Consumer Behavior Trends

The world may have reached peak social media According to the Financial Times and analyst John Burn-Murdoch, global time spent on social media peaked in 2022. Usage among younger generations — once the growth engine of platforms like Instagram, TikTok and Snap Inc. — is now in decline. This matters because it signals a structural shift in how people engage online. After two decades of constant expansion, social media is no longer gaining attention share. Digital fatigue, declining novelty, and growing awareness of mental health impacts are flattening growth curves across developed markets. As Burn-Murdoch notes, the digital audience is no longer infinite. Average time spent per user has plateaued, and growth has smoothed into a slow curve — a pattern typical of mature industries. Why this matters for business: • Advertising-driven models will face margin pressure as engagement time drops. • The competition for relevance intensifies — brands must deliver genuine value instead of chasing algorithmic reach. • Platforms will evolve toward AI-augmented, video-first or community-based models, reflecting users’ desire for more meaningful digital interaction. Social media isn’t disappearing. But its era of hypergrowth — defined by constant attention capture — might be over. Background: The article “Has the world passed peak social media?” (Financial Times, John Burn-Murdoch) presents data showing total daily time on social platforms peaked in 2022, especially among under-35s. The analysis highlights parallels to other maturing tech sectors, with stagnation driven by user fatigue and shifting digital priorities. #socialmedia #digitaltrends #consumerbehavior #retail #fmcg #ecommerce #marketing #sales #investors #startups #retailtech #foodtech #omnichannel #communication #media #brandstrategy #digitalmarketing #innovation #futureofcommerce #platformeconomy #businessstrategy #technology #ai #datatrends #socialnetworks #advertising #growthstrategy #userengagement #usa #northamerica #europe

The most expensive mistake in business is assuming your customers will never change. Last year, something shifted in Indian retail. Gen Z (377 million) overtook millennials (356 million) to become our largest consumer group, influencing $40-45 billion worth of apparel and footwear purchases. But they're not shopping at the stores we built for them. [Et Retail] Brands watched their growth collapse in just 12 months. → ZARA fell from 40% to 8% growth, [Et Retail] → Levi Strauss & Co. crashed from 54% to 4% growth [Et Retail] → H&M dropped from 40% to 11% growth [Et Retail] Here's why the growth has slowed down: 📌 Gen Z discovered new brands like Freakins and Bonkers Corner, offering trendy clothes at ₹500-800 📌 They chose self-expression over brand loyalty 📌 70% of their shopping moved online, heavily influenced by Instagram 📌 They demanded inclusive sizing (XS to XXL) and unisex options that legacy brands ignored Take FREAKINS, which clocked ₹25 crore in FY2023, or Bonkers.corner, clocked ₹100 crore. [The Economic Times] [Et Retail] These brands understood what Gen Z wanted: crop tops, baggy clothes, Korean pants, and oversized tees at prices that let them experiment with three different outfits daily. Body positivity isn't a marketing campaign for this generation. It's how they think. When they couldn't find the sizes or styles they wanted at premium stores priced at ₹1,200-1,500, they simply went elsewhere. Myntra saw the shift and launched FWD with ₹500 price points. The result was explosive: 100% year-on-year growth and 16 million Gen Z users, who now represent one in three e-lifestyle shoppers. [Et Retail] Legacy brands bet that Gen Z would "grow up" and pay premium prices. Instead, 377 million young Indians chose values over logos. The most expensive mistake in business? Assuming your customers will never change. What changes in your customer base have surprised you recently?

There is a mega trend brewing that I’ve been studying and thinking about closely for a year. And the penny dropped for me this weekend: Social media isn’t social anymore. The first generation that grew up online are now the first to log off. They’re trading endless scrolling for self care, filters for feeling better, and algorithms for authenticity. The data tells the story: 📉 Time spent on social peaked in 2022. Globally, daily usage is down around 10 % since then (GWI 2025). Younger users are leading the drop. 👥 Social feeds have stopped being about people. The share of time spent viewing friends’ content has fallen from ~22 % to 17 % on Facebook, and from ~11 % to 7 % on Instagram (Meta 2025). We’ve gone from connection → consumption → fatigue. 🧠 Wellbeing is the new entertainment. The global wellness economy is now $6.3 trillion, projected to hit $9 trillion by 2028 (Global Wellness Institute). Consumers are spending more on health, sleep, longevity, and understanding themselves. 🍸 Culture is shifting toward clarity. Only 54 % of Americans now say they drink alcohol (Gallup 2025), the lowest ever recorded. Younger generations are cutting back fastest, prioritising focus, health and purpose over escapism. We have hit peak scroll. This doesn’t mean people don’t use social or watch content. But: People want meaning, not memes. Education, not envy. Connection, not comparison. The next decade won’t belong to the loudest voices online. It’ll belong to those who help people feel better, think clearer, and live longer.

Gen Z has ₹254 in their bank account... but just bought a ₹300 "sweet treat" because of slightly bad day at work. Sound familiar? It's not about being irresponsible. It's about survival. When rent eats 40% of your income and inflation makes groceries feel like luxury shopping, that ₹300 dessert isn't indulgence—it's emotional regulation. Behavioral finance calls this "self-soothing consumption." I call it being human. And the data backs the story: - 50% of Gen Z feels financially unstable by month-end (Bank of America) - Yet spending on small luxuries continues rising - Because mental health > bank balance (at least in the short term) But here's the GOOD NEWS - you don't have to choose between now and later. Instead of restricting these moments, design your life around them: Before your next "little treat" purchase: - Set up a ₹500 weekly SIP (automate it so you never see the money) - Track your emotional spends because awareness alone can cut impulsive purchases - Apply the 24-hour rule for purchases The goal isn't perfection. It's intention. When you're aware of why you spend, you can spend and save. Even small amounts compound—₹2,000/month invested over 10 years becomes ₹3.5 lakhs. The future of personal finance is not about restriction. It will be about integration: aligning emotional spending with long-term wealth creation. So get that Latte BUT only after you have paid your future self first! Cheers! . . #personalfinance #linkedinforcreators #moneytips #psychologyofmoney

#Amazon just killed the old e-commerce algorithm. Rufus now has memory & it changes the game more than Prime ever did. For 20 years, #ecommerce placements ran on two engines: ▪️Product-based logic → “You bought a phone, here’s a case.” ▪️Crowd-based logic → “People who bought X also bought Y.” That era is over. Now, with Rufus AI memory, a third engine arrives: ▪️Contextual logic → “Yesteday you asked for trail shoes. Today you’re back - here’s a water-resistant jacket that completes your kit.” This is bigger than chat. Rufus memory will fuel every surface on Amazon: Sponsored Display, PDP recos, offsite retargeting. One memory, everywhere. A full-funnel intelligence system that learns once and sells everywhere. Why it matters: 1️⃣ Smarter cross-sell → Rufus won’t waste placements on what was just bought. It will anticipate the next logical purchase 2️⃣ Full-funnel impact → Memory won’t stay in chat. Expect it to power every algorithmic slot across Amazon. 3️⃣ Journey > click → Performance is no longer about CTR. The real metric: How often does Rufus recall and re-recommend your brand across the funnel? 4️⃣ Content = algorithm fuel → If your PDP doesn’t spell out connections (pairs with, next in routine, complementary use cases), Rufus won’t link you into the journey. What brands must do now: ▪️Design ecosystems, not SKUs → Build routines, bundles, and adjacencies. Memory rewards portfolios that tell a story. ▪️Engineer cross-sell signals → Use content to “teach” Rufus where your product fits in the customer journey. ▪️Hit hygiene benchmarks → Near-200 character titles, 7+ visuals, A+ content, 4.3★+, Prime/FBA - still a non-negotiable fundamental priority ▪️Adopt new KPIs → Share of voice in Rufus answers, attach rate, and repeat recommendation frequency. Business impact This is the algorithmic pivot of the decade. Contextual AI shifts Amazon from a #marketplace with recommendations into a shopping brain that curates, recalls, and predicts. Every surface, every placement, every touchpoint is now personalized by a history of interactions. Day 1 for the industry - we will see other #online #OMNIchannel giants follow. Retailers with strong loyalty programs are sitting on a goldmine once they connect life context with shopping intent. If you’re not training contextual algorithms to remember your brand, you’re training them to forget you.

₹71,000 Crore Pet Economy: How Pet Parenting Is Replacing Pet Ownership in India India has a relationship shift. 1. Old model: Pets = utility, low spending and basic food + occasional vet visits. 2. New model: Pets = family, high emotional spend and daily consumption + premium care. This shift has created a ₹71000 Cr industry. Not niche anymore, this is mainstream consumption. ✅ THE NUMBERS 1. Market size: ₹71,000 Crore 2. Pet population: 42 Million+ 3. Monthly spend: ₹5000–₹9000 4. Online penetration: 38% 5. Food category share: 65% ✅ Real Shift: Ownership → Parenting Earlier: feed and maintain. Now: nurture & upgrade. Better food, better healthcare & better lifestyle lead to the same animal. Completely different wallet behaviour. This is emotional economics. The market is not a segment. It’s a multi-layer ecosystem. 1. Food & Nutrition (Volume Engine): 65% of the total market. Shift to fresh, human-grade meals. Meal toppers grow at 32% CAGR & upgrade without full cost. That’s the hook. 2. Retail & Quick Commerce (Discovery Engine): Cities like Bengaluru and Mumbai now see 10-minute pet deliveries, toys, treats & accessories on demand. Convenience = impulse buying. That drives volume. 3. Vet & Grooming (Infrastructure Layer): Rise of organised clinic chains, mobile grooming growth: 40% surge and from clinic visits has changed into doorstep services. Time is now more valuable than money. 4. Wellness & Insurance (Future Layer): Ayurveda-based treatments, pet insurance penetration <2% have high growth potential. They are an early-stage category & a high-margin opportunity. ✅ Why This Boom Is Happening This isn’t about pets. It’s about people. 1. DINK Households: Double income. No kids. Pets become primary dependents. 2. Urban Loneliness: Pets = emotional support systems. 3. Premiumization Behaviour: People compromise on self-spend. Not on pet spend. This is irrational consumption, which makes it highly profitable. When income drops, people cut travel and delay purchases. But they don’t cut: Pet food, medical care, and essentials. This is non-negotiable spending. That’s why investors love it. Predictable demand. Repeat purchases. Zero churn. ✅ Tier-2 Expansion Wave Next growth won’t come from metros. It will come from Lucknow, Pune and Coimbatore, where awareness is rising, spending is increasing, and competition is low. This is where the next ₹30,000 Crore will be built. ✅ Let me share the #Rajspectives 1. Pet care is now a recurring consumption category. Emotional spending drives higher margins than rational spending. 2. Food is the entry point. Wellness is the scale layer. 3. Convenience (quick commerce) is accelerating category growth. 4. Tier-2 India will define the next phase of expansion. The biggest shift of 2026: People are no longer buying for pets. They are spending like parents. And in business, when emotion meets recurring demand, you don’t get a category. You get an industry. #india #business #startup #petcare #economy

A women's health company was banned from using "vagina" to describe a fertility kit on Amazon. "Semen"? Fine. "Vagina" in male sex toy listings? Also fine. That's not a glitch. It's a symptom. My latest Forbes article documents a financial infrastructure crisis hitting women's health—before founders ever reach a single investor. According to "The Bias Burden" from CensHERship and The Case for Her, 100% of women's health companies surveyed faced barriers accessing basic financial services: 📉 82% lost time resolving banking and payment barriers 💸 64% lost revenue 🚫 43% delayed their product launch "Female founders already have a smaller pot to play with," says Clio Wood of CensHERship. "These barriers mean they can't even be efficient with what they have." Medical terms like "menstrual" trigger the same block lists as adult entertainment. AI will make it worse. "If you are miscategorized into this higher risk segment—because they've mentioned the words sexual health, sexual wellbeing—they're getting in the same category as firearms or tobacco risk," says Anna O'Sullivan, CensHERship. "That will follow you around for other applications as well." The institutions that fix it first will capture a $60B market. Read the full article in ForbesWomen 👉 https://lnkd.in/eanxKruP

Channel blur = channel fatigue. When every social platform has the same features… what happens next? Stories. Reels. Livestreams. Threads. DMs. Reposts. Maps. Saved Posts. Every major social media channel now offers almost identical tools, so where’s the differentiation? Here’s the shift: 𝗜𝘁’𝘀 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝘀; 𝗶𝘁’𝘀 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗰𝘂𝗹𝘁𝘂𝗿𝗲. 🔵 TikTok is built for entertainment and raw creativity. 🔵 Instagram still values aesthetics and lifestyle. 🔵 LinkedIn rewards relevance and professional insights. 🔵 Facebook leans into community and nostalgia. 𝗘𝘃𝗲𝗻 𝗶𝗳 𝘁𝗵𝗲 𝗳𝗼𝗿𝗺𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲, 𝗵𝗼𝘄 𝗽𝗲𝗼𝗽𝗹𝗲 𝘂𝘀𝗲 𝗶𝘁 𝗮𝗻𝗱 𝘄𝗵𝘆 𝘁𝗵𝗲𝘆 𝘀𝗵𝗼𝘄 𝘂𝗽 𝗶𝘀𝗻’𝘁. So as marketers, creators, and brands, our job isn’t just to repurpose content across channels. It’s to rethink tone, hook, timing, and intent based on the audience and the algorithm. When everything starts to look the same, users notice and fatigue sets in. That’s why storytelling, creator partnerships, and deeper community engagement matter more than ever. 👉 How are you adapting your content strategy when all platforms feel the same?

There’s a difference between having offtake interest and having real demand. Many carbon removal projects present the same story: Offtake signed → revenue secured → project de-risked. My experience shows that the signature means very little without understanding who stands behind it. In today’s market, there are two very different capital logics at play and confusing them is dangerous. Here’s the distinction: 1️⃣ 𝐓𝐡𝐞 𝐬𝐩𝐞𝐜𝐮𝐥𝐚𝐭𝐨𝐫 𝐦𝐢𝐧𝐝𝐬𝐞𝐭 Speculators look for optionality. They want early access to volume, exposure to future price appreciation, and the flexibility to step away if conditions shift. They often sign non-binding LOIs or conditional offtakes linked to their own future fundraising. On paper, this looks like demand. But there is no capital allocated behind the signature. If the market softens, compliance rules change, or credit prices move, they can walk away with limited consequences. Building industrial capacity on that type of offtake is fragile. 2️⃣ 𝐓𝐡𝐞 𝐢𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐢𝐧𝐯𝐞𝐬𝐭𝐨𝐫 𝐦𝐢𝐧𝐝𝐬𝐞𝐭 Infrastructure capital behaves very differently. It looks for long-term contracted cash flows backed by counterparties with balance sheet strength. Capital is allocated before public announcements. Due diligence happens before signatures. Risk is priced and structured. This capital is designed to stay through cycles, not to chase momentum. When infrastructure investors see an offtake, they immediately ask: Is this funded? Is the counterparty creditworthy? Is the obligation enforceable? Without those elements, the document has limited value. 3️⃣ 𝐓𝐡𝐞 𝐝𝐚𝐧𝐠𝐞𝐫𝐨𝐮𝐬 𝐠𝐫𝐞𝐲 𝐳𝐨𝐧𝐞 The most fragile space in carbon removal today is not speculation itself. It is the grey zone where offtakes are signed, press releases are issued, but no money is actually committed. Developers interpret this as validation and banks interpret it as conditional. That mismatch is where financing gaps appear. An unfunded offtake is not revenue security. It is exposure disguised as certainty. 4️⃣ 𝐖𝐡𝐲 𝐭𝐡𝐢𝐬 𝐦𝐚𝐭𝐭𝐞𝐫𝐬 Carbon removal is increasingly positioned as infrastructure. Infrastructure requires predictable cash flows, creditworthy counterparties, and long-term alignment between supply and demand. If your demand base is speculative, your financing structure will also become speculative. And speculative financing does not build resilient industrial assets. 5️⃣ 𝐌𝐲 𝐯𝐢𝐞𝐰 I see more and more projects celebrating offtake announcements that are not backed by committed capital. That is a structural risk. Interest is not funding. A signature is not a balance sheet. If the buyer cannot demonstrate capital behind the contract, the project is not de-risked it is exposed. Carbon removal wants to be infrastructure, but infrastructure requires infrastructure capital. That distinction matters more than ever.

Housing starts rose to a seasonally adjusted annual rate of 1.428 million in July, surpassing the consensus expectation of 1.297 million. The 5.2% monthly increase was driven by an 11.6% rise in the multifamily sector and a 2.8% gain in the single-family sector. However, building permits—a leading indicator of future construction—fell to 1.354 million, below the consensus forecast of 1.386 million. The decline was largely due to a 10% drop in multifamily permits, while single-family permits edged up by 0.5%. Despite the modest gain, single-family permits remain near their lowest level since March 2023, signaling continued weakness. Builder sentiment declined again in August, marking the 16th consecutive month in negative territory. To stimulate demand, builders are increasingly turning to sales incentives. According to the August HMI survey, 66% of builders reported using incentives—up from 62% in July and the highest share recorded in the post-Covid period. Supply-side challenges persist, and competition from a growing inventory of resale homes continues to intensify. Without meaningful improvements in affordability, the outlook for the single-family sector remains constrained. In June, the months’ supply of new homes rose to 9.8 months—well above the pre-pandemic five-year average of 5.6 months. Existing-home supply is also trending higher. Rising inventories, coupled with affordability and supply-side challenges, are creating headwinds for the single-family sector. While the monthly increase in housing starts and permits is encouraging, one data point doesn’t make a trend. Sustained gains are needed to demonstrate continued progress in single-family homebuilding. It’s important to distinguish between structural undersupply and cyclical inventory dynamics. Structural undersupply refers to a long-term shortage of housing relative to household formation. In contrast, elevated unsold inventory is a short-term, cyclical phenomenon influenced by high mortgage rates, affordability constraints, and softer demand. The housing market remains structurally undersupplied—we need more hammers at work to build the homes that are still in short supply.