68%
Of consumers are dissatisfied with the amount of sponsored content on their feeds.
20%
Of ChatGPT conversations end in advertising prompts.
1 million
New millionaires were added to the world in 2025.
“Tendency maximising”
A term used by psychologists to refer to the consumer belief that something better is possible if they search harder.
58%
Of single 13-39-year-olds agree that “romantic relationships aren’t my priority right now".
$24.4 million
The amount Meta paid in 2025 to protect Mark Zuckerberg and his family.
21 points
Percentage gap between the number of Gen Z women who define themselves as feminists, versus the number of Gen Z men.
$54 trillion
In wealth will pass to surviving spouses by 2048 in the U.S., 95%+ to go to women.
94%
Of consumers in China say wellness is a “top” or “important” priority.
DINKs
Dual Income No Kids. The 5% of Americans who are living like the new 1%.
1 in 7
Of 10–19-year-olds experience mental health conditions, globally.
22%
The increase in the net worth of the United States’ billionaires in 2025.
自信
Zixin, the term in China for “self-confidence,” and a the core driver of a new Chinese consumer identity.
40%
Of the online population are now blocking ads. This includes 45% of the top 25% income bracket.
95%
Of Gen Z shoppers would not describe themselves as ‘impulsive’ when it comes to shopping.
3 in 5
Purchases on Depop displace the purchase of brand new items elsewhere.
10.8%
Growth worldwide of personal wealth in 2025, the fastest rate in at least three years.
1.71
The global birth rate in 2025, down from 3.78 in 1950.
Parasocial relationships
Defined as a connection between an individual “and a famous person they don’t know, a [fictional] character, or artificial intelligence”.
$247.1 billion
Contribution of tourist activity to the economy of the Gulf states.
30%
Of young people say that they don’t know how to make friends.
80%
Of core consumers who appreciate subtle nods to specific cultures in advertising.
80%
Of users are seeking entertainment on TikTok.
55%
The proportion of Gen Z who rank mental health as one of their top three reasons for exercising.
67%
Of U.S. citizens miss the “pre-plugged-in” era and 67% of Gen Z are looking to interact more in the physical world.
20%
Of consumers report liking an advertiser less after seeing their ad next to user-generated hate speech. There was a 35% reduction in the likelihood of users clicking on such ads.
30%
Of Gen Z and Millennials in the U.S. report prioritising wellness “a lot more” compared with one year ago.
2.5%
Global growth is projected to slow in 2026 – the weakest since the Covid pandemic.
$49 billion
The quarterly earnings of America’s five biggest banks in the second quarter of 2026.
1 in 4
Young Europeans do not socialise even once a week.
1st time
31: the average age of 1st time home buyers in 2016. 10 years later it is 40
70%+
Of the customers that the luxury market lost plan to come back, but not to specific brands.
90%
The rise in The Economist’s ultra-luxury-services index since 2019.
-50
Drop in points in U.S. consumers’ sentiment index since 2018 in 2025. Current inflation and financial concerns have prompted consumer sentiment to drop a further 20 points since the worst of Covid-19.
+5%
Millennials’ annual spending is 5% more than the average U.S. consumer, and they spend more on retail than baby boomers and Generation Z.
35%
Of the luxury travel market is now composed of travelers with net worths of between $100,000 and $1 million.
87%
Of consumers believe it’s likely that influencers don’t even use the products they advertise.
32%
The net worth of the top 1% of households climbed to a record share of nearly 32% of the national total in the third quarter of 2025.
73%
Of conversations with ChatGPT were personal.
25%
The fall since 2014 in the share of people who report using social platforms to (i) stay in touch with friends, (ii) express themselves or (iii) meet new people.
32%
Of HNW clients state that they buy luxury fashion as a mark of status.
"Kidmaxxing"
Parenting numerous children is emerging as the ultimate status symbol.
16%
Of all American adults use AI for companionship, and a quarter of adults under 30.
$794.5 billion
The predicted value of the wellness market by 2029.
40.5%
Of our day is made up of media and tech across all formats.
13 hours and 5 minutes a day
The predicted average time spent on media and technology by U.S. consumers in 2026.
$360 billion
The estimated worth of the resale market by 2030, expanding three times faster than the firsthand market.
80%
Of Gen Z respondents said they have an unhealthy relationship with their phone, compared to 74% for other generations.
旅居
Lǚjū” (the journey towards a more fulfilled state) is a term popularised on social media that speaks to Gen Z mood in China
39%
Increase in Gen Z’s marathon run participation since 2023.
33%
Of the increase in U.S. cultural conflict since 2000 is believed to be caused by cable news.
Matter is an intelligence, strategy and advisory company, built on a unique understanding of what matters most in today’s transforming market conditions. Our expertise and intelligence are focused on consumer behaviour, commerce and culture.
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Matter intelligence products begin with custom analysis on the macro-economic forces impacting consumer engagement, channel effectiveness, innovation and market performance.
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At a time when authentic authority drives commercial performance, Matter combines analysis of your performance and channels, with custom research on your defensible brand identity.
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We use AI to identify priority global community cohorts, before overlaying insights from our international community of experts and cultural leaders to outline key engagement levers.
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A series of strategic blueprints tailored to your business' opportunities. We outline immediate and longer term actions, presented via workshops and variable digital formats.
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Defining your next best action—our intelligence products, brand strategy and implementation consultancy deliver solutions that drive our clients’ commercial performance and increase cultural relevance.
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Brand strategies that are transformative in their commercial impact, optimising market positioning aligned to shifting consumer behaviour, and informing brand evolution and transformation.
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Custom insights determining the shape, scale and viability of a product launch, market-entry or other brand initiative or opportunity. Analysis of the potential risks and reputational drift.
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Advising the world’s most prestigious brands across fashion, beauty, luxury, and lifestyle—we utilise market-leading analytical, strategic and creative capabilities. Our insights are enhanced by on-the-ground knowledge from our unique network of industry insiders.
Matter’s team brings together a breadth of advisory and executional expertise, alongside first-hand industry experience. The core team works together with our global network of sector, vertical and market specialists, to deliver a new standard of intelligence for our clients.
Francesca leads Growth and Client Services for Matter, as well as providing strategic marketing and communications counsel to the company’s client base. Prior to founding Matter, she led the fashion and retail offer at ScienceMagic.Inc (formerly The Communications Store), leading integrated marketing and communications for the likes of Tiffany & Co., Bottega Veneta, Depop, Zegna, Ferragamo and Gabriela Hearst.
Robin leads Matter’s Intelligence and Strategic output. Prior to Matter, as Head of Content Strategy at The Business of Fashion, Robin designed how the media company services its B2B community with executive insights, company presentations, white papers and thought leadership events. In 2017, he co-created the Lyst Index and in 2021, he wrote and hosted ‘Transforming Luxury', a 6-episode podcast series downloaded 500k+ times.
Emily leads Matter’s audience analysis, cultural insights and qualitative research. She also leads the company’s AI-driven quantitative research capabilities, empowering Matter’s analysis of fashion and luxury audiences at scale. Prior to joining Matter, Emily led global audience insights capabilities at youth media brand Highsnobiety for over 6 years, and has advised organisations such as BCG, Nike, Google and TikTok.
Ismene synthesises market shifts across consumer sentiment, cultural dynamics, purchasing behaviours, sustainability and new technologies. With a background in social strategy, Ismene also provides social auditing, analysis and strategic ideation to Matter’s client base. In addition to her work with Matter, Ismene works as a freelance journalist and has regularly contributed to the Guardian, Byline, Notion, and the Observer.
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