We have identified 4 macro trends influencing what people think and feel and how they behave. These were born out of our Covid Tracker, which launched the week before the UK first went into lock down and which we have continued to monitor.
These macro trends are:
Economy:
Our concerns about the economy, household finances, household spending, retail behaviour, working and employment patterns.
Connectivity:
The shifts in behaviours as to how we connect with technology, media, people and our passions through the increasing digitisation of our lives.
Responsibility:
People's expectations of government, businesses, brands, advertisers and the media on the important issues of ethics, privacy, sustainability and climate change.
Humanity:
The importance of social issues such as diversity, racism, mental health, equal opportunities, LGBTQ+ and others within our society.
Cost of Living
Havas Media Group’s Insights team commissioned a study that aimed to measure the impact of the cost-of-living crisis on British citizens and to better understand their opinions on the subject. It revealed that brands must offer tangible, meaningful solutions to the cost-of-living crisis in their marketing.
Using the Meaningful Brands framework, the study explored the cost-of-living’s impact on the relationship between people and brands across three core pillars: functional benefits (does the product or service deliver?), personal benefits (how brands improve people’s lives) and collective benefits (what’s their role in society?).
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Cost of Living Research, Wave 3 (January 2023)
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Cost of Living Research, Wave 2 (August 2022)
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Cost of Living Research, Wave 1 (March 2022)
Behaviour Reports
Covid-19 Behaviour Reports
In the week before the UK’s first national lockdown in March 2020, we designed bespoke quantitative research to understand the impact of Covid-19 across a range of behaviours among UK citizens. Exploring media consumption, work and socialising behaviour, shopping behaviours and emotions to name but a few. We have been monitoring these behaviours ever since.
Beyond The Hype
Beyond The Hype
Beyond the Hype uses our Covid-19 Tracker and other bespoke Havas research, backed by economic data, and explores the themes that have emerged over the past 18 months and discuss implications for the future.
