With the discovery of the Omnicron variant, the verdict of the Kyle Rittenhouse trial, and the death of fashion industry icon Virgil Abloh, the end of the year is shaping up to be a turbulent time for many. The influx of Christmas ads can mean only one thing - the festive season is just around the corner. But as the year winds down and people have their sights set on relaxation and quality family time, what are people looking for as we head into a season of uncertainty?

The ‘hun’ is the UK’s new loveable anti-hero - less an individual than a state of mind, Hun culture counteracts stereotypical upper-crust ‘Britishnessʼ by offering a voice to working-class people. Championing relatability, ‘iconic huns’ are praised for being their imperfect selves - brands looking to tap into cultural moments and niche fanbases can use huns to challenge dominant feminine archetypes.

High-status goods help people showcase their worth - with social media becoming a billboard to showcase success, being constantly exposed to other people’s status in society can feel threatening. Brands can lean into authenticity as a way to show status, focusing on unique identities which have the possibility to create new aesthetic trends.

People wise up to the overuse of eco-buzzwords - as people become more aware of  greenwashing amid a period of heightened cultural consciousness, Patagonia has dropped all use of the word ‘sustainable’ acknowledging its a part of the global climate change problem. Brands are learning to be more honest in a bid to regain consumer trust.

Minimalist habits grow as people detach from consumer culture - as the upheaval of the outside world led people to look for ways to simplify daily living, minimalist habits saw a resurgence over the past year. Brands who want to stay meaningfully present can engage with peoples appreciation of simple living and balanced lifestyles post-pandemic.

Virtual economies engage people in play-to-earn experiences - with NFTs gaining a place in mainstream consciousness, people are creating and cultivating in-game characters and collectibles, which they can use to earn a living through cryptocurrency. As mass digitisation impacts  banking, brands can drive further growth in the gaming space through innovation and accessible platforms.

AR filters allow Gen Z to get creative with their identities - as more Gen Zers engage with AR filters to change their appearance and alter the world around them - 60% of Snapchat users are aged between 13-24 and use the platforms  AR-integrated filters - they have access to new experiences that may previously have been inaccessible. Brands can use this technology to not only engage with and entertain young people, but to also deliver powerful messaging.

Gen Zers preference for digital communities grows - with Nike launching Nikeland in partnership with Roblox as a way to build new relationships in the metaverse, brands who want to to solidify their space in the market can bring new younger audiences to these spaces by creating consumer touchpoints that allow for social interactions and expression.

Britons digital habits spark fresh eco anxiety - with climate consciousness growing in tandem with mass digitisation, Britons are becoming concerned about the hidden costs of their digital and carbon footprints. For brands wanting to lead on more sustainable forms of technology usage, they can consider more encompassing approaches to win the trust of the eco-conscious.

Subscription fatigue growing as people have less free time - lured by convenience many people flocked to sign up to subscription services during the pandemic, but as the market became over-saturated amid fierce competition consumer interest faded. As pandemic-era restrictions lift, brands can explore other revenue streams alongside subscriptions to counteract this growing fatigue.

Lockdown exercise habits changing for active gym-goers - a lack of interest in at-home working out corresponds with fitness club members returning to gyms at the start of the year. Brands who found a niche in lockdown, such as with gamified exercise experiences, can consider how they'll fit into people's post-pandemic routines as IRL classes merge with at-home accessibility.


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