Human behavior is a complex interplay between actions, cognition and emotions. In this bookzine, we showcase how to choose the right blend of ‘think’, ‘feel’, ‘do’ and ‘make’ research activities for the right business challenge.
2021 Culture + Trends report
2020 has been eventful to say the least, but amidst the crises we’ve witnessed, there is a silver lining. Confronted with a global pandemic we collectively opened our doors to new attitudes, behaviors and values, changing how we seek and attain happiness, a happiness reset you could say. Happiness has always been the holy grail of human life, yet the events of the last year have caused a shift in how we achieve it and will try to do so in the future.
As experts in human behavior, we are often asked: what is next?
To answer this, we use a unique methodology, combining a macro analysis and qualitative exploration with our leading-edge consumer network, to identify 14 trends that have shaped the post-2020 consumer. A final stage of quantification by 15,000 consumers in 16 markets, enables us to understand the strength of attitude and behavior of consumers in relation to each trend (via a field partnership with Dynata).
We explore these trends and the implications for brands in our 2021 Culture + Trends Report: Happiness Reset.Request your download
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