This report looks beyond trends to fundamental shifts in people's attitudes and behaviour — and what they mean for brands in the future.

The report finds that Covid-19 and concurrent world events have profoundly impacted what we talk about on Meta's platforms and the way we do it.

The events served as a call to action, spurring individuals to reevaluate their purposes and priorities in life, sparking new behaviours and throwing the spotlight on social issues. 

Perhaps it's the two years we've spent living in sweatpants and on Zoom, with our co-workers' washing up and roaming pets as backdrop: We're behaving more openly on social media.

Individuals are speaking out, turning up the volume on that well-worn buzzword 'authenticity.' This can be seen in conversation around body positivity, which is up 96%, our sexuality, our heritage and our abilities. 

This is good for society and it also matters for business. If brands and agencies are to succeed in the future, it's up to us to understand and respond to cultural shifts. That means talking to customers in their own, unvarnished language about the things they care about.

As we look towards planning for next year and beyond, here are some of the key trends the survey, based on people from over 12 markets over the past 15 months, has shown.

Identity activism

We're living in an era of rising conversation about everything related to our genders, from equality to fluidity.

At a time of self-expression, it's not surprising that it is making waves on social platforms — hashtags like '#they', '#nonbinary' and '#trans' have seen double-digit rises in the last year.

This openness extends to sexuality and cultural heritage, as people are increasingly finding joy in talking about parts of themselves that they might once have hidden. Cultural celebrations have all been featuring prominently on our platforms, and technology is empowering social media movements such as: 
  • '#LoveIsLove'
  • facilitating purchase choices (with #BlackOwnedBusiness trending), and
  • amplifying boycotts, protests and signature campaigns.
The racial reckonings ranging from 2020 to 2022, including the Black Lives Matter movement, continue to make an impact, as people take to social to protest against historical injustices and build more equitable futures. In the United Kingdom, conversations around colonialism on Facebook have increased 87% in the past year. With Gen Z and millennials, it's particularly important.

It's refreshing to see that this activism is having a positive effect, helping to drive acceptance and inclusion. Globally, 47% of respondents say society is more inclusive now than a year ago, though the rate of change varies widely across societies and there are, of course, still big challenges ahead.

How can brands respond? By making marketing a force for good. Consumers are increasingly looking for businesses to solve society's problems, but they've never been better attuned to phoniness. Partner with relevant communities and use your voice to amplify pride, encourage acceptance and drive real change.

Rethinking relationships

Another trend is the way in which individuals are approaching relationships. After months of isolating together and apart, unions of all stripes are being celebrated. 

In the coming years, we'll be finding new ways to forge authentic connections with people, including in the metaverse. We're only at the beginning here — it'll be five to 10 years until this new paradigm is fully realised — and that makes it a blank canvas. 

Meanwhile, outside our intimate friendships, we're developing our own nano communities aligned to nuanced interests — gathering places that include Facebook Groups and Instagram hashtags. 

We're finding that, in these digital nooks, conversations often among strangers can be remarkably honest and supportive. People are also connecting around areas that were once stigmatised, like mental health.

Greater expectations

For many of us, the stresses brought about by the pandemic have contributed to our desire to lead more balanced lives and re-evaluate priorities, and our survey reflects this.

Conversations about self-reflection, self-love and mindfulness have increased and alternative wellness has increased as well, seeing approaches such as:
  • botanicals
  • acupuncture
  • meditation
  • energy healing
  • nature therapy, and
  • yoga.
We're also reconsidering our careers, opening ourselves up to new possibilities and more autonomy: Independence, flexibility and choice are now key concerns for workers globally. One thing that the survey saw is happening less is switching up locations. Overall, house moving is down on previous years.

Planet protectors

Finally, a conversation topic that is being seen more is sustainability. Globally, 69% of respondents to our survey believed brands should care about the environment and provide sustainable living products for consumers and sustainable tourism options for leisure activities.

That's a big change from just a few years ago and it's down to an increasingly visceral awareness of climate change; the steady drumbeat of news about increasing droughts, unprecedented floods, unseasonal heatwaves and ferocious wildfires that can no longer be ignored.

Greenwash at your peril — as Millennials approach their peak spending years, they'll be holding businesses to account. Forward-thinking companies are increasingly pushing beyond neutrality in their approach to sustainability, shifting from 'carbon neutral' to 'planet positive'.

From identity openness to activism to concern for the climate, the developments seen in the way the world is using social are hugely positive. Whatever your objective, you're not alone.

People have entered an age of collaboration, and whether it's an AR developer, an NGO with expertise in sustainability, or even a business rival, there's a group or individual out there to partner with and move your business forward — all you need to do is find them. 

Individuals can access the report here

For more information, visit www.facebook.com.