Rethinking Value – how value is expressed in the current climate.

In a time when our behaviours in culture and on social media are changing significantly, Rethinking Value examines people’s attitudes to value – how it’s expressed and what has changed in the current climate.

Together with “we are social”, we’ve found that digital life hacks have entered a new era. Shopping at budget stores has become a badge of honour, showcased via TikTok challenges. Collector culture has suddenly become more accessible, with inexpensive spoils shared on social platforms. Creator behavior is also changing. Influencers are flexing what they know rather than what they have. From the ‘deinfluencing’ trend to the re-emergence of ‘how to’ videos, creators are trying to help consumers with the small things that will improve their day-to-day lives.

The report features exclusive data from a survey of 2,000 UK and US social media users discovering that 45% of all adults and 62% of Gen Z actively look for more money-saving content on social media since the cost of living crisis hit.