The WARC Podcast Nouveau nihilism emerges among wary consumers
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May 6, 2025 Join Traci Alford, Global CEO at Effie Worldwide, and Shaun Dix, Global Service Line Leader at Ipsos, as they delve into the fascinating rise of 'nouveau nihilism' among consumers facing economic uncertainty. They discuss the importance of honesty and empathy in marketing, spotlight innovative campaigns like Deutsche Telekom's online safety initiative, and stress the need for brands to maintain long-term identity while adapting to shifting consumer sentiments. Their insights provide valuable strategies for connecting with today's wary shoppers.
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YOLO Economy Widespread Among Consumers
- Nouveau nihilism reflects a "YOLO economy" with consumers focusing on living for today amid global uncertainty.
- This attitude is widespread across countries and age groups, not just a generational issue.
Consumers Seek Meaning and Connection
- Consumers seek meaning and connection on their own terms, craving honesty, humanity, and helpfulness from brands.
- People want to feel understood, confident, and experience moments of joy without judgment.
Deutsche Telekom's Bold Social Campaign
- Deutsche Telekom stood against social hate online, creating emotional connections and earning awards like the 2023 Grand Effie.
- Their campaign included protecting children's content online, demonstrating how brands can stand for societal good.