Authenticity & connection
A yearning for real, meaningful relationships and a strong sense of identity. Authenticity is central to how people want to engage with the world and each other.
Explore three consumers trends that demonstrate this shift...
While we are more connected than ever, many feel an increasing sense of disconnection. In a sea of surface-level interactions, people increasingly crave relationships where they feel truly seen, heard and understood.
As travel and technology make the world more interconnected, a desire to preserve and celebrate local roots is emerging. This renewed appreciation for heritage reflects a balance between exploring the globe and staying anchored to one’s origins.
The concept of family is shifting beyond biological connections and traditional roles. People are increasingly prioritising bonds that affirm and nurture, embracing the idea that family is defined not by blood but by commitment and understanding.