The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreSep 2017
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This report is an update on how the Identity in flux trend, identified in Euromonitor’s Top 10 Global Consumer Trends for 2017, is progressing. It examines how the 2017 consumer is harder to characterise as identity is multidimensional and in flux, with aspects of our identity such as race, gender and national identity increasingly questioned and perceived as more elastic. This is something that brands need to address when planning their business and marketing strategies.
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A consumer in 2017 can play with and have multiple identities. They can be a blogger, a mother, a scientist, a migrant worker and a clubber. New York Times journalist Wesley Morris concurs: Our rigidly enforced gender and racial lines are finally breaking down… There’s a sense of fluidity and permissiveness.
Popular culture remains sensitive to perceived controversies in identity politics. Vogue Magazine apologised in July 2017 for its ‘gender-fluidity’ cover story entitled “Gigi Hadid and Zayn Malik are part of anew generation embracing gender fluidity” in which the high profile couple playfully talked about borrowing each other’s clothes. This apology was promoted by social media objections from readers criticizing the magazine’s decision not to feature actual people who identify as gender-fluid.
The issue of ‘cultural appropriation’ continues to simmer in 2017, with high profile individuals demonstrating a more elastic understanding of ethnicity and ‘choosing’ their identities, but some‘accused’ of unrightfully borrowing aspects of culture from others.
The world in 2017 continues to express aspects of a ‘post gender’ culture or sensibility which rejects rigid gender identity in diverse spheres that impact consumption directly, from workplace culture to holiday trends to parenting norms.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.