Community & Identity

MACRO TREND

What’s Happening

People are rethinking their communities, households and identities. Traditional markers of progression – such as buying a house or getting married – are being put on hold. These were already in decline before the pandemic, but COVID-19 accelerated this shift as people held off on marriages, divorces and having children. People are taking more control of their identities rather than adhering to stereotypes or expectations. 

The pandemic emphasised the importance of communities, with experts shedding a light on the importance of collective action and the shortcomings of individualistic cultures and societies. This thinking has seeped into consumer preferences, with research showing a surge in ‘localism’ around the world. From unequal vaccine distribution to a desire to buy local products, people are placing more importance on protecting their communities.

Despite a rise in nationalism and protectionism, many young people remain interested in exploring and learning about new cultures, and digital innovations are allowing them to cross borders to engage with others virtually.

MICRO TRENDS

Local Lovers

People are investing in their local communities

The idea of a unified and collaborative world seems to slowly be slipping away. The pandemic has fragmented some international relationships and destabilised global institutions and organisations. In their place, localism is gaining ground, and people are increasingly looking to support their national and hyper-local communities – including brands. 

Digital Relations

People are seeking connections through virtual means

Loneliness was rising before the pandemic, with some even considering it an epidemic in its own right. The social isolation that came with lockdown measures heightened these feelings – 41% of people globally reported becoming lonelier over the six months leading up to March 2021. 

With restrictions on physical meet-ups lasting throughout most of 2020, many social interactions shifted to the digital landscape. From online food groups to mental health forums, people sought virtual connections that gave them a sense of belonging. As people continue to grow accustomed to digital gatherings and relations, brands are finding opportunities to harness new avenues and channels to reach consumers in innovative and meaningful ways.

Promoting Unity

People want brands to help bring communities together

The polarisation of political views has created a wedge between those on opposing sides, resulting in a lack of openness and collaboration. From a contentious presidential election and rising scepticism towards vaccinations to conspiracy theories around everything from COVID-19 to the US postal service, people’s opinions are divided. Against this backdrop, people expect brands to take a stand – 97% of consumers globally believe international cooperation is important for addressing global challenges.

Ark of Taste: Saving near extinct foods

Ark of Taste is an online catalogue of over 5,500 foods from over 150 different countries, which educates people on why culinary heritage is important. People can alert the platform when they see ingredients from their communities at risk of extinction, so it can build new connections between small producers, consumers and policymakers in the hope of saving these foods.

Twinings: Shaking up tea-drinking culture

Tea brand Twinings is cracking tea-drinking stereotypes and conventions by targeting a younger and more diverse audience with its campaign ‘Alive in Every Drop’. The campaign speaks to the younger generation’s demand for inclusivity and focus on well-being, showing a man dancing before pouring his morning tea, a young woman having a moment of serenity with a flask by the beach and musician MC Nino performing live with a cuppa nearby.