In an era where economic uncertainty and shifting life expectations are driving a ‘live for today’ mindset, marketers must adapt to remain relevant. That’s the key takeaway from the latest report from Effie US a Ipsos US, ‘Navigating Nouveau Nihilism: How Brands Can Thrive in the YOLO Economy.’ The report, the latest US Dynamic Effectiveness series, explores how changing consumer behaviors, rooted in the growing prioritization of present enjoyment over future planning, are reshaping the landscape of effective brand communication.
Learn about how this trend – a complex backlash against the pressures of our social media-obsessed, politically polarized, and economically unequal world – is a sentiment that has grown globally. In the United States, agreement with the statement that “The important thing is to enjoy life today, tomorrow will take care of itself” jumped from 52% in 2013 to 64% in 2024. Gen Z (69%) and Millennials (65%) are at the forefront of this generational shift.
Building on these findings, Effie and Ipsos conducted new research to understand how this mindset is influencing consumer expectations of brands, and how marketers can respond effectively.
Key takeaways show that consumers want brands to:
- Build financial confidence by offering reassurance (46%), practical solutions for today (44%), and a hopeful vision for the future (43%).
- Foster optimism through meaningful present-day experiences (38%), small joys (35%), and indulgences that make everyday life feel worthwhile (33%).
- Support a judgment-free life by acknowledging uncertainty (41%) and using humor (40%) to ease the gap between expectations and reality.
The report provides guidance for brands adapting to shifting priorities, while showcasing successful examples from Effie-winning campaigns that have effectively struck a balance between immediate gratification and long-term stability.