“The pandemic has accelerated the current epidemic of loneliness,” comments Mintel. “One of our studies revealed that, in the wake of the health crisis, consumers expressed a desire to be closer to family and friends.”
The general public is therefore looking for a community. 71% of Argentinians recognise that it is important for them to have the support of a community, and 41% of Americans recognise that their social circles best reflect who they are.

The desire to connect is evolving. Whether in a physical space or on social networks, brands have every interest in federating their community. “Companies will need to adopt a balanced approach to AI, ensuring that it promotes human expression in order to mitigate the risk of increased social isolation.”

A world in transition

Today, 45% of Canadians check a company’s values before buying one of its products.
“Consumers can no longer go about their daily lives without being aware of the global changes taking place, from extreme weather conditions to technological advances. Brands need to be fully aware of changing consumer sentiments, which oscillate between moral values and basic needs. Today’s consumers are looking for products that support and enhance their lives on a functional …