Conseil en Prospective, Marque et Innovation

Embrace the nomadic lifestyle

Mobility is becoming way more than a simple travel: it is a way of thinking. Being mobile implies that people are used to changing environments often but also that they benefit from more timeout which can be used to do many different things during the way.  This evolution in our society causes the need to recreate our understanding of time. Thanks to the whole digital innovations we experience nowadays, the rule of “multi-tasking” is more accurate than ever. Consumers need products that can be transportable and adapted to the nomadic lifestyle and the quantity of time spent travelling.

This evolution forces companies to adapt their products and sales channels to reach consumers that are more and more in transhumance.

Despite this, a deeper social evolution needs to be further addressed. A study realized by BETC and Havas Worldwide called “The Modern Nomad: connect me if you can” shows that mobility is not just a physical movement anymore; it is a way of thinking “. 66% of the people in the world declare that travelling is one of the biggest pleasure in their lives. Even if the consumer is not a traveler, he will act like if he is part of the team, thinking about the actual possibility to travel.

Many brands already understood the need to innovate in this way : Nivea for example adjusted its product format, creating small formats that exceeded the sales of the historical cream only 6 months after the launch. Sisheido offers its mini products in main stations and undergrounds. Also, the agri-food industry launches mini-formats such as the mini Justin Bridou salami and Yoplait Zip Yogurt.

On the other hand, it also gives a brand the opportunity to play with customer’s imagination and desire to travel such as exotic food and perfumes from the other side of the world…

‽ Have you thought about being present for your consumers during their trip and every day transport? Can you adapt your product formats and sales channels to better meet their needs?