Global Consumer Trends in 2021

Global Consumer Trends in 2021

As experts in what consumers want and why this is uniquely suited to predict the future of consumer behavior and what that means for brands.

Our new 2021 forecasts are embedded within 7 Trend Drivers: Wellbeing, Rights, Value, Identity, Experiences, Surroundings, and Technology. They also take into account the changes that have been accelerated by the COVID-19 pandemic — the subtle yet profound shifts in consumer thinking and responses from brands — and attempt to encapsulate the better future that consumers, globally, aspire to, and toward which brands can build their own strategic visions.

This years’ consumer trend analysis, insights, and recommendations are centered around the ‘now’ (the next 12 months), the ‘next’ (18 months+), and the ‘future’ (five+ years) of consumer behavior:

Health Undefined

An awareness of wellbeing is at the forefront of consumers’ minds, but a playbook doesn’t exist. Brands have a responsibility and opportunity to set new rules.

Collective Empowerment

Consumers around the world are making their voices heard loud and clear in the push for equity, agency, and rights.

Priority Shift

Consumers are seeking a return to the essentials, with a focus on flexible possessions and a reframing of what ownership actually means.

Coming Together

Consumers are coming together in like-minded communities in order to connect with and support each other, driven by the impact of the global pandemic.

Virtual Lives

Physical separation due to the pandemic increased need for escapism, and improved technology is driving consumers towards digital experiences.

Sustainable Spaces

COVID-19 has subtly but significantly shifted consumer awareness of our relationship with the spaces in which we live, accelerating demand for sustainability.

Digital Dilemmas

While there are many benefits to a more digitally connected life, concerns about its negative impacts are putting consumers in a predicament.

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