How brands can navigate the splintered societies they operate in

✅Decoding the “Splintered Societies” trend

According to the Ipsos Global Trend Report, our societies are increasingly impacted by growing anxieties surrounding political divide, wealth inequalities, and the increasingly fractious nature of public discourse.

✅ These divides are deepening

Large income and wealth disparities are widely recognised as detrimental to society, yet in many countries they have widened over the past decade. Social fragmentation is also impacting intimate relationships: Ipsos data shows that nearly 50% of people report strong differences within their own families.

✅ What it means for brands

The Splintered Societies trend presents both a challenge and an opportunity for brands. By understanding the underlying anxieties and taking proactive steps to address them, brands can build stronger relationships with consumers and contribute to a more unified future.

🔺🎉 Here is a great illustration:

Airbnb 's “Belong Anywhere” campaign was born out of a simple yet powerful idea: to make everyone feel like they belong, no matter where there are in the world, and regardless of their political views, cultural background, sexual orientation. This understanding of their audience's desires enabled Airbnb to create a message that resonated on a global scale.

🎯Want to delve deeper into this trend? Check out the Ipsos Global Trends microsite for more insights! link to microsite Ipsos Global Trends: 10-year anniversary | Ipsos