From people ditching perfectionism to Gen Z using social media to learn about finance and foodies indulging in IRL eating experiences, brands are responding to consumer shifts and helping them navigate new norms. Here are the top ten insights and behavioural shifts that got us talking in September.
👋 People are ditching perfection – dominant aesthetic ideals are being subverted through fun and inventive narratives like ‘ugly’ cakes – bordering on being chaotic and grotesque. By challenging dominant concepts of ‘pretty’ and ‘cool’ and helping people to self-express in fresh ways, brands can allow people to challenge perfectionism and embrace their flaws.
💕 Online daters are raising the bar – people are growing tired of the mediocre online dating landscape and are looking to new codes that help them steer away from unsuitable matches. As swipe fatigue sees dating apps decline in popularity, cultivating spaces where people can bond over shared interests will allow them to pursue love on their own terms.
🇬🇧 Britons realign their moral codes – the UK is experiencing a moment of flux amid a cost of living crisis, a war in Ukraine, the ongoing impact of the pandemic, a change in government leadership, and the death of Queen Elizabeth II. With Briton's values realigning to reflect the current cultural mood, offering security and stability will help them to navigate an uncertain future.
💻 Digital communities seek relatable content – content creators are using humour to transcend language and cultures, helping people to process uncertain times and complex conversations in a lighthearted way. Using the power of relatable humour to cut through the noise can bring people together, creating deeper and more nuanced conversations online and off.
🚫 Gen Zers reject harmful stereotypes – cultural exploration in media and entertainment is leading many Gen Zers to push back against damaging connotations and aesthetics and move towards content that better aligns with their worldview. Reworking traditional content and reflecting societal values through storytelling can allow this cohort to better engage and identify with what they see on-screen.
🍔 Foodies indulge and savour dining experiences – as pandemic restrictions ease worldwide and as people return to eating out IRL, many are looking for moments of escapism through their food and drink choices. By championing indulgence and tapping into new eating expectations, brands can help satisfy people's hunger through joyful eating experiences.
🎲 ‘Kidults’ are finding new ways to escape – as lockdowns resulted in many adults having more free time on their hands, new hobbies allowed them to engage in playful behaviours and offset the seriousness of adult life. By helping adults to escape from reality through joyful, nostalgic activities, brands can ensure adult playtime becomes a meaningful outlet.
🥲 Young people experience milestone anxiety – getting married, having children, and buying a house are all milestones Gen Yers and Zers are expected to hit, but societal pressure is altering young people's perceptions toward these crucial life markers. With priorities shifting, brands can engage with these new values-led mindsets as traditional milestones are redefined.
💸 Gen Zers use socials to learn about finance – covering topics from budgeting hacks to how to identify the next meme stock, Gen Zers are using social media to learn about the ins and outs of finance. But as misinformation can run rife in online spaces, filling the financial education gap in an entertaining digitally-led way can empower rather than confuse consumers.
💳 Cost-savvy consumers want honest products – with the cost of living crisis impacting supply chains, brands have turned to shrinkflation to maintain profit margins. But savvy consumers are wise to this move and are voicing their displeasure. As people expect honesty from brands, being on the consumer's side and showing solidarity will appeal to those whose household spending budgets are being reevaluated.
