Consumers are adapting to new norms, rejecting what no longer works for them (e.g., the Great Resignation), reevaluating their priorities and reimagining interconnected systems for a post-pandemic world, according to Upshot’s “Cultural IQ: Seven Trends to Act On This Year.”
During this time of rapid change, brands need to tap into consumers’ collective desire to move beyond the liminal state of the past year, a desire that is underpinned by collective hope to feel better and find joy in what’s over the horizon, according to Liz Aviles, vice president, strategy and culture insights for Upshot, an Advantage Solutions agency. “Today’s most daring, imaginative and of-the-moment brands are built on a solid understanding of ever-evolving consumer expectations in our dynamic culture and marketplace.”
Upshot’s report delves into these seven trends:
Gen Z & Marketing at Meme — Members of Gen Z are turning most marketers’ heads with their hyper-speed cultural momentum and mercurial demands of brands.
Nurturing Nature — The new order of the day is regeneration, not mitigation. Brands’ sustainability efforts are increasingly focused on restorative strategies that seek to undo the damage done by our modern society.
Nonstop Nostalgia — Everything old is new again, or almost. As brands mine their archives for yesteryear’s hits, the smart ones are doing so with a modern mindset.
Exuberant Edibles — Modern food and beverage brands are getting bolder, brasher and even weirder to appeal to shoppers signaling their “If you know, you know” good taste.
Retail Rewired — With shopping an ambient, anywhere, always-on activity, retail is exploring new hybrid formats in worlds both real and born of a digital imagination.
Everywhere Wellness — Better together is the evolution of self-care. With most every brand now in the business of care, the expectation is to contribute to the pursuit of a healthier and happier life across your entire consumer experience.
Fast-Forward Future — Today’s imperative is increasingly tomorrow. Future-ready brands will apply foresight strategies to determine how they can be better ancestors to subsequent generations.