e v rvi u ll s I wi   01 Families who are seeking to make ends We’re also witnessing a change in how meet are cutting back on non-essentials like people use social media. Rather than media and subscription services, resulting accounts portraying the perfect life, real in a phenomenon dubbed the “Great people want to see and connect with real Cancellation”. People are cancelling gym people, complete with shortcomings and memberships, pausing contributions to vulnerabilities. BeReal has rapidly gained in pensions, and abandoning health and life popularity with over 10 million daily active insurance policies. Recent studies in the UK users—the concept is simple and is a far suggest 5% have cancelled their home and cry from the edited and staged content on contents insurance over the past 12 months, almost every other platform.22 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. Copyright © 2022 Accenture. All rights reserved. 10