ATTENTION
REBELLION
BAROMETER

We live in an era of ‘Attention Rebellion’ and with content saturation never higher, brands need to come up with ever smarter and more creative ways to reach consumers. Which is why we’ve created the Attention Trends Forecast, a showcase of the ten hottest trends driving consumer conversation, attitudes and behaviour in 2021

The trend

Things got weird during lockdown. From developing trust issues with cake (or is it not cake?), to dancing alpacas on TikTok, we embraced the wacky in pursuit of lockdown light relief. Now our appreciation of the absurd is here to stay

What it means for brands

A weird world needs unconventional marketing. Consider unexpected collaborations and channels in your marketing mix. Break from the norm, grab attention and deliver surprise

The trend

We’re in a sex slump. Couples forced to spend all day together have seen their libidos drop. Singletons aren’t able to go on dates. But sex could be the new wellness for a nation desperate to re-ignite the senses as we move out of lockdown

What it means for brands

Brands need to inject sensuality to reignite the nation’s libido. Silence your inner prude, brands can be pro-sex too – the birds and bees aren’t the sole preserve of the WWF any more

The trend

In a year like no other, we’ve turned to humour to see us through…but our humour has got darker. Though there were inevitably periods of more sombre reflection, pallbearers dancing to minimal techno was the third most popular meme on Twitter in 2020…

What it means for brands

Now more than ever brands need to make an emotional connection with their consumers. Humour – especially dark humour – comes with risk attached, but get it right and the rewards are high

Now more than ever brands need to make an emotional connection with their consumers. Humour – especially dark humour – comes with risk attached, but get it right and the rewards are high.
outlaw culture

The trend

Lockdown created rebels. We went to the shops twice in a day, we may have ‘bumped into’ our friends in the park, we went on 90 minute walks when only one hour was allowed. Lockdown revealed that there’s a little bit of rock ‘n’ roll in all of us

What it means for brands

Brands don’t always have to play by the long-established category rules. Surprise your audience with a taste of danger – tap into the controversial, rebel against category expectations and spark that outlaw spirit in your audience

mutch taboo avout nithin

The trend

Sharing the ‘ugly truth’ is now encouraged. We’re not shying away from awkward conversations anymore, and no topic is too taboo to be discussed. From beauty brands embracing body hair, to businesses expressing political preferences, nothing is off the table these days

What it means for brands

Brands need to challenge their audience with uncomfortable aesthetics, awkward conversations and provocative points of view. Your consumer is ready – and willing – to engage

The trend

Lockdown saw a surge in buying local and it’s here to stay…driven by people who are spending to save jobs. These Samaritan Spenders are buying products they don’t really need, products they haven’t used before and even products they don’t particularly like (!) because they want to ‘do their bit’ to keep local businesses afloat

What it means for brands

Brands need to be generous with how they use their influence and resources. Shine a spotlight on the local businesses who need support and highlight the personal stories. In doing so, you’ll earn the attention, respect and affection of your audiences

Brands need to be generous with how they use their infliuence and resources. Shine a spotlight on the local businesses who need support and highlight the personal stories. In doing so, you’ll earn the attention, respect and affection of your audiences.

The trend

Lockdown has seen a period of social re-evaluation. When normality returns we’re going to be more discerning, both in terms of the activities we do and the people we do them with. Gone are the fads and the outer-circle, we’ll be focusing on our true passions with our best mates

What it means for brands

The art of capturing consumer attention has never been more important. As people grow more discerning in how they use their precious time, brands need to create experiences that are impossible to ignore

The trend

When clubs and nightlife return, expect the crowd to be less Club 18-30, more Club 30-40. Previously considering themselves too old, millennials have spent the lockdown reconnecting with the music of their youth and now they want to reconnect with the real thing

Brands need to help their audience embrace their youth again. Age ain’t nothing but a number when it comes to brand experiences and any age-related stigma needs to be left at the (nightclub) door.

What it means for brands

Brands need to help their audience embrace their youth again. Age ain’t nothing but a number when it comes to brand experiences and any age-related stigma needs to be left at the (nightclub) door

The trend

During lockdown many people grew to love their own company. And despite predictions of a mass rush to meet up with friends & family again, most of those people aren’t willing to give up their solo pursuits anytime soon

What it means for brands

Brands need to reflect the fact that me-time represents the best time for many people, even as the world re-opens. Curate interesting experiences for the individual and help people continue their solo love affairs

The trend

Driven by a desire for meaning, or maybe by the fact there was nothing else to do, interest in mysticism grew massively during lockdown. And our interest in the occult is holding strong in 2021 – the likes of horoscopes, tarot cards and even ghosts are more popular now than in the 1970s

What it means for brands

Brands shouldn’t be afraid to embrace the mystical, the supernatural and the occult. Bringing fringe interests to a wider audience is a great way to earn attention, stoke emotion and increase engagement with your target consumers