Remember how the authenticity trend started in the 90s?  Farmers markets were starting to spring up in urban locations.  How things were made began to take on more importance to consumers.  Eventually, authenticity became a macro trend in marketing that has been around for over 20 years.

My friends at Ignite 360 looked at the data from their Navigating to a New Normal research (ongoing quant and qual research), and saw a new macro trend emerging: a focus on gratitude.  A clear majority of participants want to see change in their lives when the events of 2020 come to a close.  Appreciating what they have was most frequently cited by those seeking change.  They are looking for quality over quantity.  This macro trend is going to have an impact on how people spend their time and money. 

The new trend has immediate implications for how companies communicate with their customers and prospects and longer-term implications for the development of products, pricing, even business models.  Read more about the findings here.

Can I help you figure out how this trend impacts your customers and prospects?  Let’s discuss!  Shoot me an email: info at bureauwest.com.