New consumer research from InSites Consulting has identified the drivers and trends that matter most to people for a more meaningful future. Unsurprisingly, purpose-driven products and services top the list of priorities.

The report surveyed 15,000 consumers in 17 markets across the globe and discovered a collective desire to reimagine and reinvent the world as a more positive place. The report heralds a call for brands to help create a future that matters for people and the planet.

Lily Charnock, Director at Space Doctors (part of InSites Consulting), who led the study, said the aim of the study was to move beyond a standard trend report.

“[We wanted to] speak to our collective imaginations and societal imperatives, while being grounded in what people need.

“The next step is, of course, applying this to drive action. Behind the report, we have rich and diverse data that we can’t wait to explore for specific client challenges, categories and cultural contexts.”

Purposeful products and services

The top trend across the globe is ‘Adaptable Essentials’ – reflecting a desire for more purposeful, affordable products and services in a future facing resource constraints. As well as being a global trend, this was the highest concern of Australian consumers surveyed

‘Life Rewilded’ – a trend that focuses on bringing nature and wildness into our daily experience – ranks second globally for guiding everyday behaviour.

Charnock said many people are acting upon this trend already in their lives. It is an expanding trend in Asia, with Australia scoring highest within the region based on importance (attitude) and third highest on behaviour (behind Taiwan and the Philippines).

Wellbeing promoted

The study found that the cultural conversation around health and wellbeing continues to be front of mind with many consumers. The trends ‘Interconnected Wellbeing’ and ‘Social Health’ ranked second and third, respectively, in terms of importance in Australia. When it comes to how these trends impact behaviour, however, they rank joint 10^th in Australia, meaning many Aussies are failing to practice what they preach.

Globally, ‘I think we should be thankful for what we have now, instead of what we have lost’ was the most agreed-with statement in the study – reflecting a focus on preserving and growing moving forward, rather than getting lost in crises.

Niels Schillewaert, co-founder and Head of Solutions at InSites Consulting suggests the report highlights that brands have an opportunity to put purpose front and centre in their brand awareness campaigns.

“The trends we’ve identified should inspire brands to put people – and what matters to them – at the heart of product and service innovation for 2023 and beyond. We hope to inspire brands to explore what their role as a change-maker could be.”

You can download the full What Matters Report 2023: A Migration of Meaning, here.

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