How do emerging trends in consumer behavior impact Make vs. Buy decisions in product development and marketing?

One of the most prominent trends affecting Make vs. Buy decisions is the growing consumer emphasis on sustainability and ethical consumption. Consumers are increasingly favoring products that are environmentally friendly and ethically sourced. According to a report by Accenture, a significant portion of consumers globally are more likely to purchase from companies that demonstrate sustainability credentials. This shift in consumer behavior compels organizations to reconsider their product development and marketing strategies. For instance, an organization might decide to make its products in-house to ensure control over the supply chain, guaranteeing that all materials are sourced ethically and processes are environmentally friendly. Alternatively, companies might buy from suppliers who can prove their commitment to sustainability, thus aligning the product with consumer expectations without the need for in-house development.

Real-world examples include companies like Patagonia and Ben & Jerry's, which have built their brand identity around sustainability and ethical practices. These organizations often opt to make critical components of their products to maintain strict quality and ethical standards, demonstrating how Make vs. Buy decisions are influenced by consumer trends towards sustainability.

Moreover, marketing strategies are also impacted as organizations choose to highlight their sustainable practices and ethical sourcing in their campaigns. This not only requires a deep understanding of what consumers value but also necessitates that organizations have genuine sustainability practices in place, which can influence whether they decide to develop these capabilities internally or partner with external entities that align with their values.

Technological advancements have led to increased consumer expectations for personalized products and experiences. According to Deloitte, personalization can significantly influence consumer purchasing decisions, with a large percentage of consumers expressing a preference for personalized products or services. This trend pushes organizations to adopt more sophisticated technologies in product development and marketing to cater to individual consumer needs. The Make vs. Buy decision becomes crucial here as organizations must decide whether to invest in in-house technologies and capabilities to offer personalized products or services or to collaborate with external partners who specialize in these technologies.

For example, Nike has leveraged technology to offer personalized shoes through its Nike By You platform, allowing consumers to design their sneakers. This level of personalization requires significant in-house capabilities in both technology and manufacturing, showcasing a strategic Make decision influenced by consumer demand for personalization.

In marketing, personalization trends necessitate advanced data analytics and customer relationship management (CRM) systems to tailor communications and offers to individual consumers. Organizations might opt to buy these technologies from specialized vendors to quickly adapt to market demands, illustrating how consumer trends towards personalization affect Make vs. Buy decisions in both product development and marketing strategies.

The shift towards digital and omnichannel experiences is another consumer trend profoundly impacting Make vs. Buy decisions. With the rise of e-commerce and digital platforms, consumers expect seamless experiences across all channels. A PwC survey highlights that omnichannel shopping has become the new normal, with consumers valuing the ability to switch seamlessly between physical and digital shopping channels. This trend challenges organizations to integrate their operations and marketing strategies across multiple platforms effectively. The decision to develop in-house digital capabilities or to buy/lease technology solutions from external providers is critical in ensuring a cohesive omnichannel experience.

Companies like Target and Walmart have invested heavily in their in-house digital transformation to create seamless omnichannel experiences, indicating a strategic decision to make these capabilities internally. These investments allow for better control over the consumer experience, from online shopping to in-store pickups.

On the marketing front, creating a unified brand experience across all channels requires sophisticated digital marketing platforms and tools. Organizations may choose to buy these solutions from external providers to leverage their expertise and quickly adapt to the digital landscape, highlighting how the trend towards digital and omnichannel experiences influences Make vs. Buy decisions.

In conclusion, emerging trends in consumer behavior, such as sustainability, personalization, and the shift towards digital and omnichannel experiences, have a profound impact on Make vs. Buy decisions in product development and marketing. Organizations must carefully consider these trends and their implications to make strategic decisions that align with consumer expectations and ensure competitive advantage in the market.