Get comfortable with contradictions.
People want joy and seriousness; realness and escapism; progress and familiarity. Brands that can flex between these polarities without losing their centre will win.
Cost-of-living concerns remain front and centre – and they’re not going anywhere.
If your product or message doesn't acknowledge that reality – whether through value, tone, or usefulness – you risk becoming irrelevant.
Health and wellbeing are more of a priority than ever.
From mental health to self-care, people are prioritising feeling better, and they expect brands to engage with and support them in tangible ways.
People want brands to be humble – but also to stand out and entertain them.
Humility doesn't equal boring. Audiences want brands to be grounded, but they also want them to inspire, to stand for something, and to stand out. So, keep it real – and don't forget to entertain.
