This passed week end we had the opportunity to exhibit at the Health Expo in Hangzhou, one hour away from Shanghai.

While we have seen over the past few years how there has been a definite change in consumer behaviour, we were really impressed to see how the trend towards a better and healthier lifestyle with better life choices is definitely on the up.

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According to research published by Mintel, Director of Research Asia Pacific in 2017 for the year 2018, “Consumers are increasingly in search of healthier, happier and more balanced lives. They want antidotes to urban congestion and environmental pollution, and greener, more people-friendly cities”. Mintel research reveals that 58% of Chinese Mintropolitans (aged 20-49) agree they are willing to pay more for ethical brands. However, consumers’ motives lie not in the pursuit of egalitarian principles, rather they are after benefits for their own health.”

"Consumers increasingly understand the balance between their own health and that of the environment."

He goes on to say that “in 2018, consumers will prioritise better quality products that offer them greater personal life-enhancing benefits and make them feel good about their choice to support a brand that claims to offer a better balance with nature. Brands that demonstrate how the ethics behind their product or service provide concrete benefits to consumers, their families and their neighbourhoods will tap into this growing trend.”

This shows that consumers increasingly understand the balance between their own health and that of the environment, and are demanding greener, healthier life solutions from brands.

Agility Research & Strategy looked into the consumer behaviour of the wealthy and in particular millionaires. It is interesting to note that for millionaires social responsibility trumps brand recognition. Whereas previously one might have expected the wealthy to want show-off their wealth, new consumer trends show in 2018 however that they will care more about the social responsibility of the brands they are wearing rather than if the brands they are using are recognizable.

“Interestingly we find an increasing trend among the high net worth consumers where they are becoming more discreet about the brands they wear and more subtle in the way they dress.”

It is fantastic to see an increased awareness of social consciousness and a mindset of inconspicuous consumption.  “Interestingly we find an increasing trend among the high net worth consumers where they are becoming more discreet about the brands they wear and more subtle in the way they dress.” This observation while officially published by Agility Research & Strategy, was something we have observed over the past nine years and was the reason behind creating a brand that met these growing needs. The trend is so much more acute when it comes to consumption of baby product.

We look forward to seeing further trends in the right direction to take care of this place we call home. We also hope we can encourage other brands to be more accountable with the help of minimum requirement implementation by governmental bodies.