The myth of the connected consumer

Our fifth 'Forward 50' trends piece looks at just how connected we are in this age of social media.

Facebook: an illusion of intimacy?
Facebook: an illusion of intimacy?

More than 50% of Facebook's users have 100 or more "friends" on the social network, according to its own data. However, brands should not confuse the illusion of intimacy via social platforms with genuine intimacy in the real world.

While social networks have empowered consumers to connect across geographical and cultural barriers, the reality is that many British consumers feel fundamentally alone. Trends consultancy Future Foundation has identified as a key trend the emergence of the "naked citizen", a consumer who believes that they will receive no support from the state and feel they are "in it alone", in coalition Britain.

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The top 10 brands favoured by Remainers and Brexiters
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1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

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