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182.446 172.707 181.869 173.114 181.444C173.521 181.019 174.073 180.78 174.649 180.78V180.78C175.225 180.78 175.777 181.019 176.184 181.444C176.591 181.869 176.82 182.446 176.82 183.047Z" fill="transparent" stroke="black" stroke-width="1.6"></path><path d="M176.82 39.5471V73.5592H209.379V1H189.844V35.0121C189.844 35.6135 189.615 36.1903 189.208 36.6155C188.801 37.0407 188.249 37.2796 187.673 37.2796C187.097 37.2796 186.545 37.0407 186.138 36.6155C185.731 36.1903 185.502 35.6135 185.502 35.0121V1H163.796V35.0121C163.796 35.6135 163.567 36.1903 163.16 36.6155C162.753 37.0407 162.201 37.2796 161.625 37.2796C161.05 37.2796 160.498 37.0407 160.09 36.6155C159.683 36.1903 159.455 35.6135 159.455 35.0121V1H139.919V73.5592H172.478V39.5471C172.478 38.9457 172.707 38.369 173.114 37.9437C173.521 37.5185 174.073 37.2796 174.649 37.2796V37.2796C175.225 37.2796 175.777 37.5185 176.184 37.9437C176.591 38.369 176.82 38.9457 176.82 39.5471Z" fill="transparent" stroke="black" 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108.346C254.309 107.931 254.082 107.366 254.082 106.778V73.5137H232.615V106.778C232.615 107.366 232.388 107.931 231.986 108.346C231.583 108.762 231.037 108.996 230.468 108.996C229.898 108.996 229.352 108.762 228.95 108.346C228.547 107.931 228.321 107.366 228.321 106.778V73.5137H209V144.478H241.202V111.214C241.202 110.625 241.428 110.061 241.831 109.645C242.233 109.23 242.779 108.996 243.349 108.996C243.918 108.996 244.464 109.23 244.867 109.645C245.269 110.061 245.495 110.625 245.495 111.214Z" fill="transparent" stroke="black" stroke-width="1.6"></path></svg></div></div></div></div><button aria-label="Close menu" class="sc-cd236c3f-9 hBnpHv"></button></div><div tabindex="-1" data-testid="sentinelEnd"></div></li><li class="sc-24e0d80a-8 khDLjE"><button aria-label="Open sub menu" data-type="card" data-active="false" class="sc-24e0d80a-10 ivXpbo"><span class="jsx-2603747583">Work</span></button><div tabindex="-1" data-testid="sentinelStart"></div><div tabindex="-1" class="sc-cd236c3f-0 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fill="transparent" stroke="black" stroke-width="1.6"></path><path d="M107.36 111.214V144.478H139.919V108.996V73.5137H120.384V106.778C120.384 107.366 120.155 107.931 119.748 108.346C119.341 108.762 118.789 108.996 118.213 108.996C117.637 108.996 117.085 108.762 116.678 108.346C116.271 107.931 116.042 107.366 116.042 106.778V73.5137H94.336V106.778C94.336 107.366 94.1073 107.931 93.7002 108.346C93.2932 108.762 92.741 108.996 92.1654 108.996C91.5897 108.996 91.0376 108.762 90.6305 108.346C90.2234 107.931 89.9947 107.366 89.9947 106.778V73.5137H70.459V144.478H103.019V111.214C103.019 110.625 103.247 110.061 103.654 109.645C104.061 109.23 104.613 108.996 105.189 108.996C105.765 108.996 106.317 109.23 106.724 109.645C107.131 110.061 107.36 110.625 107.36 111.214Z" fill="transparent" stroke="black" stroke-width="1.6"></path><path d="M245.495 111.214V144.478H277.697V108.996V73.5137H258.376V106.778C258.376 107.366 258.15 107.931 257.747 108.346C257.345 108.762 256.799 108.996 256.229 108.996C255.66 108.996 255.114 108.762 254.711 108.346C254.309 107.931 254.082 107.366 254.082 106.778V73.5137H232.615V106.778C232.615 107.366 232.388 107.931 231.986 108.346C231.583 108.762 231.037 108.996 230.468 108.996C229.898 108.996 229.352 108.762 228.95 108.346C228.547 107.931 228.321 107.366 228.321 106.778V73.5137H209V144.478H241.202V111.214C241.202 110.625 241.428 110.061 241.831 109.645C242.233 109.23 242.779 108.996 243.349 108.996C243.918 108.996 244.464 109.23 244.867 109.645C245.269 110.061 245.495 110.625 245.495 111.214Z" fill="transparent" stroke="black" stroke-width="1.6"></path></svg></div></div><div class="sc-cd236c3f-5 hYyOqK"><div class="sc-a189ca85-0 ldkisX"><p class="sc-a189ca85-1 joiXVl">Featured work</p><ul class="sc-a189ca85-6 iwTkZI"><li class="sc-a189ca85-5 ixTXQe"><article class="sc-41e26ec-4 hubIyH"><a href="/work/more-than-meets-the-eye/" class="sc-41e26ec-6 bLZyfw"><div class="sc-41e26ec-5 itBCsQ"><div class="sc-f1a048-0 hGhlbl sc-41e26ec-1 dxxhfq"><p class="sc-8a759322-0 ioVPsE small">Lifestyle & leisure</p></div><div class="sc-41e26ec-0 fKrdlJ"><img alt="" loading="lazy" decoding="async" data-nimg="fill" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;object-fit:cover;color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' %3E%3Cfilter id='b' color-interpolation-filters='sRGB'%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3CfeColorMatrix values='1 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 100 -1' result='s'/%3E%3CfeFlood x='0' y='0' width='100%25' height='100%25'/%3E%3CfeComposite operator='out' in='s'/%3E%3CfeComposite in2='SourceGraphic'/%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3C/filter%3E%3Cimage width='100%25' height='100%25' x='0' y='0' preserveAspectRatio='xMidYMid slice' style='filter: url(%23b);' href='data:image/jpeg;base64,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'/%3E%3C/svg%3E")" sizes="(max-width: 768px) 100vw, (max-width: 1024px) 60vw, (max-width: 1920px) 50vw, 33vw" srcSet="/_next/image?url=https%3A%2F%2Fcms.webershandwick.com%2Fwp-content%2Fuploads%2F2023%2F06%2FResized-20191127_johan_wennerstrom_visit_sweden__DSC6500-1-1.jpg&w=256&q=75 256w, 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p"><strong>Visit Sweden</strong></h3><p class="sc-8a759322-0 ioVPsE">More to a place than meets the eye</p></div></div></a></article></li><li class="sc-a189ca85-5 ixTXQe"><article class="sc-41e26ec-4 hubIyH"><a href="/work/chewed-gum-becomes-treasure/" class="sc-41e26ec-6 bLZyfw"><div class="sc-41e26ec-5 itBCsQ"><div class="sc-f1a048-0 hGhlbl sc-41e26ec-1 dxxhfq"><p class="sc-8a759322-0 ioVPsE small">Creative, design & content</p></div><div class="sc-41e26ec-0 fKrdlJ"><img alt="" loading="lazy" decoding="async" data-nimg="fill" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;object-fit:cover;color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' %3E%3Cfilter id='b' color-interpolation-filters='sRGB'%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3CfeColorMatrix values='1 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 100 -1' result='s'/%3E%3CfeFlood x='0' y='0' width='100%25' height='100%25'/%3E%3CfeComposite operator='out' in='s'/%3E%3CfeComposite in2='SourceGraphic'/%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3C/filter%3E%3Cimage width='100%25' height='100%25' x='0' y='0' preserveAspectRatio='xMidYMid slice' style='filter: url(%23b);' href='data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAoAAAAGCAMAAADNLv/0AAAAtFBMVEUKCgsSDg6CZ11TPjkxLS1PTk6IiIjU1dXp6urj5eUNDQ0sHh2tgHR0TUc5MzFYV1dHRkZRUlKwsrLf4eEtJiNUQz2cd26HZVk7OTRDQT8tLCwuLi41NzdnaGiLcmWtjHydfm+TeGlKPjc5NTIZGRk0NTVhaGY/Pz6Xe2tWSEGsk4V+a2KLcmRYTkhjYmIuLS0lJSZ2dXSUc2EwKCUqJiQeHBuBZ1hHOzSbm5uTkpNlZGOurq2OmIWnAAAASElEQVQI1wXBgwHAAAwAsM62bdv6/68lAAiK4QRJ0QywHC+IkqyoGuiGadmO6/kBhFGcpFlelBXUTdv1wzjNC6zbfpzX/bzfD5dLBusp5PL7AAAAAElFTkSuQmCC'/%3E%3C/svg%3E")" sizes="(max-width: 768px) 100vw, (max-width: 1024px) 60vw, (max-width: 1920px) 50vw, 33vw" 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treasure</p></div></div></a></article></li><li class="sc-a189ca85-5 ixTXQe"><article class="sc-41e26ec-4 hubIyH"><a href="/work/a-new-use-for-old-stories/" class="sc-41e26ec-6 bLZyfw"><div class="sc-41e26ec-5 itBCsQ"><div class="sc-f1a048-0 hGhlbl sc-41e26ec-1 dxxhfq"><p class="sc-8a759322-0 ioVPsE small">Non-profit</p></div><div class="sc-41e26ec-0 fKrdlJ"><img alt="" loading="lazy" decoding="async" data-nimg="fill" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;object-fit:cover;color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' %3E%3Cfilter id='b' color-interpolation-filters='sRGB'%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3CfeColorMatrix values='1 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 100 -1' result='s'/%3E%3CfeFlood x='0' y='0' width='100%25' height='100%25'/%3E%3CfeComposite operator='out' in='s'/%3E%3CfeComposite 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style="opacity:0"/><div class="sc-8047a74c-0 hKvtwG"><div class="sc-853321fc-2 jYqVwm"><button type="button" class="sc-853321fc-0 fSauOL">Predictions</button><div class="sc-853321fc-1 bTepXW"></div></div></div><p class="sc-8a759322-0 ioVPsE sc-53e1140-5 iFXVZh large"><strong>Published</strong><time dateTime="12/20/2024" class="sc-53e1140-6 czhoUL">12/20/2024</time></p></div></div></div></section></div></div><div class="sc-d820be09-0 ldwKM"><section class="sc-9bcd61cd-0 lgTPMZ"><div class="sc-9bcd61cd-2 ghWCwV"><img alt="" loading="lazy" decoding="async" data-nimg="fill" style="position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;object-fit:cover;object-position:top;color:transparent;background-size:cover;background-position:top;background-repeat:no-repeat;background-image:url("data:image/svg+xml;charset=utf-8,%3Csvg xmlns='http://www.w3.org/2000/svg' %3E%3Cfilter id='b' color-interpolation-filters='sRGB'%3E%3CfeGaussianBlur stdDeviation='20'/%3E%3CfeColorMatrix 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/_next/image?url=https%3A%2F%2Fcms.webershandwick.com%2Fwp-content%2Fuploads%2F2024%2F12%2Fpredictions_website_1220.png&w=3840&q=75 3840w" src="/_next/image?url=https%3A%2F%2Fcms.webershandwick.com%2Fwp-content%2Fuploads%2F2024%2F12%2Fpredictions_website_1220.png&w=3840&q=75"/></div></section><section id="wysiwyg" class="sc-a14661c8-0 hDaQvL"><div class="sc-a7a4bf46-0 jNgiKQ"><div class="sc-a14661c8-2 gQtEQp"><div class="sc-a14661c8-1 eNkeAw"><div class="sc-a14661c8-3 hIcKoW" style="opacity:0;transform:translateY(100px)"><div class="sc-a7a4bf46-0 ehAnhz"><div class="sc-a14661c8-4 gdNgGX"><p>The supreme importance of personal emotional value — my safety, my security, my health and my happiness – was the most prominent finding of The Weber Shandwick Collective’s 2024 global research study “<a href="https://webershandwick.com/value">What We Value</a>.” It was on full display in the 2024 US presidential election and elections around the world. And is likely to be even bigger factor in 2025, as the push and pull of decidedly different political, economic and cultural views once again create a period of heightened uncertainty and turbulence.</p> <p> </p> <p>How do you earn a valuable place in the lives of consumers in this environment? Despite the obvious challenges, you must do one thing particularly well: contribute to their culture. Culture drives commerce. And as the saying goes, you have to be in it, to win it. But how?</p> <p> </p> <h4>Get closer</h4> <p> </p> <p>Sources of influence are increasingly personal – with individuals seeking out passion and point-of-view based communities and content creators as their sources (and sensais). Brands will need to identify, understand and activate their most important communities and those who hold the most sway over them. It will take a lot more data and a lot more digging to get right.</p> <p> </p> <p>They need to know the language, the landscape, the norms and the no-nos as they seek to engage specific subsets of influence and interest. The conversation, the content, the polish of the pictures all need to be right for the community – whether it’s the manosphere or the mamasphere. This isn’t artifice. It’s recognizing what’s appropriate in what place. You wouldn’t show up to a backyard bbq in a cocktail dress.</p> <p> </p> <h4>Get emotional</h4> <p> </p> <p>Consumers enter 2025 feeling, yet again, off balance as the seeming permacrisis – and pocketbook pressure — prevails. Of course, consumers want good things at a fair price. But they also want to feel better — happier, safer, more secure, healthier, smarter. And, perhaps, even “righter.” No matter what, brands need to prompt consumers to feel enough personal value so they care enough to engage, share, click or buy. Contribute joy. Contribute peace. Contribute laughter, security, validation or swagger. Above all, the key is to contribute.</p> <p> </p> <h4>Get ready</h4> <p> </p> <p>Polarization, politicization, social media and AI are a just a few of the forces shaping and reshaping how consumers engage with brands and one another. Same goes for their employers. It’s hard for individuals to navigate the day-to-day. And even harder for brands. Getting the personal right is filled with pitfalls but pays dividends. You need a constant finger on the pulses that matter combined with diverse expertise, agility, boundless imagination and a stomach of steel.</p> <p> </p> <p>When the personal is paramount, earning a valuable place in the lives of consumers is the priority. It’s an expertise- and creativity-powered art, a data-fueled science, and a dance that starts and ends with getting comfortable with the fact that the behavioral, cultural, technological and behavioral ground beneath us will be constantly shifting.</p> </div></div></div></div></div></div></section></div></div></div></article></main></div><div class="sc-3182e3f2-1 hObbXy" style="min-height:100vh;opacity:0;transform:translateY(100px)"><div style="background-color:transparent;height:100%"></div></div><footer class="sc-9ba9f69e-0 ijBUAT"><div class="sc-9ba9f69e-1 dpZeWm"><div class="sc-9ba9f69e-2 kechLN"><a href="#" class="sc-853321fc-0 jqkieZ sc-9ba9f69e-3 wCxQh"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M12 5.25v13.5M17.25 10.5 12 5.25 6.75 10.5" stroke="currentColor" stroke-width="2" stroke-miterlimit="10" stroke-linecap="round" stroke-linejoin="round"></path></svg></a><div class="sc-9ba9f69e-4 helExM"><a href="/" 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Joy also provides senior oversight of many of the firms’ largest and most ambitious client relationships. 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And is likely to be even bigger factor in 2025, as the push and pull of decidedly different political, economic and cultural views once again create a period of heightened uncertainty and turbulence.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eHow do you earn a valuable place in the lives of consumers in this environment? Despite the obvious challenges, you must do one thing particularly well: contribute to their culture. Culture drives commerce. And as the saying goes, you have to be in it, to win it. But how?\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch4\u003eGet closer\u003c/h4\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eSources of influence are increasingly personal – with individuals seeking out passion and point-of-view based communities and content creators as their sources (and sensais). Brands will need to identify, understand and activate their most important communities and those who hold the most sway over them. It will take a lot more data and a lot more digging to get right.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThey need to know the language, the landscape, the norms and the no-nos as they seek to engage specific subsets of influence and interest. The conversation, the content, the polish of the pictures all need to be right for the community – whether it’s the manosphere or the mamasphere. This isn’t artifice. It’s recognizing what’s appropriate in what place. You wouldn’t show up to a backyard bbq in a cocktail dress.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch4\u003eGet emotional\u003c/h4\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eConsumers enter 2025 feeling, yet again, off balance as the seeming permacrisis – and pocketbook pressure \u0026#8212; prevails. Of course, consumers want good things at a fair price. But they also want to feel better \u0026#8212; happier, safer, more secure, healthier, smarter. And, perhaps, even “righter.” No matter what, brands need to prompt consumers to feel enough personal value so they care enough to engage, share, click or buy. Contribute joy. Contribute peace. Contribute laughter, security, validation or swagger. Above all, the key is to contribute.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch4\u003eGet ready\u003c/h4\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003ePolarization, politicization, social media and AI are a just a few of the forces shaping and reshaping how consumers engage with brands and one another. Same goes for their employers. It’s hard for individuals to navigate the day-to-day. And even harder for brands. Getting the personal right is filled with pitfalls but pays dividends. You need a constant finger on the pulses that matter combined with diverse expertise, agility, boundless imagination and a stomach of steel.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eWhen the personal is paramount, earning a valuable place in the lives of consumers is the priority. It’s an expertise- and creativity-powered art, a data-fueled science, and a dance that starts and ends with getting comfortable with the fact that the behavioral, cultural, technological and behavioral ground beneath us will be constantly shifting.\u003c/p\u003e\n","button":{"type":"link","link":null,"title":"","module_id":false,"icon":false},"image":false,"media_promo":{"media_type":"","title":"","subtitle":"","external_link":{"external":false,"url":"","post":false,"title":"","target":"_self"},"agency":false,"program":false,"image":false,"pattern_color":false},"media_embed":{"title":"","description":"","embed_link":{"external":false,"url":"","post":false,"title":"","target":"_self"},"embed_iframe":""},"links_table":{"title":"","content":false},"container":{"no_gutters":false,"size":""}}]}],"width_ratio":false,"show_column_divider":false,"show_border_top":false,"show_border_bottom":false,"no_margin_top":false,"no_margin_bottom":false,"container":{"no_gutters":false,"size":""},"id":"wysiwyg"}],"settings":{"header":{"text":{"color":""},"hide_menu":false,"additional_navigation":[]},"general":{"text":{"pre_load_color":"","color":""},"background":{"variant":"solid","solid":{"pre_load_color":"","color":""},"gradient":{"main_colors":false}},"hide_menus":false},"footer":{"text":{"color":"","hover_color":""},"background":{"color":""},"image":false,"show_related_post":false,"related_post":{"scroll_message":"","post_link":null}}},"author_type":"existing"},"taxonomies":{"news_category":[{"id":100,"slug":"povs","name":"POVs","taxonomy":"news_category","lang":"en","count":28,"parent_id":0,"acf":null}],"news_tag":[{"id":193,"slug":"predictions","name":"Predictions","taxonomy":"news_tag","lang":"en","count":1,"parent_id":0,"acf":null}]},"yoast_seo":{"title":"Consumers in 2025: The Primacy of Personal remains a defining force - Weber Shandwick","meta_description":"How do you earn a valuable place in the lives of consumers today? 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