BELONGING

What does it mean to
BELONG?

How is this manifesting now?

In a world where social media algorithms reward uniqueness, and where freedom of expression is a closely guarded right, consumers aspire to stand apart from the crowd. On the other hand, amid a global loneliness epidemic, the importance of empathy and meaningful connections is increasingly apparent. The rise of fandoms and wide-reaching social phenomena such as #barbiecore reveal the enduring demand for communal touchpoints.

Trends in conflict

Compare item

Social Wellness

Consumers recognize the importance of empathy and togetherness in an interconnected yet often polarized world.

VS
VS
Compare item

Unapologetically Me

Consumers strive to stand out, and they’re embracing individuality in defiance of perfection and sameness.

Consumer data

Case studies

  • Download the report preview to unlock content

  • ntavllet.baaxncnitlesalepcae in pur,niolvvtu seatnamuyctlrhpe tnyserodyauStioamtm iasad r of tcbotialevaitypvinsa ex mJ nadust e Ia tarlrwei" oessriiebet’c o”s p ptisalheoea tidnm the itciloe.ae Ge in v

  • sir fochhaurp taasoTlicipua o hanaln rrsti e.yamh ovhs wle trpescscvoso lseren o a we oesooerN eef ec gehnEr eb mfaOrttce.oreaaoann ds ae y oVeeaIi chr omincdsuémern CrfEcnlahu s eesmosgioon,dk team

What does the future hold?

We considered a range of weak signals and critical uncertainties to map out 3 potential future scenarios for the reckoning with belonging.

How should I act?

  • Energize and engage fandoms.