Ipsos’ Global Trend report reveals a framework of 9 trends weighing heavily on consumers and brands alike:
- Globalization fractures. Rising geopolitical tensions are driving a focus on national interests, prompting global brands to emphasize local connections.
- Splintered societies. Income and wealth gaps have widened, and businesses are increasingly expected to play a greater role in addressing inequality to ease tensions.
- Climate convergence. There is growing consensus on the need for climate action, with brands expected to lead the way and provide tangible ways for consumers to contribute to climate solutions.
- Technowonder. Brands must address concerns about technology by educating consumers while addressing fears around privacy, disinformation, security, and job displacement.
- Conscientious health. Many still struggle with healthy living, while access to care and the role of technology in health management create tension. Brands can help people navigate this process.
- Retreat to old systems. People are attracted to nostalgia for a perceived better past, leading to resistance to changes that disrupt traditional systems. Brands must remember that the “good old days” weren’t so for everyone.
- Nouveau nihilism. Financial hardship is driving is a generational disconnect around milestones like homeownership, marriage, and starting families. Many folks have adopted a live-for-today mindset. Brands can help bridge the gap between aspirations and reality amid rising debt and short-term decisions.
- The power of trust. Because brands have become extensions of our own worldviews, they have to balance value-driven messaging with meeting practical consumer needs.
- Escape to individualism. Personal autonomy has become the most powerful value. As people focus on the things they can control in their lives, helping people express and project that sense of self and reinforce their own values sets up lots of opportunities for brands.
Check out the full report from Ipsos.
