From Americans and marginalised communities searching for ways to combat loneliness to neurodiverse women creating intentional support systems, brands are helping consumers navigate the complexities of modern life. Here are the top ten insights and behavioural shifts that got us talking in June.
🗣 Americans search for ways to combat loneliness - record-high search volumes for how to meet and make friends reflect the continuing loneliness epidemic experienced in the US. As Gens Z and Y struggle to form meaningful connections, using tech to foster intentional relationships and build digital peer-to-peer communities can help support human interaction both on and offscreen.
🫶🏼 Marginalised communities more likely to feel socially isolated - while the loneliness epidemic affects all kinds of people, women and gender non-conforming individuals feel lonely at disproportionate rates compared to their peers. Targeted initiatives can boost a sense of connection, with IRL community-building efforts the most promising way to engage with these audiences.
🌴 China HNWIs prioritise Middle East holidays - an increasing amount of Chinese HNWIs are planning trips to the Middle East, suggesting that Europe may be usurped as the ultimate luxury destination. The shift provides opportunities to cater to these new travel mindsets by tapping into wider trends among Chinese HNWIs.
✨ Wellness seekers opt for luxury - the luxury market continues to move towards exclusivity as a selling point, as HNWIs seek out unique experiences and membership in elite communities. In the wellness space, meeting consumers' needs by leveraging and merging health, wellness, and high-end shopping can align with this change in how people engage with their wellbeing.
🍹 At-home drinkers explore the ready-to-drink market - people are drinking more at home because of the cost of living crisis, signalling an end to the post-pandemic bar boom. As new drinking behaviours see people try canned cocktails and unconventional flavours, functional offerings and DIY kits can encourage easy exploration from the comfort of people's homes and living spaces.
💞 Neurodiverse women create support systems - as neurodivergent symptoms present differently in girls than in boys, many girls are overlooked and undiagnosed until well into adulthood. Social impact companies are catering to the wide-ranging needs of neurodiverse women through digital campaigns, talks, workshops, and events that put communities first.
🎶 Modern music enthusiasts pursue new sounds - digital-first experiences are changing the way audiences consume and engage with music. With genres such as K-Pop, reggae, Afrobeats, and more taking over our soundwaves, social media is playing a key role in connecting audiences to niche acts and encouraging fan co-creation through active online communities.
👗 Fashion enthusiasts prioritise ‘quiet luxury’ - there’s a growing demand for ‘quiet luxury’ in the fashion space, driven partly by the representation of wealth in popular culture. As luxury consumers increasingly prioritize understated and durable garments, appealing to insider communities that value logoless, quiet luxury branding is keeping them coming back for more.
❗️People push back against capitalist systems - amid growing wealth disparity and an increasing sense of financial hopelessness, young people are watching ‘eat the rich’ content as a desire for deep-rooted systemic change grows. Aligning with social justice and equality, while creating a balance that reflects the changing values of consumers and aspirational culture, can resonate with audiences that crave authentic content.
🛍 Savvy shoppers are less brand loyal - brand loyalty can be viewed as a spectrum, where on one end, people stick to a particular product out of habit because it’s satisfactory and familiar. But as habitual purchasing behaviours shift in line with the cost of living crisis, providing additional brand value through incentive-driven perks, schemes and reward systems will be key to retaining consumer attention.
