In today’s rapidly evolving landscape, cultural relevance is no longer optional — it’s critical for brands to survive and thrive. Cultural trends have deeply permeated society, significantly influencing decision-making as individuals make choices based on their values, while social media amplifies these cultural shifts in real time.

64% are more likely to consider a brand that is part of the cultural trends they care about.*

This report introduces eight new trends that highlight key cultural shifts that will define consumer behavior in the year ahead and beyond. These trends touch on critical shifts in key areas: AI and immersive technology are reshaping how we interact and experience the world, mental health awareness is driving emotional resilience, and data and narratives are becoming more flexible as truth bends based on context. Additionally, the disruption of traditional storytelling is being influenced by randomness and decentralization, offering new ways to shape and engage with stories.

For brands, aligning with these movements will be crucial to staying relevant, fostering emotional connections, and driving innovation in the year ahead. By examining these evolving trends filtered through our new Culture Q℠ tool, which quantifies key cultural movements, we aim to provide brands with fresh, relevance-building ideas to navigate this ever-changing landscape.

For the full report, click ‘Download PDF’ below.

*Source: Finger-on-the Pulse. N=2300 Aged 18-74, fielded 5/2/2024 – 5/16/2024