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Global media trends: GlobalWebIndex research
The importance of work-life balance has become so acute for the first time since the pandemic. This is confirmed by a survey by GlobalWebIndex (GWI), in which 53% of those surveyed put financial savings at the top of the list, 47% said it was important to take care of loved ones, and 39% said it was important to take care of themselves. The number of people who want to change jobs has grown, and the motivation in this case is not dissatisfaction with the current situation, but a desire to change something, to try something different. Now it is not enough just stability in the professional and personal sense, the active population seeks new experiences. Global media trends are not immune to these changes in the minds of consumers, and they are ready to provide new ideas.
GWI analytics suggests that people are working less overtime or staying late in the office. Global brands have picked up on this desire for comfort and self-care pretty quickly. Many companies released new lines of cosmetics, and, as statistics show, the demand for both skincare products and decorative cosmetics has increased significantly since the pandemic. And if before, every month, 23% of respondents bought decorative cosmetics, and skincare products – 18%, but now the categories are equal. Over the past three years, the trend for men’s cosmetics has become global, every third man surveyed uses products for self-care, thanks to which they noted greater confidence. The desire to take care of themselves and do it with natural products is growing worldwide, and brands are trying to provide consumers with the necessary novelties.
During the 2020 lockdown, media consumption reached record highs, and services began to fight fiercely for people’s attention. In 2021, demand for video content began to wane, and 34% of consumers consider subscription prices to be unreasonably high. In the U.S., interest in TV declined by 2% over the year, which is low on the one hand, but it is indicative of a trend. Americans want to reduce anxiety after watching the news, and give themselves up to video games, the popularity of which has increased by 12%. Demand for podcasts and music services is increasing – 50% of those surveyed listen to audio content at home, 37% listen while exercising, 35% in the car, and 26% on public transportation.
The trend toward self-care is increasingly at odds with the values being broadcast on social media, such as Instagram. The younger generation of zoomers is moving smoothly away from the perfect picture, with respondents noting that they are less dependent on the opinions of others than they were a few years ago. 45% of respondents note the pressure to follow accepted norms, and 39% of respondents note trust in people who are open about their problems and imperfections.