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- Germany Trendsetters Consumer Report 2024
Germany Trendsetters Consumer Report 2024
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Trendsetters are vocal with their opinions and discuss their categories on social media, however, while there is some overlap, they are not the same as influencers. Trendsetters are driven by their curiosity and deep interest, often acting as advisors for friends and family, even without necessarily identifying as Trendsetters. In fact, 92% of Trendsetters say they only recommend products/brands they truly like.
As Trendsetters only make up a small share of a category’s audience, precise targeting and tailored branding are central challenges, in particular when mitigating the alienation of a broader customer base. Launching and promoting special, limited product lines or leveraging campaigns around co-creation can spark their excitement, whilst maintaining – or even growing – broad appeal.
Trendsetters want brands to hear their opinions about their products. As they also see themselves as creative, involving them in the creation of products can help engage them. In fact, since 61% of Germans also want brands to hear their feedback, feedback and co-creation measures can resonate and foster deeper ties with a broader audience.
Trendsetters represent a vocal and influential minority. By subtly engaging them – such as by appealing to their curiosity with bold innovations –brands can leverage their genuine endorsements and capitalise on their reach.
Jan Urbanek, Principal Analyst
To identify Trendsetters we first surveyed respondents about their general interest in the Food, BPC, Fashion and Technology categories. Those with a general interest in the categories were further surveyed about their detailed engagement with the category. We identify respondents as Trendsetters who often share their ideas about products/trends in a category and either describe themselves as very knowledgeable in this category, see themselves as among the first to know about the latest news in the category, or try the latest products/trends in this category.
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