In a world where the future increasingly feels unpredictable, many of us are reevaluating our approach to life and consumption. This emerging trend is captured in a ‘nouveau nihilism’ movement, Ipsos and Effie have highlighted in their latest trends*.

Growing up in Germany as an early millennial with parents influenced by post-war thrift, I was imbued with a keen awareness of economic prudence. From a young age, my grandmother taught me to value simple pleasures over extravagances – choosing the affordable over the luxurious Magnum ice cream. As I matured, I learned to indulge and celebrate moments of joy, embodying the essence of this contemporary trend.

Understanding nouveau nihilism

This isn’t about the reckless ‘yolo’ moments of the past; rather, it’s a nuanced shift towards a present-focused lifestyle. Insights from the research underscore this movement’s influence in shaping global consumer behaviour, particularly among gen Z and millennials grappling with economic challenges and uncertain futures.

With a measurable rise in uncertainty, Ipsos discovered that most Americans feel a lot of uncertainty about the future, with nine percent feeling even more intensely unsure, saying they're stuck about what to do next. The importance of strategic communication in meeting consumer demands cannot be overstated.

Three strategic brand approaches for 2025

In partnership with Effie, Ipsos further explored the drivers of ‘nouveau nihilism’ and their specific impact on brands and effective communications. Supported by insights from Effie Award-winning campaigns and research in the US, brands can learn to navigate changes by addressing consumer needs in advertising with clarity.

1. Small indulgences as self-care

In current times, these small joys have become essential. According to the Ipsos/Effie data,  40% of gen Z consumers wish to see brands comprehend and cater to this desire.

Effie Gold Winner DoorDash’s ‘Self-Love Bouquet’ campaign is a prime example, turning conventional gifting upside down by empowering consumers to embrace singlehood with humour and without judgement. This campaign succeeded in reinforcing emotional connections.

2. Celebrating authentic consumer stories

Ipsos consumer feedback shows a craving for authenticity in ads, with 35% wanting brands to demonstrate how their offerings enhance daily joy. Additionally, 40% encourage using humour in ads to bridge the gap between ambitions and reality.

Heinz embraced this through its ‘It Has to Be Heinz’ campaign by spotlighting consumer narratives, converting ordinary condiment use into community-rich experiences, thereby strengthening loyalty through memorable everyday interactions.

3. Financial planning with a positive spin

Ipsos’ insights reveal that 46% of consumers desire more reassurance from brands during uncertain times. Furthermore, half of gen Z expect brands to address tensions in their ads tied to achieving milestones like home ownership.

Prudential’s ‘Now What?’ campaign successfully redefined financial planning by making it approachable and proactive during life’s positive moments. This strategic shift, grounded in the insight that insurance often overlooks these moments, not only deepened consumer relationships but also reinforced consumer empowerment and achieved remarkable business outcomes.

Practical action

Embracing nouveau nihilism requires humour, authenticity and personalisation. Strategic messaging aligned with current consumer emotions is critical. Communication bridging aspirations with reality empowers brands to champion narratives that resonate deeply, inspiring consumers to hope, connect, and thrive in an evolving world.

Just as my upbringing taught me to value simple joys, navigating the complexity of today’s world reminds us to embrace living in the moment rather than panicking in the moment. I challenge you to try it.

Claudia Oberlin is senior vice-president at Ipsos Creative Excellence

*Source: The whitepaper is based on data from Ipsos Global Trends 2024: data surveying 1,005 adults in the United States during February-April 2024.