Loyal, fickle, tribal, niche – consumer behaviours are in a seemingly constant state of flux. The challenge for design agencies is to anticipate these changes and use them to influence the interaction between audience and content, especially when it comes to purchasing decisions.
“With consumers now, we’re seeing a movement away from what was previously taken for-granted. Established conventions are being overturned and the big brand mentality is being side-stepped in favour of more authentic experiences,” says Ben Reid, creative director at Auckland design agency Milk. “Even if smaller brands might not have the trust or credibility associated with a bigger brand, consumers love the discovery, the stories, and the sense of authenticity these smaller brands carry.
“Consumers are smart, independent, informed, selective and connected. They’re more ethical and aware,…
