"Nearly half of 15,639 adults from 16 countries surveyed by VML's research practice Sonar put the high cost of living in the top five problems facing society, while 86% said they find that people are more divided and unwilling to listen to one another. Nearly two-thirds say they sometimes struggle to find meaning in the day-to-day. But consumers are choosing to feel optimistic."
"People are saturated with negative news and experiences, and they are looking for enlightenment and joy, seeking transformative experiences-maybe through travel, but also closer to home through self-care. But they're also looking for human connections-maybe through places that allow social interaction, but also through customer service and experiences. "This is a year for building resilience-not just to endure, but also to create space for imagining what comes next," the report says."
Consumers feel a mix of acknowledged darkness and determined optimism, described as "dysoptimistic." Surveyed adults cite the high cost of living, rising social division and struggles to find daily meaning, yet many still feel regularly hopeful and rate life around 7.2 out of 10 now and in the future. Brands are advised to offer strength, malleability and rewards while creating opportunities for joy, self-care and human connection through experiences and customer service. Building resilience fosters lasting customer loyalty. Technology, especially AI, is reshaping marketing but requires careful, considered implementation.
Read at Forbes
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