Here it is. The number one trend as defined by our survey. We’ve discussed the rise of Generation Z in previous trend reports, but in 2020, it was clear how this socially conscious generation (and the future Generation Alpha) had an impact on brands, politics, and society as a whole.
Companies will have to engage more with topics like mental health, inclusivity, and social justice, or face becoming irrelevant - and potentially, obsolete - in 2021.
With input from Rob Carney on identifying your brand’s ‘why’, and Dr Jillian Ney, discussing how social data will help brands perceive the consumer perception.