What does the future of consumption look like? The non-profit Foundation for Future Studies, together with ECE, investigated this question in its latest consumer study and surveyed over 3,000 German citizens in face-to-face interviews.

One of the key findings is that the shopping trip itself remains popular, but the shopping behaviour and consumer needs of Germans are changing.

Consumption is much more than just spending money or buying necessities. Today, shopping is one of Germans' favourite leisure activities. 60 percent of Germans even describe strolling through pedestrian zones and shopping centres as a pleasure.

No question - online shopping is booming. In 2004, 25 million Germans shopped online. In 2018, according to the Federal Statistical Office, there were already more than twice as many who placed their orders virtually for private purposes - and there is no end in sight to this trend. There are major differences between the age groups.

For example, 58 per cent of under 35-year-olds say they shop online at least once a month in their free time, compared to only 19 per cent of over 55-year-olds. Although an increase in online shopping is recognisable, more than four out of five Germans still prefer to shop in bricks-and-mortar shops rather than online.

The motives of online shoppers can be divided into the categories "service" and "product range". Nine out of ten online shoppers cite the convenience of being able to do everything 24 hours a day, seven days a week from home or on the move with their smartphone as a key argument.

The associated premises can be summarised under the term "services". Customers find it a great relief to be able to shop without time restrictions. Even the constant extension of shop opening hours in recent years cannot compensate for this advantage. Especially with regard to more flexible working hours, it is important for many people to be able to shop after work as well as on Sundays and public holidays.

The ability to quickly compare individual products is another advantage. The service also includes fast delivery, which makes long shopping trips and cumbersome carrying obsolete. The majority of customers also use the opportunity to read the reviews of other buyers and trust them more than the statements of salespeople in shops. They also criticise the fact that salespeople often do not give them enough time to make a decision at their leisure.

With regard to the products offered online, more than two thirds of the population cite the financial benefits. Numerous special offers and discounts are an important argument in favour of online shopping, especially for consumers with limited financial resources. For more than one in two people, the larger product range is also of particular importance. The enormous product selection not only offers the desired items, but also provides numerous alternative suggestions. Furthermore, a wide variety of products can be viewed quickly. The customer only needs a few clicks to make a purchase without having to travel long distances.

However, the popularity of bricks-and-mortar retail remains unbroken and the motives of stationary shoppersin pedestrian zones and shopping centres, are numerous. For example, 85 per cent of customers shopping in shops enjoy being able to examine the products directly. Pictures, descriptions and customer reviews online are not enough for them; instead, they want to touch, try on and test the items. For them, being able to take the products home with them immediately is part of a successful purchase.

In the context of service, over half of shoppers attach great importance to the advice they receive in the respective shops or specialist departments. They do not trust anonymous online reviews, but prefer personalised advice that is not based on algorithms, but is tailored to individual needs. Good service also includes the uncomplicated option of an exchange.

The aspects of trust and support for the local economy belong more in the realm of political or moral conviction. One in five stationary shoppers does not trust digital retailers. They lack a personal connection and transparency with regard to company processes and product details. They are also sensitive to a cityscape in which small shops in particular are increasingly unable to survive. They want to support local businesses with their purchases.

"Consumers want to and will continue to use the internet to browse and shop. But they will still prefer to visit local shops, as they offer them something they will never find online: the opportunity to utilise all their senses, to combine experience and shopping, as well as personal contact with other people. If this continues to be offered, online shopping will remain just a supplement and not a replacement for bricks-and-mortar retail in the future."says Professor Dr Ulrich Reinhardt, Scientific Director of the Foundation for Future Studies.

The idea of lending, borrowing, giving away or sharing everyday items has long been more than just a niche trend. More than half of Germans are willing to borrow things, but also to lend items themselves - regardless of age.

Overall, five overarching advantages can be cited for the motives for shared use:

1. borrowing is good for the environment

Sustainability is the top priority for three quarters of the population. People share in order to reduce the production of goods that are only used temporarily and thus conserve natural resources. This also includes the desire to reduce the amount of waste and its problematic storage and destruction.

2. borrowing saves money

For more than two thirds, financial aspects are highly relevant, especially when it comes to technical devices or special wardrobe items. This allows some people to use products that would otherwise go beyond their budget. In general, items with a high purchase value that are not used on a daily basis are best suited for sharing.

3. lending strengthens flexibility and creates freedom

Two thirds welcome the fact that they can get rid of things they don't use and thus have more space and storage space for important things.

4. sharing makes you happy

Two out of five respondents cite individual satisfaction as the most important motive for sharing.

5. lending connects people

Citizens also see the social aspects associated with shared use as important motives. These include, above all, the promotion of the community with around two-thirds approval and independent action with 55 per cent.

Professor Reinhardt: "Sharing doesn't just save money. Social contacts can also be established and deepened. In addition, experiences are passed on and joint activities are undertaken. Borrowing is based on trust and promotes social interaction, which is becoming increasingly relevant in times of increasing anonymisation and individualisation". 

"A company that is fully dedicated to service has only one concern when it comes to profits. They are uncomfortably large." This quote by Henry Ford is around 100 years old and yet it has lost little of its relevance. If you want to welcome satisfied customers today and tomorrow, you must always fulfil changing customer wishes.

For a long time now, general customer satisfaction has no longer been based solely on the widest possible range of products. It is also crucial to offer good service. This includes, for example, customer-friendly equipment, a clear layout of the sales areas and short waiting times when paying; but above all, attentive, friendly, competent and patient sales staff. Retailers have become aware of these customer expectations in recent years and the investments are paying off. As a result, 48 per cent of Germans currently agree with the slogan "The customer is king" - significantly more than in 2010 (27%).

"In future, good service will be crucial to winning and retaining customers. Brick-and-mortar retail cannot win the price war against the internet"says Ulrich Reinhardt.

What's more, offering good service simply pays off. Almost two thirds of Germans are prepared to spend a little more money on personalised advice; men as well as women and households with a low income as well as those with more financial means. Only the younger buyer groups are somewhat less willing, whereas almost three quarters of older people would be prepared to do so.

To the "Future of consumption" study

German consumption is booming. And yet it is facing numerous challenges and changes. What impact will digitalisation, demographic change, service, sustainability and new offers have on consumption in the future? The joint publication by the Foundation for Future Studies and ECE is dedicated to these and other exciting questions.

True to the foundation's principle "The changing world - the focus on people", future-related opinions of the German population were surveyed and analysed on a representative basis. The results not only reflect the current consumer behaviour of German citizens, but also present plausible forecasts in the four chapters "Germany in transition", "Retail", "The customer" and "Looking to the future".

The book thus offers a unique insight into the consumer behaviour and future thinking of Germans - both for retailers and every citizen - and illustrates what the consumer world of tomorrow could or should look like.