Think Global New York

We are excited to take part in Think Global, an exclusive conference hosted by Google for top-tier export leaders from APAC and EMEA, with a focus on the U.S. market. Attendees will not only gain deep insights to navigate the complexities of the U.S. trade environment and uncover the latest digital consumer trends – they will:

• Hear from keynotes and panels with leading U.S. brands and industry vertical experts who mastered their U.S. media.
• Gain perspective on the latest macro and trade trends, delivered by the likes of The Economist.
• Network with 150+ decision makers from market-leading APAC & EMEA brands.

Can't attend? Read highlights from Google's report - The Atlantic Leap: Winning export strategies to crack the U.S. in 2026 - with contributions from Ipsos' Phil Shaw offering insights into today's American consumer.  

The profound economic, political, and technological changes of the 2020s have prompted Americans to re-evaluate things that are core to them.

This is reflected in how Gen Z has reimagined the American Dream. Traditional markers of this, like “homeownership” and “financial security”, have become harder to obtain and, as a result, have fallen behind “personal freedom” and “success”. And that’s just one example of how people are channeling their ambition toward what they can control.

This is creating a new American reality that is redefining five key fundamentals:

• Generations: Archetypes are changing. This shift is reshaping who holds power (Gen X is the economic and family anchor for multiple generations), what adulthood means (Gen Z is delaying traditional milestones), and what’s attainable.
• Ethics and values: Values are being redefined as trust in traditional institutions, like media and government, is eroding. This is creating an opportunity for brands to fill the void, but requires a careful balance to show authentic alignment without overstepping.
• Belonging: People are finding their identity and community in local and cultural groups instead of a single national narrative. These aren’t niche market segments; they are primary markets.
• The human-AI equation: Americans have clearly defined the rules of engagement for AI. They want brands to use AI to make things faster and easier, but not at the expense of human connection. And 79% insist that companies disclose their use of AI.
• The “good life”: Being healthy is the #1 life goal for Americans, ranking above financial security.¹ And this extends to mental health too — with 87% of Americans believing it’s just as important as physical health.²

Understanding these fundamentals is the only way to build a growth strategy that forges a lasting connection with the new American consumer.