Global Trends 2020

Authenticity is King

Spend, spend, spend − trouble on the financial horizon

Faced with uncertainity about the future, hedonistic ‘you only live once’ lifestyles are growing in appeal. People

Everyone and no one: the question of environmental responsibility

The interplay between the measures needed to address the climate emergency and our personal values and actions – or lack of them – makes the implications

The data paradox: authenticity will prevail

Ransomware attacks, data breaches and data misuse scandals are becoming progressively commonplace. Naturally, consumers are increasingly anxious about their privacy. At the same time business is shifting

Climate change, food and sustainable behaviours

Climate change is putting pressure on brands to appear sustainable, but also creating massive opportunities for them.

Act like a shopkeeper, not a stalker

Today, data anxiety and online shopping co-exist slightly uncomfortably. Should this be of concern to retailers? If people are concerned about data sharing but still shopping online, can their concerns about privacy be

Good for me and good for we

Consumers today recognise that we all have a role to play in creating a world we want to live in – brands cannot afford to ignore the implications of the discerning consumption value. In the 2020s more than ever,

Starting the electric car journey

As electric car ownership grows, manufacturers must not fall into the trap of applying the old rules to this nascent category. Electric car ownership will have its own shape and identity. Now is the

Wider vice, narrowing trust … where next?

One of the marked trends alongside globalisation has been the march of national regulation. Consumers have long accepted regulation in industries such as alcohol, tobacco and gambling, but they are fast becoming

Contradictory consumers: be careful what you promise

Consumers are fantastically contradictory creatures. Just look at the way they inform their purchase decisions. Two-thirds will try a product or service if it gets lots of good reviews, but almost as many (63%) worry that most online reviews