7.6.2 Lifestyle & Technological Environment

Question 1

Emphasis on Healthy Eating

Answer 1

As consumer awareness of healthy eating continues to increase, consumers may demand healthier food options. For example, McDonalds must respond to these changes in demand and in June 2018 introduced a healthier children’s menu. Burger King introduced a new Whopper made with artificial meat from the company Impossible Foods.

Question 2

Emphasis on Wellness

Answer 2

As consumer awareness of wellbeing and fitness continues to increase, consumer demand for fitness products is likely to increase. For example Fitbits, will increase, and this may affect businesses such as Vue as consumers change their hobbies and habits.

Question 3

E-Commerce

Answer 3

As consumers take advantage of advancements in e-commerce, demand for online shopping will increase and businesses must be responsive to these changes. For example, Morrisons only introduced online shopping several years after their competitors did. They initially partnered with Ocado to do their online food retail business.

Question 4

Social Media

Answer 4

As social media use continues to grow, businesses must adapt customer service procedures to reflect changes in consumer expectations. For example, consumers expect to be able to contact businesses through social media and businesses must respond by updating their processes to offer this contact method if they are to maintain competitiveness.