television, print magazines, and radio, brands 40%
have increasingly turned to digital marketing types to 30%
20%
reach consumers. As brands shift more of their 10%
budgets to digital marketing, the cost of many types 0%
of digital marketing - such as paid search and social Browse the Visit social Watch Listen to
internet networking TV/video music
media ads - have increased. Even as influencer sites
marketing has grown, its cost per engagement 2015 2019
remains lower than other types of digital marketing. Source: Euromonitor International Lifestyles Survey, 2015 and 2019

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Influencers thrive on relatability, engagement with a topic

▪ Unlike celebrities, influencers generally position themselves as normal people with a passion for a
particular topic - such as parenting, beauty, or wellness. Through the influencer’s activities, consumers
come to think of the influencer not as a stranger, but rather a known and trusted individual. Many
influencers strive to seem relatable to their audiences, furthering the perception that if a product is good for
an influencer, it is good for the follower.
▪ Online influencers generally strive to be more accessible to their followers. Through likes, follows, shares,
direct messaging, and other social media functions, consumers can engage with their favorite influencers in
ways that are not possible through other types of marking, such as commercials and print ads.
▪ Estée Lauder is one company that has invested heavily in social media marketing. The company made
headlines in mid-2019, when it announced that it would put 75% of its total advertising spend towards
influencer marketing. In contrast to 10 years ago when social media was nascent, online influencers are
more influential today than marketing mainstays such as print and celebrity endorsements of the past.

Global Marketing Influences by Channel, Extremely Influential, 2019

80%

60%
Share of online
respondents

40%

20%

0%
TV Commercials In-Store Advertising Online Influencers Print Celebrity Radio
endorsements
Source: Euromonitor International Lifestyles Survey, 2019

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Social media marketing most resonates among young consumers

▪ Younger consumers in general find all types of social media marketing more influential than consumers
belonging to the Gen X or baby boomers generations. In general, social media usage is highest among
younger consumers, who grew up with social media. Markets with comparatively low median ages in
general also show higher levels of social media activity. Correspondingly, influencer marketing is most
influential in markets with low median ages, such as Nigeria where the median age in 2019 was 17.9 and
32% of online respondents identified online influencers as extremely influential. This same trend holds true
for India, Brazil and Saudi Arabia, which also have young populations.
▪ While influencers are more important to younger cohorts, all consumers are influenced to some extent by
the content they encounter online. Across every age group, more respondents identified friends’ social
media posts as extremely influential compared to online influencers. The fact that respondents continue to
find people they know personally more impactful than online influencers has important implications for the
future of influencers.
Extremely Influential Marketing Channels by Generation, 2019
35
30
25
respondents
% of online

20
15
10
5
0
Nigeria India Brazil Saudi China USA Italy Germany United Japan Australia Russia
Arabia Kingdom
Source: Euromonitor International Lifestyles Survey, 2019

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

How three industries have been reshaped by the rise of influencers

Beauty and Personal Care Health and Wellness Travel and Lodging

▪ The beauty industry has ▪ Healthy living is a key trend in ▪ Today’s travellers go online to
historically invested in persona today’s era, with people more read reviews before deciding their
marketing to appeal to its concerned about dietary options, future travel plans. The
consumer base. Influencers, the rise of health tracking apps popularisation of sharing, with
relying on authenticity, are now and devices and the peer-to-peer content expansion,
challenging traditional agents. popularisation of exercise and is leading the travel industry to
▪ Consequently, brands are gym influencers within social inspire followers through
diversifying how they appeal to media, who give advice from aspirational experiences.
potential consumers and have nutrition to muscle training. ▪ Travel agencies, now online and
mixed their influencer strategy to ▪ Social’s shift away from likes with a self-service model, are
target mass and niche bases. within its platforms has obligated focusing on tending to an
▪ Diversity awareness has been brands to re-evaluate increasingly experience-focused
paramount, with multiple engagement, with many observing consumer. Brands are keen on
representation within the industry that multiple influencers may be presenting unique experiences
appealing to millions of different more effective than investing in and are leveraging hash-tagged
consumer profiles online. only one mega. user-generated content to bring
▪ Consumers are demanding news authenticity to their marketing.
▪ While mega influencers
emancipate into their own that targets their individual health ▪ Smaller influencers gain traction,
brands, micro influencers and and body objectives. Investing in with brands providing hotel
user-generated content gains multiple influencers has shown accommodation to travellers and
traction, with relatability at the opportunity to cater to a more self- engaging with local community
forefront. centred base of potential clients. around food and beverages.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Influencer economy evolves, approaches new level of maturity

▪ The influencer economy is evolving as it enters its third phase of Stages of Development for
development. The first phase was the launch of creator-focused Influencer Economy
platforms such as YouTube and Instagram. Next was the emergence
of influencer marketing, whereby influencers connected with brands to 1st Phase
monetise their audience. Searches for the word “influencer” on
Google began their steep upward climb in early 2016. Now influencer • Creator-focused platforms
marketing is beginning to mature as influencers seek to further are launched
monetise their influence and brands look for transparency into their
influencer marketing spend.
▪ Some of these changes were inevitable as influencer marketing itself 2nd Phase
matured. While not universal, some influencers strained ties with
advertisers by inflating numbers or even buying fake followers. Others • Influencers monetise reach
have alienated their own audiences by promoting products they do
not use or because they are so clearly altering photos of travel
destinations they are promoting. The worst for brands are those that
introduce unwanted controversy into their brand story. 3rd Phase
▪ Of course, the entire relationship hinges on credibility. Influencers
appealed to segments of the population because these individuals • Influencer marketing starts
were thought to be more trusted and authentic sources of information to mature
for whatever reason. Influencer marketing stops being effective when
it comes to light that such a relationship might have been built on lies.
Naysayers would argue that influencer marketing is bound to fail
because it is based on trivial premises and unmeasurable metrics.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Different industry and consumer factors also reshaping influencers

▪ From the consumer perspective, there are more influencer options Factors Reshaping the Influencer
than there were five years ago. This has resulted in a surplus of Economy
influencers and thus consumer fatigue for those who do not speak to
them directly. Consumers also are showing a stronger preference for Industry Consumers
such marketing in the form of short videos. And then there is
consumers’ evolving perception of privacy. Sweeping privacy laws
Costs of non-
such as the EU’s General Data Protection Regulation have given influencer
More
influencer
consumers more power as well as shone a spotlight on privacy, digital options than
marketing five years ago
leading some consumers to log out or reduce time online. Not all
consumers are comfortable with their existing online relationships. Costs of Greater value
Targeted ads based on online searches or purchase history are working with on authenticity
viewed as an invasion of privacy by 44% of the connected population. mega rather than
influencers aspirational
▪ The difficulty in measuring the return on investment for this type of
marketing is also leading companies to re-evaluate such relationships. Growing risk
Fatigue for
for influencer
The world’s largest social media company, Facebook, also rocked the marketing
unauthentic
influencers
industry when it announced it was a trialling a new feature in markets mishaps
such as Australia, Brazil and the US that would eliminate all likes from
Growing
a post. For influencers, or individuals who work with brands to promote Formalisation
preference for
on social media, this will likely mean a continued shift away from of influencer
short snippets,
economy
“vanity metrics” with increased focus on sales. Publicly Facebook said short videos
the decision was made to reduce social pressure, but Facebook’s
Hard for Greater
objective may not be that altruistic. As a business, 98% of its revenues companies to concerns
are tied to advertising. The fact is that as brands shifted ad budgets to measure about privacy
influencer marketing Facebook did not receive a cut. return of
investment

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Three ways influencer marketing is expected to continue to evolve

Future audiences have different wants

• Younger consumers seek more visual platforms. As they themselves become involved in
content creation, users will come to expect more approachability from the influencers they
follow.

New influencer types are emerging

• As companies look to mitigate costs and risks on reputation, influencer marketing is pivoting to
new forms of influencers, including micro, nano and even virtual influencers.

Metrics evolve as industry matures

• The inherit challenges of measuring the return on investment is leading marketers to rethink
metrics in the name of enhanced transparency as to an influencer’s effectiveness.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Gen Z looks for a different type of influencer compared to others

▪ Gen Z consumers in general favour inclusivity and authenticity. Extremely Influential

Trends in social media postings point towards more candid images Marketing Channels by
and videos and less editing before posting. Gen Z has also expressed Generation, 2019
interest in platforms that place less emphasis on certain, elite creators
and instead make it easier for individuals to find large followings for
Online influencers
their postings.
▪ One such platform is TikTok, which has seen its usage grow rapidly
since 2018. TikTok has approximately 800 million monthly users
globally, with nearly 70% of them from Gen Z, according to the Brand posts
company. Through video challenges and easy editing capabilities,
TikTok makes it very easy for the average user to post popular
content. A number of brands have already begun using TikTok for
Friends' social media
marketing purposes, including Uniqlo, Chipotle, and Vice. As of late post
2019, TikTok had very limited ad capabilities; brand activity centred
on brand-operated channels, sponsoring video challenges for users,
and identifying early TikTok influencers. In November 2019, TikTok
Brand advertising on
did begin to allow users to add links in their profiles, and launched a social media
pilot to allow creators to add shoppable links to their videos.
▪ After millennials, Gen Z respondents are the group that most reports 0% 20% 40%
finding social media marketing extremely influential in their Share of online respondents

purchasing decisions, according to Euromonitor’s 2019 Lifestyles Gen Z Millennials Gen X Baby Boomers

Survey. As Gen Z reaches adulthood and comes into full purchasing Source: Euromonitor International Lifestyles Survey,
power, reaching this group will require a different sort of influencer. 2019

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Case study: Anastasia Beverly Hills

▪ Anastasia Beverly Hills, a US-based cosmetics

According to Euromonitor’s 2019 Beauty Survey,
18% of respondents say they strongly rely on user
reviews, compared to 9% who strongly rely on
information from the brand.
Key takeaways
▪ By featuring consumers within its pages and working
company, is one brand that has developed a social
media marketing strategy that effectively addresses
the evolving preferences of younger consumers with
regards to influencer marketing. The brand prioritises
working with micro influencers, sending them samples
a few weeks prior to a product launch to create
marketing that targets a younger audience. The brand
selects influencers to partner with based on video and
photo quality on platforms such as YouTube, as well
as on make-up skills. By selecting influencers with
smaller followings, the brand receives marketing that
seems more genuine and engaging. The brand also
regularly interacts with followers through stories and
posts on its own pages, answering questions and
promoting product tutorials, with the result being the
creation of direct connections with consumers.
closely with smaller influencers who produce
engaging videos and other content, Anastasia Beverly
Hills generates a sense of relatability and authenticity
in its social media marketing.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

New influencer types emerge as industry seeks more effective tools

▪ Without a doubt, influencers have conquered an Value Online Virtual Experiences by

important space within digital marketing. The rise of Age 2019
automation, fake followers and oversaturation of 60%
mega-influencers, however, have driven consumers’ 50%

Share of online
attention to other personas that can provide higher

respondents
40%
authenticity and innovation. As a result, the industry 30%
is pivoting to micro and nano, and even virtual 20%
influencers as their marketing strategy. These new 10%
types of influencers provide more effective branding 0%
for the industry, while mitigating costs and risks on Agree Neutral Disagree
reputation. 15-29 30-44 45-59 60+
Source: Euromonitor International Lifestyles Survey, 2019
▪ Micro and nano influencers, though traditionally
lower in follower counts, tend to have higher
engagement, with story views, likes and comments Value Online Virtual Experiences, Select
as main metrics to be observed. They heavily appeal Markets 2019
70%
to niche consumers as their content are more
60%

Share of online
specialised and closer to follower reality.

respondents
50%
▪ In contrast, virtual influencers are a new approach 40%
and appeal to virtual experiences. These avatars 30%
have 360 “human” identities and 3D visuals, but are 20%
powered by marketing teams rather than a non- 10%
0%
company voice. Brands can leverage these Agree Disagree
influencers at reduced costs, greater control and Brazil India China USA Germany Japan
without the risks of real human influencers.
Source: Euromonitor International Lifestyles Survey, 2019

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Case study: digital avatar Lu from Brazilian retailer Magalu

▪ Lu was “born” in 2003 within Brazilian retailer Magalu,

with the intention of humanising the online shopping
experience, giving product explanations and support
to e-commerce consumers. Throughout the years, Lu
went through multiple visual changes, giving her a
human 3D aspect, while her range of online
participation saw dramatic increases.
▪ Lu was the first digital avatar to have a brand
channel, has multiple social media accounts with over
16 million followers, is a blog owner and podcast
producer, reviews tech-based products, and has
surpassed the internet to appear in TV-based ads and
live within events. She has been key to activate
content, uncomplicate information and create
engagement between consumers and Magalu.
Key takeaways
▪ Character personalisation and consistency tied to
Magalu is the third largest Brazilian retailer strong long-term correlation to the company’s identity
in terms of product sales made online with was key for the non-human Lu to gain popularity in
13% of the total market share in 2019. the country. Companies who invest in digital avatars
need to deeply understand the personas’ purpose and
their consumer demographic in order to have
effectiveness.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Metrics evolve as influencer marketing reaches level of maturity

▪ For years, influencers could tout their follower counts to garner

marketing deals with brands. But the problem was that marketers had
a hard time tracking the effectiveness of specific influencers. While Older metrics
they could determine if someone engaged with a post, it is harder to
track which influencers actually boosted sales unless they were tied to
affiliated marketing deals as well. The emphasis on follower count is
what led influencers to inflate their follower counts to create artificial
engagements. If it is merely about those numbers, people are Follower Number of
incentivised to fake those numbers to get better deals. countries posts
▪ These inherent challenges in measuring the return on investment are
now leading marketers to evaluate influencers more seriously in the
name of enhanced transparency as to the effectiveness of influencer
marketing. Agencies, brands and influencers are experimenting with
richer metrics that can be used in place of vanity metrics such as
follower count. The new metrics may range from the level of effort the
influencer puts into posts to the quality of the content to more
performance-based ones such as engagement rates. The exact
metrics being used largely vary by influencer, brand, agency and even Emerging metrics
by market, but what is universal is that follower count and number of
posts has been deprioritised in favour of more meaningful metrics.
▪ The evolution of how an industry operates, such as what is taking
place in terms of new metrics being debated, is all part of the industry Quality of Engagement
maturation process. Another sign of maturity is the businesses that content rates
are popping up around an industry to support its further growth.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Case study: Influence.co

▪ Tech entrepreneurs are always quick to capitalise on any emerging economy, and influencer marketing is
no exception. New companies are emerging to provide financial products that help influencer-led
businesses capitalise on their popularity or merely assist influencers with connecting to brands.
▪ One example of such a company is the “LinkedIn for Influencers” know as Influence.co, which aims to
foster connections between influencers and brands. The community enables influencers, companies and
service providers to connect with peers and to learn from one another as well as to find potential new
partners. Both sides of the equation can network or attend classes. It also offers services to brands to help
them find a larger/more custom audience. The platform, which has 150,000 members and 30,000 brands, is
free to join.
Key takeaways
▪ As influencers go from hobbyists to professionals, companies such as Influence.co will help to foster
growth for the influencer community at large and more importantly legitimise the industry through value-
added services.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Influencer marketing will remain relevant, though will evolve

▪ As previously discussed, influencer marketing hinges on trust. Consumers follow influencers because they
deem them as having specific knowledge in an aspect of their lives. Influencers who come across as
inauthentic either by promoting brands they do not use or clearly altering photos erode that trust with the
end-consumer. Brands also assume additional risks when working with influencers who might inflate
numbers to those who might introduce unwanted controversy.
▪ Despite those inherent risks, influencer marketing will continue to be a key means of promoting brands as
consumers are more influenced by peers or those they view as similar to themselves as opposed to generic
mass-marketing messaging from brands. Working with vetted influencers that resonate with a consumer
demographic has and will continue to be fundamental to deploying a successful influencer marketing
strategy. In some ways, mega influencers may become the mass-marketing medium like TV and print of
yesterday. Brands may partner with such pricey influencers to market a new product and from there partner
with nano influencers who appeal to a subsection of the population for more of a direct marketing push.
▪ In the face of the shift towards more meaningful metrics, influencer marketing may move away from
transactional sponsored content wherein a brand pays for an influencer to make a single or a series of
posts in favour of more long-term sponsorship agreements that puts an emphasis on building a trusted
relationship. As such an influencer may find it more advantageous to secure a handful of long-term
influencer relationships as opposed to many different smaller ones.
▪ New influencer-inspired opportunities are also likely to pop up. Some of the trendiest new e-commerce
companies, including the likes of Depop and Poshmark, have gone so far as to welcome the influencer onto
the platform in order to curate their own shops. The personality and branding of sellers is more important on
a site such as Poshmark as opposed to long-established eBay as sellers look to differentiate in a crowded
marketplace. There’s also the possibility that social media platforms could charge companies a fee to
create their own digital avatars. For the right company, product or culture, this could be a more cost
effective way of targeting.

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CONVERGING MEGATRENDS: KEY STRATEGIES TO DEPLOY IN THIS ERA OF INFLUENCER MARKETING

Leverage the power of megatrends to shape your strategy today

The importance of megatrend Don’t miss our other How Euromonitor Consulting
analysis megatrend reports can help

▪ Today’s environment of fast- ▪ Experience More ▪ In addition to education and

paced change makes it more
challenging than ever to keep
up with competitors. Megatrend
analysis helps businesses better
anticipate market developments
and lead both incremental and
disruptive change for their
industries. Euromonitor’s white
paper “Megatrend Analysis:
Putting the Consumer at the
Heart of Business” provides
instructions on how to conduct
megatrend analysis for your
business.
▪ Shifting Market Frontiers
▪ Healthy Living
▪ Shopping Reinvented
▪ Middle Class Retreat
▪ Ethical Living
▪ Premiumisation
▪ Connected Consumers
awareness, Euromonitor
International partners with
businesses to quantify the
current and forecast impact of
megatrends, prioritising which
megatrends and industry/
category level trends to innovate
against and the next steps for
the company. To learn more
about how we can activate
megatrend analysis at your
company, please visit
http://www.euromonitor.com/con
sulting-consultation-request.

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FOR FURTHER INSIGHT, PLEASE CONTACT
Michelle Evans
Senior Head of Digital Consumer Research, Euromonitor International
michelle.evans@euromonitor.com
https://twitter.com/mevans14/
https://www.linkedin.com/in/michelleevansmaclachlan
https://www.forbes.com/sites/michelleevans1/#
Amanda Bourlier
Consultant, Euromonitor International
amanda.bourlier@euromonitor.com
https://www.linkedin.com/in/amandabourlier/

Ricardo Sfeir
Analyst, Euromonitor International
ricardo.sfeir@euromonitor.com
https://www.linkedin.com/in/ricardo-sfeir/
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