01 I will survive Copyright © 2022 Accenture. All rights reserved. 10 Families who are seeking to make ends meet are cutting back on non-essentials like media and subscription services, resulting in a phenomenon dubbed the “Great Cancellation”. People are cancelling gym memberships, pausing contributions to pensions, and abandoning health and life insurance policies. Recent studies in the UK suggest 5% have cancelled their home and contents insurance over the past 12 months, and 6% or 1 million households don’t intend to renew in the coming year. 21 The cost-of- living crisis may also exacerbate loneliness as one of the first expenses people drop will be their social activities. Brands that find ways to meet the resulting need will do well in the long run. We’re also witnessing a change in how people use social media. Rather than accounts portraying the perfect life, real people want to see and connect with real people, complete with shortcomings and vulnerabilities. BeReal has rapidly gained in popularity with over 10 million daily active users—the concept is simple and is a far cry from the edited and staged content on almost every other platform. 22 + renaissance painting, hyper detailed, pin light, portrait, aspect ration 3:2, change 100, algorithm version 4