Trend: In the face of a world that feels threatening and overwhelming, people are focusing on one thing they can control – themselves. While this focus on individualism has been high over the past decade, this year personal autonomy is the most powerful value. But this is, by definition, a multifaceted trend. We see the draw of simplicity, social status and seeking new experiences all as ways of developing ourselves.

Tension: For some, self-development is about slowing the world down and avoiding the rush – yet for others it is about achievement and building social status. The balance of the strivers and the satisfied varies between and within nations.

Takeaway: As people focus on the things they can control in their lives, helping people express and project that sense of self and reinforce their own values sets up lots of opportunities for brands and policymakers alike.