2021 Culture + Trends report

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.

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