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Trends Subcategories Consumer Behavior

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  • Trend
    Theme
    Impact Areas
    Category
    Summary
    Report
  • Authenticity Resonates
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Brand Building
    • Consumer Trust
    • Content Marketing
    • Brands & Advertising
    • Consumer Attitudes
    • Digital Platforms

    Audiences are connecting with relatable, authentic content that showcases brand values, fostering trust and deeper engagement.

    HubSpot: 2024 social trends report
    Authenticity Resonates
    Audiences are connecting with relatable, authentic content that showcases brand values, fostering trust and deeper engagement.
    Impact Areas Brand Building, Consumer Trust, Content Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
  • Humor Outperforms Polish
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Brand Personality
    • Content Marketing
    • Social Media Engagement
    • Brands & Advertising
    • Consumer Attitudes
    • Digital Platforms

    Memes and funny posts are outperforming highly-produced, product-focused content, demonstrating the power of lighthearted engagement.

    HubSpot: 2024 social trends report
    Humor Outperforms Polish
    Memes and funny posts are outperforming highly-produced, product-focused content, demonstrating the power of lighthearted engagement.
    Impact Areas Brand Personality, Content Marketing, Social Media Engagement
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
  • Gen Z Gender Divide
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Branding
    • Marketing
    • Politics
    • Social Activism
    • Brands & Advertising
    • Consumer Attitudes
    • Culture

    Gen Z women are increasingly progressive, while Gen Z men show a trend towards more conservative views, creating a significant generational and gender gap.

    Ipsos: Almanac 2025
    Gen Z Gender Divide
    Gen Z women are increasingly progressive, while Gen Z men show a trend towards more conservative views, creating a significant generational and gender gap.
    Impact Areas Branding, Marketing, Politics, Social Activism
    Themes The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Culture
  • Contextual Branding
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Advertising
    • Branding
    • Consumer Behavior
    • Marketing
    • Brands & Advertising
    • Business & Commerce
    • Consumer Attitudes

    Brands must prioritize empathy, understand the context of their audience, and align with their values to achieve success in a fragmented world.

    Ipsos: Almanac 2025
    Contextual Branding
    Brands must prioritize empathy, understand the context of their audience, and align with their values to achieve success in a fragmented world.
    Impact Areas Advertising, Branding, Consumer Behavior, Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Business & Commerce, Consumer Attitudes
  • Fractured Globalization
    • Navigating Global Uncertainty
    • Brand strategy
    • Geopolitics
    • International Trade
    • Business & Commerce
    • Consumer Attitudes
    • Government & Politics

    Despite increasing interconnectedness, globalization is perceived as uneven, with winners and losers, leading to nationalistic tendencies.

    Ipsos: Global trends 10th anniversary...
    Fractured Globalization
    Despite increasing interconnectedness, globalization is perceived as uneven, with winners and losers, leading to nationalistic tendencies.
    Impact Areas Brand strategy, Geopolitics, International Trade
    Themes Navigating Global Uncertainty
    Categories Business & Commerce, Consumer Attitudes, Government & Politics
  • Solo Travel & MeMooners
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Hospitality
    • Tourism
    • Travel Agencies
    • Business & Commerce
    • Consumer Attitudes
    • Travel & Tourism

    Solo travel is gaining popularity, with travelers embracing independent experiences and personalized itineraries.

    Hilton: 2025 trends report fact...
    Solo Travel & MeMooners
    Solo travel is gaining popularity, with travelers embracing independent experiences and personalized itineraries.
    Impact Areas Hospitality, Tourism, Travel Agencies
    Themes Experiences Over Material Goods, The Power of Community and Connection, Values-Driven Consumption
    Categories Business & Commerce, Consumer Attitudes, Travel & Tourism
  • Hybrid Events Dominate
    • Experiences Over Material Goods
    • The Blurring of Physical and Digital Realities
    • The Power of Community and Connection
    • Community Engagement
    • Event management
    • Fundraising
    • Business & Commerce
    • Consumer Attitudes
    • Digital Platforms

    Hybrid events continue to be the preferred format, offering flexibility and broader reach.

    HubSpot: Nonprofit marketing and fundraising...
    Hybrid Events Dominate
    Hybrid events continue to be the preferred format, offering flexibility and broader reach.
    Impact Areas Community Engagement, Event management, Fundraising
    Themes Experiences Over Material Goods, The Blurring of Physical and Digital Realities, The Power of Community and Connection
    Categories Business & Commerce, Consumer Attitudes, Digital Platforms
  • User-Generated Content
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Community Engagement
    • Fundraising
    • Marketing
    • Brands & Advertising
    • Consumer Attitudes
    • Digital Platforms

    User-generated content (UGC) builds trust and engagement, offering authentic stories from supporters.

    HubSpot: Nonprofit marketing and fundraising...
    User-Generated Content
    User-generated content (UGC) builds trust and engagement, offering authentic stories from supporters.
    Impact Areas Community Engagement, Fundraising, Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
  • Personalized Campaigns
    • AI-Driven Transformation
    • Authenticity and Transparency Reign Supreme
    • Values-Driven Consumption
    • Donor engagement
    • Fundraising
    • Marketing
    • Brands & Advertising
    • Business & Commerce
    • Consumer Attitudes

    Segmentation and personalized campaigns are essential for boosting engagement and donor retention.

    HubSpot: Nonprofit marketing and fundraising...
    Personalized Campaigns
    Segmentation and personalized campaigns are essential for boosting engagement and donor retention.
    Impact Areas Donor engagement, Fundraising, Marketing
    Themes AI-Driven Transformation, Authenticity and Transparency Reign Supreme, Values-Driven Consumption
    Categories Brands & Advertising, Business & Commerce, Consumer Attitudes
  • Social Commerce Booms
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Consumer Behavior
    • E-commerce
    • Retail
    • Brands & Advertising
    • Business & Commerce
    • Consumer Attitudes

    Consumers are fully embracing social media shopping, driving significant growth in direct purchases within social platforms.

    HubSpot: 2024 social trends report
    Social Commerce Booms
    Consumers are fully embracing social media shopping, driving significant growth in direct purchases within social platforms.
    Impact Areas Consumer Behavior, E-commerce, Retail
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Business & Commerce, Consumer Attitudes
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