For the fourth consecutive year, Ipsos Indian Ocean captured the behavior of the Reunion shopper. How does it react to the immediate economic context, but also to this changing world, source of anxiety ? We began to realize, in our previous edition, of his study “Navigating complexity” with data showing the temptation to withdraw into oneself. But the shopper, by consumption, also seeks to regain control of his daily life.
Infidelity
More and more consumers are judging, note, no longer feel bound by a pact of habit and trust with a brand or point of sale. “For 55% of Reunion Islanders, everyone should be able to consume as they want, according to his desires of the moment. » Realistic, he goes where his means meet his desires.
The claim to authenticity
in parallel, the Ipsos Indian Ocean study highlights the “mental fatigue linked to hyperconnection, permanent staging and cyberharassment », which “generate a strong need to find authenticity”. The trend is very strong on social networks to celebrate the ordinary, normality, the natural, to absolve oneself from standards of beauty or performance.
Malignant consumption
The navigation here consists of controlling your budget and being intelligent to pay less and no longer just endure. To do this, the shopper has several means, “source of pride when consuming”, raises the investigation.
The counter-current posture
Corollary of the previous attitude, many young people “accept that they have no professional ambition”.
They desert positivity, the injunction to be happy, the quest for personal development, which become tyrannies for them and push some to escape.
