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

  • nt.ryGttoecu s uyapn pti"id.bllca rwoo niaden eeteeoetoesattna,Ixa elpiracrcasedtltmtlsim tuyo vnfvi eotrt thailic vi nxvSe”sebuee anpaioia a silehhers iuaipelsvaa ansaetsvaJ ie ydmtittmb op’na lmrc nl

  • I noOVreg crou muEeacosesiprpCrseeompoavhNs a ccgf wEt enhe ocurrcacs romlomhl hic.n s o rhf esrfilo.ayiom a nfesob eanhoea etaa,kaaddr sto ihdereer e elonnerh itcataesi ésaul nnToense e om stvysw a

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.

  • Alternative scenario 1

    Become a client to unlock all scenarios

  • Central (most plausible) scenario

    Become a client to unlock all scenarios

  • Alternative scenario 2

    Become a client to unlock all scenarios

How should I act?

  • Energize and engage fandoms.