3 K SOCIAL DISCONNECTION UNCERTAIN FUTURES O O B F OUR TRENDS DRIVING Y A The proliferation of social media and Driven by technological, political and PL CE technology has led the world to feel environmental unknowns, consumers N THE NEED FOR TOTAL E I fragmented and disconnected. Consumers are feeling complex emotions around PER X worry that AI will lead to the loss of human what the future holds. Here, brands E D BRAND EXPERIENCE N A interaction and are placing more value on can provide stability, reassurance and R B E interpersonal relationships than ever before. familiarity with their products, services H T Against this backdrop, brands can help and actionable advice. Brands across sectors are turning to total brand experience in response people find connection. to four cultural shifts. LOSS OF IDENTITY RECOGNITION THAT HEALTH With society in flux, there’s a growing focus IS WEALTH on introspection and self-exploration among The past few years have left consumers consumers; knowing what we individually more preoccupied with their physical and stand for and what’s important to us has mental health than ever. Strained healthcare become ever-more important. Consumers systems have left consumers searching for are favouring brands that reflect their holistic approaches to their well-being, while identity and values, with 80% saying they the over-commercialisation of health and “make an effort” to buy from companies wellness (or ‘wellness-washing’) has come that support causes important to them under fire from more sceptical audiences. (source: Kantar). In response, brands In the health and wellness category, brands must remain authentic and be prepared must help consumers play a more active to balance increasing demands from role in their own health and do so in a way consumers and wider society – something that feels empowering and accessible. our Citizen Brands study also supports.