Dramatic events connect and reshape our lives, helping to define who we are and what we become. Important periods of transition, such as emotions at school, a backpacking trip, can have a great impact on self-knowledge and the direction that life takes.
The physical, mental and spiritual effects of the coronavirus pandemic were enormous. In the latest world forecast survey, it was confirmed that the future is no longer what it was, 37% of the people surveyed affirm that the pandemic prompted them to rethink their purpose and priorities in life, while 41% declared that, if they could do it again, they would choose a different career, in addition, 65% expect more from work and life.
It was confirmed that COVID-19 awoke new behaviors and generated greater social awareness on issues that have been raised for years, as well as how more and more people demand recognition and responsibility.
Brands are often an expression of personal values. While technology plays a huge role in connecting us and fueling social movements, people are also becoming more aware of screen time and the power of interpersonal connection.
In addition, four key themes emerged: diversifying identities, renegotiating relationships, raising expectations, and expanding values. Within each, five trends were identified, resulting in a new way of looking at the world, showing how people will connect, create, and consume in the years to come.
Authenticity and self-expression expand, evolve, and create new and more fluid identities. In the process, what divides us can also unite us. The value of human connection has never been higher, but modern relationships take on a more flexible form, from the way people engage with their devices, to how they meet, love, see the doctor, and interact.
Currently, fulfilling the brand’s purpose is an issue of great value, since consumers or patients expect companies to solve society’s problems. Adapting to cultural trends is an opportunity for the brand, when done with authenticity.
Today, diversity can make all the difference in advertising and promotion. Talking or listening to different user profiles expands the opportunity to enter new markets that are made up of communities that you would never have thought existed.
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