Advances in technology have ushered in unparalleled digital brand offerings in recent years, but new findings suggest the future of retail is being shaped by a multitude of trends including one trend fitting for Halloween: post-death consumerism. According to VML’s recent ‘Future Shopper Report 2024’, scarily enough, 47% of consumers surveyed globally are interested in the ability to shop beyond the grave, with some markets such as India and UAE, nearing close to 70 percent.
“Post-death consumerism” is the concept of training an AI to ‘learn’ a person’s financial and shopping habits while they are alive, so they can carry on controlling a digital estate and making purchase decisions once that person has passed on. You could imagine, for example, continuing to pay for the grandkids’ education or sending a birthday gift, even after death.
In its eighth edition, VML’s anticipated ‘Future Shopper Report 2024’ captures a global snapshot of the modern shopper. The report surveys 31,500 consumers across 20 countries and reveals a dynamic retail landscape challenging established trends and ushering in new opportunities for brands.
Increasingly, the world around us is forcing us to redefine consumers and interactions. Ring a customer care line of a large corporation and chances are you’re speaking to an AI driven chatbot. Want to buy something from the newest drop from your favorite fashion brand? Chances are that bots have got there before you.
Other findings related to post-death consumerism include: nearly half of consumers surveyed said that they would be interested in having a virtual dinner party in the metaverse by bringing back historical figures using AI. But this need not just be famous historical figures, many of us long to talk to friends and loved ones we’ve lost over the course of our lives, and 46% of consumers say they would like to be able to talk to those that have passed on by using AI to ‘bring them back to life’.
While the post-death consumerism concept is one that will take time to get used to, it’s certainly on the horizon and it’s not solely the older generations who have expressed interest. According to the Future Shopper Report, the older the consumer, the less interested they appear to be to maintain a digital presence after they’ve gone.
Jason Carmel, Global Lead, Creative Data at VML advises, “Don’t let this concept spook you. I don’t think brands will realistically need a post-death consumer strategy in 2025. It’s more of a wake-up call for how open consumers are to inviting AI agents to represent important aspects of their lives.”
To learn more about new trends taking shape—consumers becoming more open to physical shopping experiences again; marketplaces’ grip on their dominant position in the customer journey weakening; and a desire for brands to build a better mobile shopping experience, download and view the full report here.
About VML
VML is a leading creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth. The agency is a leading global marketing and systems integration partner, specializing in creating innovative solutions for business transformation. VML is celebrated for its award-winning work with blue chip client partners including AstraZeneca, Colgate-Palmolive, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy’s. The agency is recognized by the Forrester Wave™ Reports, which name WPP a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. VML’s global network is powered by 28,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.
VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X. #WeAreVML
Methodology
In The Future Shopper 2024 report, 31,500 shoppers across 20 countries were surveyed. In order to qualify respondents had to have shopped at least once online in the preceding month. The surveys took place in: Argentina, Australia, Brazil, China, Colombia, France, Germany, India, Indonesia, Italy, Mexico, Netherlands, New Zealand, Peru, Saudi Arabia, South Africa, Thailand, UAE, UK, and US, between the 22.05.2024 – 05.06.2024. Research was conducted on behalf of VML by Censuswide, who abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.
