B2Beyond Marketing
To simplify daily life, people are shedding their excess “stuff,” seeking pared-down experiences and even ways to unclutter their digital identities.
Industry: Advertising
Side Quirks
A global shift toward individualism has led to a surge in side businesses and a renewed appreciation for what makes people unique.
Retrotrust
Often unsure of whom to trust, today’s consumers are connecting with brands that have a rich legacy in cultural history, or those with which they have a strong sense of nostalgia.
Artificial Influence
Creators, corporations, and governments are using virtual experiences and installations to shift public perception, sell products, and even turn fantasies into reality.
Muddled Masculinity
The rising empowerment of women and reevaluation of the concept of gender itself are causing widespread confusion and angst about what it means to be a man today.
Strategic Spectacle
Brands and creators are intentionally using spectacles to capture attention and drive engagement.
Truthing
As a consequence of eroding trust in media and institutions, people are engaging in a personal quest for the truth based on direct observation and face-to-face interaction.
Approachable Luxury
Luxury is no longer defined by scarcity and privilege: Today’s consumers value down-to-earth, authentic human experiences and unique unrepeatable experiences.
Ungendered
Shifting definitions of traditional gender roles are leading some to reject the notion of gender completely, while others aim to eliminate it from products, experiences, and even their own identities.
Human Mode
Thanks to automation, people crave experiences, advice, and services delivered by actual humans.
