Belgian consumers crave "Heyah Mama" experiences

Belgian consumers are more sceptic toward the world’s developments

Today, people across the world face numerous uncertainties. Geopolitical tensions, extreme weather events, misinformation, and societal shifts all contribute to a sense of unease about the future. These events, coupled with ongoing political and economic changes on a global scale, have heightened feelings of uncertainty and lack of control.

Belgian consumers look with a lot of caution to the world and how it is evolving, even more than other countries do. For example, only 37% of the Belgian population think globalisation is good for our country, compared to 64% of the global average and 54% of the European average. Belgians also in particular indicate to be very uncertain about the future. They are pessimistic about the world (62%) and uncertain or pessimistic about our own country (60%). It might not surprise these events have led to a growing feeling of disillusion about the level of control one can have as an individual.

Nouveau Nihilism: navigating uncertainty through instant gratification

As a result of this uncertainty and lack of agency, nihilistic tendencies are driving consumers to live more in the moment and sometimes take rash decisions. 73% of the Belgian population agree that ‘the important thing is to enjoy today because tomorrow will take care of itself’, which is higher than the global average of 62%. Almost 7 in 10 also state they live for today because the future is uncertain. Ipsos has titled this phenomenon ‘Nouveau Nihilism’.

The implication for retailers and brands is to determine how to message to consumers who are feeling frustrated, but willing to splurge. Those indulgences can be small (a food treat in the moment) or large (a trip saved up for over time). Brands can highlight and help maximise the momentary pleasure that comes with their product or service. If doing so, they do need to take into account that marketing campaigns capitalising on the ‘live for the moment’ mentality might leave customers with a bittersweet feeling after. Alternatively there is also an opportunity to position brands as guides towards a better future. By offering solutions that address financial anxieties or provide a sense of stability, businesses can resonate through a profound human need that goes beyond the temporary bandage of instant gratification.

A Retreat to Old Systems: holding on to simpler times

Another coping mechanism related to an uncertain future, is holding on to the past. The massive success of the K3 Originals reunion -300.000 tickets sold in a matter of hours- shows people’s craving to uncomplicated enjoyment from the past. An escape to nostalgia appeals to many people around the globe. At least half in 40 of the investigated markets in Ipsos’ trends study would like their country to be the way it used to be.  

Many people find comfort in thinking about the past in a simple, idealistic way. However, this tendency, which Ipsos calls ‘Retreat to Old Systems’, can make people resist progress. They may feel like changes in society are taking them away from the traditions and values that are important to them. Businesses and organisations need to understand that what they see as progress might feel like a threat to others. This can make people want to go back to the old ways of doing things in areas like politics, religion, or social roles.  But at the same time,  it's just as important to remember that things weren't perfect in the past either. In marketing, the key to using nostalgia effectively is to understand what specifically appeals to their target audience about the past. K3 is a perfect embodiment of simpler times, magical moments, free of controversy. And that is exactly what people crave today.

Outsmart Tomorrow

Understanding emerging trends in consumer sentiment is a necessity for brand success. Ipsos Global Trends provides invaluable insights into the forces shaping consumer sentiment and behaviour. This data-driven analysis, based on a survey of 50,000 consumers representing 74% of the global population and 90% of the world's GDP, unveils significant trends and related opportunities for global and Belgian businesses.

For more, subscribe to Ipsos’ dedicated LinkedIn newsletter ‘Outsmart Tomorrow’ to receive monthly trend inspiration in your social feed. Or contact Marie Isaac, trend expert at Ipsos Belgium.