As the human experience company, we at Starcom, have looked at consumer confidence through the lens of consumer tensions.

For when we consider the future, we are not just looking at what is going to be different, but what new tensions will arise from macro, societal changes. 

Only by identifying new conflicting needs can we start to anticipate new behaviours and define new solutions. In this report, we look at three consumer tensions; where people simultaneously want oppositional things, and pose the question; do we, as advertisers, have a responsibility to encourage consumer confidence?

Explore the full report here.