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Splintered Societies
As the global factures, so too do our communities and even our families. Tensions arise on divisive issues like immigration and policies that lead to inequality. Organisations have an opportunity to create spaces, experiences and narratives that bring people together rather than push them further apart
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Nouveau Nihilism
In a world that feels increasingly uncertain from geopolitically down to our personal finances, one silver lining people are finding is a more care-free, live-for-the-moment existence. Brands can emphasise how products and services can allow consumers to live in the moment while also providing benefits for tomorrow
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Escape to Individualism
As we try to control the things we can control, our self and how we show up in the world is one nexus we lean into. Increasingly that includes shaping our identity with material purchases. Consumers are drawn to organisations that help them make progress against personal goals, celebrate individual achievements and navigate an increasingly complex world.
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Technowonder
People have long felt the positive and the negative impacts of technology on our society. In prior years, it was balanced, but there are signs we’re starting to tip into higher degrees of concern as the pace of change intensifies. People aren’t rejecting tech entirely, but are asking who benefits, who controls it and how it will affect their own lives.
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The Power of Trust
Trust is even more part of the conversation in our age of AI. There is a pressing need to understand not only how to generate and protect trust, but also to map new consumption patterns of news, products and services.
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Conscientious Health
As we place equal importance on physical and mental health, we also are gaining understanding of how food, medicine, exercise and environmental factors play into a holistic view of “wellness.” One of the most powerful sources of optimism is the belief that tomorrow can be better than today. Services and innovations that help people prevent illness, recover faster or maintain wellbeing help create exactly that feeling.
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Climate convergence
For many people and organisations, climate change is no longer a future risk to prevent, but a present reality to navigate. Concern remains high, but has plateaued. Sustainability needs reframing as the language of sacrifice and responsibility is becoming less effective.
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Globalisation Fractures
The world order is shifting as new areas of conflict emerge and others flare up in new ways. That’s affecting how people view brands and products as well governments. The strongest organisations will combine global expertise with an authentic understanding of local markets, communities
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[Webinar] Augmented Creativity: Turn Cannes Lions inspiration into creative effectiveness
Don't miss this opportunity to bring the most important creative and effectiveness learnings from Cannes Lions directly into your 2027 planning and campaigns.
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Can synthetic consumers help brands make better decisions?
How Barilla Combined Human and Synthetic Data to Make Faster, Smarter Recipe Decisions