Brands Must Respond to How ‘Nouveau Nihilism’ Is Shaping Consumer Choices

In an era where economic uncertainty and shifting life expectations are driving a ‘live for today’ mindset, marketers must adapt to remain relevant. That’s the key takeaway from ‘Navigating Nouveau Nihilism: How Brands Can Thrive in the YOLO Economy’, a new report from Effie Worldwide and Ipsos US. The report explores how changing consumer behaviours - rooted in the growing prioritisation of present enjoyment over future planning - are reshaping the landscape of effective brand communication.

‘Navigating Nouveau Nihilism: How Brands Can Thrive in the YOLO Economy’ takes as its starting point the way that increasing unattainability of traditional milestones have led to this shift in mentality amid economic uncertainties – a trend termed “nouveau nihilism” in Ipsos’ 2024 Global Trends.

The report explores how this trend – a complex backlash against the pressures of our social media-obsessed, politically polarised, and economically unequal world – is a sentiment that has grown globally. In the United States, agreement with the statement that "The important thing is to enjoy life today, tomorrow will take care of itself" jumped from 52% in 2013 to 64% in 2024. Gen z (69%) and Millennials (65%) are at the forefront of this generational shift.

Building on these findings, Effie and Ipsos conducted new research to understand how this mindset is influencing consumer expectations of brands, and how marketers can respond effectively.

Key takeaways show that consumers want brands to:
- Build financial confidence by offering reassurance (46%), practical solutions for today (44%), and a hopeful vision for the future (43%).
- Foster optimism through meaningful present-day experiences (38%), small joys (35%), and indulgences that make everyday life feel worthwhile (33%).
- Support a judgment-free life by acknowledging uncertainty (41%) and using humor (40%) to ease the gap between expectations and reality.

‘Navigating Nouveau Nihilism: How Brands Can Thrive in the YOLO Economy' provides guidance for brands adapting to shifting priorities. By acknowledging changing consumer values with empathy and the importance of balancing immediate gratification with long-term stability, brands can build meaningful connections, deliver emotional resonance, and drive growth.

To bring these lessons and strategies to life, the report showcases successful examples from Effie-winning campaigns that have effectively struck this balance:

- Prudential and McCann New York’s ‘Now What?’ campaign – an empowering, proactive approach to reframing financial planning tied to positive life moments to help consumers navigate their uncertain futures

- Heinz and Wieden+Kennedy New York’s ‘Irrational Love’ campaign – involving the transformation of everyday condiment use into extraordinary experiences full of joyful moments by celebrating passionate fan stories

- DoorDash and GUT's ‘Self Love Bouquet’ campaign –promoting self-acceptance and empowering consumers by challenging societal norms with humour

“At Effie, we’re focused on what drives real marketing effectiveness—and this research shows that effectiveness today requires more than just relevance,” said Traci Alford, global CEO of Effie Worldwide. “Brands must meet consumers where they are: navigating uncertainty, seeking joy, and redefining success on their own terms. ‘Nouveau nihilism’ isn’t apathy—it’s a shift in priorities. The most effective marketers will be those who respond with empathy, creativity, and a clear value exchange that resonates both in the moment and for the long term.”

“Trend Reports are everywhere. Most of them are not based on 50,000 global interviews like Ipsos Global Trends, but still, it’s easy enough for a brand today to find a relevant trend to align with. But there is a big difference between jumping on the latest bandwagon and delivering an experience that is authentically aligned to your brand perception,” noted Pedr Howard, EVP and head of creative excellence at Ipsos North America. “When it comes to the idea of Nouveau Nihilism, brands can make a lime green post about “brat summer” … or they can lean into how this trend affects their category and empower people to navigate the challenge, in the way that our three highlighted Effie winners did here. I hope you enjoy this report!”

Read the full report here.