1.4 Consumer Expectations

1.4 Consumer Expectations

Mason et al (2015) Trend-Driven Innovation Book states that to spot new and emerging needs wants and desires, you need to look for expectation gaps between what consumers want, and what they currently have (Mason et al, 2015). Due to consumers and businesses becoming more and more aware of their environmental impact the need for reduced carbon emissions. Today consumers have a basic need for sustainability, 57% in the 18-24 age group have switched to lesser-known brands because they are sustainable. Yet many companies are promising sustainable and environmentally friendly actions will be made but aren’t following through or don’t achieve, companies have to understand that transparency runs alongside sustainability (BV. T, N.D.) The Business Insider (2020) suggests that consumers want guilt-free consumption, Sustainable Source At Scale report said ‘online searched for sustainable fashion tripled between 2016 and 2019’ , this data suggests that consumers are making more conscious decisions with what they are buying and are willing to look around for a brand that suits them best (The Business insider, 2020: Ethical Consumer, 2021). Sustainability has been identified as more than a trend, but an expectation.

Brands like Microsoft and Yorkshire Tea are already implementing innovations to meet the emerging expectations of consumers, with both companies aiming towards neutrality in the next few years (Smith, B. 2020: Speciality Food Magazine, N.D). This suggests that consumers don't just expect a change in the sportswear industry but across multiple industries, making sustainability an etic perspective (Mason et al, 2015)