Me, Myself and Us

Key Takeaway:

In 2024, as technology continues to advance, so is the balance between embracing innovation and preserving core human qualities such as empathy and creativity. Amidst this rapid tech evolution, there's a significant shift towards localism and authentic personal connections, highlighting the importance of integrating individual and collective experiences to enhance real-world interactions and community engagement.

Trend Type: Social & Business

Sub-trends: Being Human, Too Much Tech, Local Humanity, Communities, Me, Myself and Us

May, 2024 • Less than 4 min read

In a world where technology is advancing at an unprecedented pace, people are increasingly seeking out uniquely human elements to strike a balance between progress and preservation. The Accenture Life Trends survey found that 38% of people globally believe it’s more crucial than ever to apply critical thinking when choosing technologies. As AI-powered technologies seem to be on track to outpace human output, consumers are beginning to appreciate what makes humans unique—emotions, empathy, creative ideas, and the desire to connect with fellow human beings.
Local & Cozy
In response to an overwhelming world and a cost of living crisis, people are engaging with all things local and homegrown. A Horizon Media survey revealed that 62% of young US adults would be motivated to buy a product or service if it helps them achieve a sense of community belonging. This sentiment is evident in China, where young consumers are favoring homegrown fashion and beauty brands. The desire for a more rooted sense of place is also being reinforced in digital worlds, with the emergence of the ‘cozy web’—private, intimate digital spaces where people are retreating to.
Mintel Consumer Trends 2023
Communities
The growing number of online communities presents an opportunity for brands to foster deeper consumer relationships. Brands like Letterboxd, a platform for movie fans to discuss and rank their favorite releases, are thriving by considering their members in their business decisions. Reddit, a hub for niche communities, has seen a 38% jump in premium subscribers in a single year, indicating the increasing value individuals place on online communities. Marketers recognize this trend, with 63% agreeing that brands will lean into fostering consumer-to-consumer relationships via communities in 2024.
My Digital Identity
As individuals navigate their relationships with families, generations, and communities, the rise of AI is prompting them to explore their own identity (more on this on the “Digital Life” trend). For Gen Z, dressing their avatars allows them to express their individuality (47%), feel good about themselves (43%), and feel more connected to peers in both digital and physical worlds. 70% say they get physical style inspiration from dressing their avatars. The digital doppelganger emerges as a proxy that can engage in the world on one’s behalf.
In this era of rapid technological advancement, people are swinging between attending to their own needs and the needs of the collectives they find themselves a part of—their extended families, workplaces, or communities. What emerges is a radical shake-up of our understanding of the individual and the shared experience. Collectivity and individualism become not binary options but two states we can inhabit simultaneously. In Western cultures, traditionally more individualist, there is a desire for more collective existences, while in cultures that have traditionally been more collective, individuals are exploring individuality within the collective.

Use Cases

Corona's Native Sportscasters

Local Humanity: Corona’s Native Sportscasters campaign earned the beer brand plaudits for its inclusive football match coverage inviting Mexicans to broadcast football matches in their native language. While many programs are broadcast in Spanish, there are as many as 68 native languages within the country.

Japan's Shared Bookshop Movement

Me, Myself and Us: In Japan, the ‘shared bookstore’ movement invites individuals to curate their own bookshelves in stores which others can then purchase from, for example, bringing the concept of social commerce into the physical space.

Use Cases

Corona's Native Sportscasters

Local Humanity:

Japan's Shared Bookshop Movement

Me, Myself and Us:

Sub-Trend Sources
Being Human: Mintel Consumer Trends
Too Much Tech: Accenture Life Trends, Kantar's Media Trends
Local Humanity: CARAT - Media Trends
Communities: Brandwatch Digital Marketing Trends
Me, Myself and Us: CARAT - Media Trends

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