1. Meaningful connections to increasingly become a key priority.

According to Instagram's data, Gen Z is seeking more meaningful connections. Brands are entering an era of creative innovation and experimentation to ensure they can build up these relationships through memorable experiences and meaningful connections in real life and online.

2. People will expect deeper personalisation and customisation.

Today's consumers favour products and services tailored to their unique tastes, needs, and preferences. Due to advancements in technology & AI, consumers expect brands to shift how they interact with them individually rather than the mass marketing activity, creating a deeper, more personal connection.

3. Growing importance of evoking emotion through experiences.

People are turning to brands to create experiences that evoke feelings and emotions that help with personal transformation. Those brands who are creating spaces, services and activations that are purposeful will build a stronger community.

In our Briefing series, we have covered a similar trend, ‘Bringing joy and playfulness’, explaining why brands are bringing joy and play to better connect with their audiences. Read here

4. And the continued revitalisation of physical spaces and stores.

As retail becomes centred around convenience, curation, and community, physical presence becomes more and more valuable. Consumers are looking for a relevant dynamic destination which can only be found in physical spaces.