Fear of going out, more local living, increasingly digitally connected lives and a new focus on data privacy provide the context marketers will be working in during 2021 – and all this in a polarised society, adds the annual Carat Trends report.

What can we expect? 

Carat also identifies a number of shorter term patterns and innovations that will have an impact on the media landscape and teases out some implications for the future of the industry.

• Fear of going out intersects with a growth in augmented reality to enable contactless experiences and shopping. 
• Thriving suburbs and hollowed out town...