Sustained, highly emotional experiences almost always affect people’s values in a significant way.
So what’s happening now? “Ambient trust” is eroding—this is the sense that we live in a society where governments and institutions are competent and dependable, making trustworthiness increasingly important.
But other values appear to be rising in importance too …
Recent trends and early data suggest new societal norms and parameters taking hold. These aren’t all new values. But things that all marketers will need to be attuned to:
VALUE-FOR-THE-MONEY will be top-of-list for many in coming months
HEALTH AND PERSONAL SAFETY will remain exceptionally salient
NEW DATA PRIVACY NORMS?? Relevant trends will accelerate, settling to a new norm
NEW DIVERSITY NORMS?? As events unfold, a new value standard may emerge
MORE MUTED FUN + ADVENTURE?? They will likely remain close to home (or the imagination)
NEW KIND OF LUXURY?? Luxury may well take on a new face (e.g., as space becomes more important than time)—related concepts like comfort and convenience may also change
Insights for Marketers
Within the edges, there are three highly intertwined macro-clusters of values that we see rising up in coming months, supported by early survey data and behavioral patterns. These are things to start to consider vis-à-vis long-term strategy:
If you have any questions or would like to discuss any of the topics further, feel free to reach out to Hillary Haley, Ph.D. at firstname.lastname@example.org.