Our society is made up of a multitude of buyers, with different consumer habits for different people. In its latest report, the trends agency Kantar Worldpanel focuses on consumers who are indecisive, curious and like to try new things.
The word ‘nudge’ means to encourage. According to Kantar, nudgeables are people who change brands frequently and represent 15% of the market. “Identifying and targeting them is a constant challenge for manufacturers,” comments the agency. They are generally very curious, affluent young buyers who are interested in promotions, loyalty programmes, influencer content and recommendations from their close circle.
But youth is not the only distinguishing feature of this cohort. Certain changes in their lives (professional opportunities, expansion of the family unit) encourage this audience to re-evaluate their choices and thus modify their consumption habits.
“In France, for example, we find that ‘nudgeabilty’ manifests itself in the 50-64 age group when the children leave home. In other words, this notion is not just a question of age; it is as much a state of mind and a culture as a demographic characteristic.”
Again according to Kantar, this group loves brands. They are convinced that a product (cosmetic or other) stamped with the logo of a distinct company will be better able to respond to their desires, needs or problems. For them, brands offer better quality products.
From a financial point of view, Nudgeables may have considerable means, but they are still …
