What defines the post-2020 consumer?
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 18,000 consumers in 18 markets, enables us to understand the strength of attitude and behavior of consumers in relation to each trend.
We explore these trends and the implications for brands in our 2021 Culture + Trends Report: Happiness Reset.