Top Trends Pulse Check [REPORT]

In today’s dynamic marketplace, cultural alignment is a powerful driver of brand success. With 63% of people more likely to buy a product if the brand is part of cultural trends they care about — and companies that are believed to be culturally relevant being twice as likely to have loyal customers — it’s clear that cultural relevance is not just a preference but a priority.*

This year will be pivotal. Our divided nation faces a new presidential election as swirling chaos raises the volume of consequential problems and extremism, driving the need for greater comfort and control. People are turning to technology and personal expression with a curious, even playful resolve to address their concerns.

We’ve audited our library of 63 trends to spotlight six that are evolving most significantly. Some emerged during the pandemic, driven by the necessity for safety and public health, and have since become ingrained in daily life. Others are long-standing trends influenced by new generations and advancing technologies.

The Trends:

• “Untact”: Initially taking shape after the pandemic catapulted the global adoption of contactless payment, delivery, and communication solutions, “Untact” is evolving from a pandemic need to an everyday desire.
• Rescue Tech: Since 2022, Rescue Tech has cataloged technology’s pivotal role in addressing society’s most critical issues, like the rapid deployment of COVID-19 vaccines. Now, optimism about technology’s potential is growing as tech advancements are empowering experts across fields like healthcare.
• Extreme Expressions: What began as a shift toward increasingly niche and wacky social content has broken through to real-world experiences as people and brands use unhinged behavior as a way to stand out.
• Financial Frontiers: The economic uncertainty of 2023 propelled younger generations to explore new spending strategies like Buy-Now-Pay-Later and alternative wealth-building methods like crypto — and now, alternative wealth-building is quickly evolving as much of it gains mainstream legitimacy.

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