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3 Trends Shaping Consumer Shopping Behavior – Beyond The Economy – Forbes

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As US retail sales data start to show the effects of recent economic turbulence, brands and retailers are digging deep on ways they can stay relevant in shoppers’ wallets.

VISIONS 2022, a report released last week by Future Commerce, cites eight key trends shaping consumer behavior and culture. Future Commerce also surveyed 1000 US consumers to understand how key themes manifest within the consumer mindset. Here are three of them, and how they relate to retail brands.

Trend 1: The homogenization of experiences.

“But for all its power, eCom has become boring. Homogenous. Samey-samey. Decision fatigue beget a sort of prix-fixe menu for buying things online that has led to everything looking and feeling identical.” – VISIONS 2022

Due in part to the proliferation of software solutions for retailers large and small, there is an established playbook for how a website looks, feels, and functions.

This is especially true for retail marketplaces. Being so far ahead of the competition, Amazon’s
AMZN
site experience has become de-facto for competing retailers. But simply following the direction of the incumbent market leader can lead to a generation of tired, homogenized experiences.

Consumers performing a side-by-side comparison of Target
TGT
, Amazon and Net-A-Porter found no significant difference in perceived user-friendliness or distinctiveness of look & feel.

Solutions like Mirakl and Marketplacer offer an incredible value proposition: to turn any online retailer into a third-party marketplace. The downside is essentially a copy-and-paste interface that forces manufacturers and retailers to compete on product selection and price alone. Between these B2B marketplace solutions and mass-market website builders like Shopify, it is not uncommon to see online stores starting to look increasingly familiar.

64% of consumers agree that its rare to come across a website that feels unique or has unexpected functionality. Brands and retailers looking to burst out of this mold have an opportunity to capture the imagination and curiosity of consumers who are ready for new and innovative online experiences – to browse, discover, and be inspired.

Trend 2.The Sacraments of Commerce

“Much has been written about the secularization of the modern age. But what if our religious rituals are manifestations of human needs; truths that our souls long to discover? A brand’s ultimate desire? That we find identity, community, meaning, and collective purpose.” – VISIONS 2022

According to Future Commerce research, 44% of consumers are becoming more superstitious, or more open to ideas that cannot be rooted in logic or reason.

Accordingly, brands and retailers are trying to fill a spiritual gap. Popular beauty brands like Glossier are referred to as having “cult followings”. Indeed Glossier founder Emily Weiss said in an on-stage interview that the brand took its growth cues from how world religions have scaled.

One a lighter note,89% of consumers say they’ve started — and maintained — some new rituals since the pandemic began in 2020. Framing what would previously be considered a mundane experience of washing one’s face in the morning has morphed over time into “skincare rituals” and “night-time routines,” among a broader cultural movement around self-care.

Trend 3. Our Robot Future

“Insights and creative derived from AI may become sympathetically influential — we may begin to feedback data to AI that are a result of decisions made by prior AI-influenced insight. This feedback loop may create challenges for decision-makers in brands.” – VISIONS 2022

We live in an era of convenience that many of our predecessors wouldn’t be able to imagine: voice assistants, 15-minute grocery delivery, and self-driving cars. Artificial intelligence is the engine behind these innovations. But how much of a self-fulfilling prophecy are brands delivering to consumers?

As one research participant said, “I bought a toilet seat on Amazon and now it thinks I have an insatiable desire for more toilet seats.”

Future Commerce data say that 43% of consumers have changed their digital behaviors in some way to avoid data collection or algorithm changes.

What does this mean for brands? The bar for convenience is continually lifted and proven a non-negotiable. Amazon’s value proposition of free, 2-day shipping set an uncomfortable bar many years ago, but is now table-stakes for any online store. But there are limits to our our robot future. Consumers are more wary of immediate effects – like algorithmic suggestions that are off – as well as longer-term impacts on privacy and safety.

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Economy

B.C.’s debt and deficit forecast to rise as the provincial election nears

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VICTORIA – British Columbia is forecasting a record budget deficit and a rising debt of almost $129 billion less than two weeks before the start of a provincial election campaign where economic stability and future progress are expected to be major issues.

Finance Minister Katrine Conroy, who has announced her retirement and will not seek re-election in the Oct. 19 vote, said Tuesday her final budget update as minister predicts a deficit of $8.9 billion, up $1.1 billion from a forecast she made earlier this year.

Conroy said she acknowledges “challenges” facing B.C., including three consecutive deficit budgets, but expected improved economic growth where the province will start to “turn a corner.”

The $8.9 billion deficit forecast for 2024-2025 is followed by annual deficit projections of $6.7 billion and $6.1 billion in 2026-2027, Conroy said at a news conference outlining the government’s first quarterly financial update.

Conroy said lower corporate income tax and natural resource revenues and the increased cost of fighting wildfires have had some of the largest impacts on the budget.

“I want to acknowledge the economic uncertainties,” she said. “While global inflation is showing signs of easing and we’ve seen cuts to the Bank of Canada interest rates, we know that the challenges are not over.”

Conroy said wildfire response costs are expected to total $886 million this year, more than $650 million higher than originally forecast.

Corporate income tax revenue is forecast to be $638 million lower as a result of federal government updates and natural resource revenues are down $299 million due to lower prices for natural gas, lumber and electricity, she said.

Debt-servicing costs are also forecast to be $344 million higher due to the larger debt balance, the current interest rate and accelerated borrowing to ensure services and capital projects are maintained through the province’s election period, said Conroy.

B.C.’s economic growth is expected to strengthen over the next three years, but the timing of a return to a balanced budget will fall to another minister, said Conroy, who was addressing what likely would be her last news conference as Minister of Finance.

The election is expected to be called on Sept. 21, with the vote set for Oct. 19.

“While we are a strong province, people are facing challenges,” she said. “We have never shied away from taking those challenges head on, because we want to keep British Columbians secure and help them build good lives now and for the long term. With the investments we’re making and the actions we’re taking to support people and build a stronger economy, we’ve started to turn a corner.”

Premier David Eby said before the fiscal forecast was released Tuesday that the New Democrat government remains committed to providing services and supports for people in British Columbia and cuts are not on his agenda.

Eby said people have been hurt by high interest costs and the province is facing budget pressures connected to low resource prices, high wildfire costs and struggling global economies.

The premier said that now is not the time to reduce supports and services for people.

Last month’s year-end report for the 2023-2024 budget saw the province post a budget deficit of $5.035 billion, down from the previous forecast of $5.9 billion.

Eby said he expects government financial priorities to become a major issue during the upcoming election, with the NDP pledging to continue to fund services and the B.C. Conservatives looking to make cuts.

This report by The Canadian Press was first published Sept. 10, 2024.

Note to readers: This is a corrected story. A previous version said the debt would be going up to more than $129 billion. In fact, it will be almost $129 billion.

The Canadian Press. All rights reserved.

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Economy

Mark Carney mum on carbon-tax advice, future in politics at Liberal retreat

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NANAIMO, B.C. – Former Bank of Canada governor Mark Carney says he’ll be advising the Liberal party to flip some the challenges posed by an increasingly divided and dangerous world into an economic opportunity for Canada.

But he won’t say what his specific advice will be on economic issues that are politically divisive in Canada, like the carbon tax.

He presented his vision for the Liberals’ economic policy at the party’s caucus retreat in Nanaimo, B.C. today, after he agreed to help the party prepare for the next election as chair of a Liberal task force on economic growth.

Carney has been touted as a possible leadership contender to replace Justin Trudeau, who has said he has tried to coax Carney into politics for years.

Carney says if the prime minister asks him to do something he will do it to the best of his ability, but won’t elaborate on whether the new adviser role could lead to him adding his name to a ballot in the next election.

Finance Minister Chrystia Freeland says she has been taking advice from Carney for years, and that his new position won’t infringe on her role.

This report by The Canadian Press was first published Sept. 10, 2024.

The Canadian Press. All rights reserved.

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Economy

Nova Scotia bill would kick-start offshore wind industry without approval from Ottawa

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HALIFAX – The Nova Scotia government has introduced a bill that would kick-start the province’s offshore wind industry without federal approval.

Natural Resources Minister Tory Rushton says amendments within a new omnibus bill introduced today will help ensure Nova Scotia meets its goal of launching a first call for offshore wind bids next year.

The province wants to offer project licences by 2030 to develop a total of five gigawatts of power from offshore wind.

Rushton says normally the province would wait for the federal government to adopt legislation establishing a wind industry off Canada’s East Coast, but that process has been “progressing slowly.”

Federal legislation that would enable the development of offshore wind farms in Nova Scotia and Newfoundland and Labrador has passed through the first and second reading in the Senate, and is currently under consideration in committee.

Rushton says the Nova Scotia bill mirrors the federal legislation and would prevent the province’s offshore wind industry from being held up in Ottawa.

This report by The Canadian Press was first published Sept. 10, 2024.

The Canadian Press. All rights reserved.

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