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.
73%
Of conversations with ChatGPT were personal.
10.8%
Growth worldwide of personal wealth in 2025, the fastest rate in at least three years.
16%
Of all American adults use AI for companionship, and a quarter of adults under 30.
80%
Of users are seeking entertainment on TikTok.
58%
Of single 13-39-year-olds agree that “romantic relationships aren’t my priority right now".
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.
90%
The rise in The Economist’s ultra-luxury-services index since 2019.
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.
68%
Of consumers are dissatisfied with the amount of sponsored content on their feeds.
80%
Of Gen Z respondents said they have an unhealthy relationship with their phone, compared to 74% for other generations.
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.
30%
Of young people say that they don’t know how to make friends.
+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.
32%
Of HNW clients state that they buy luxury fashion as a mark of status.
21 points
Percentage gap between the number of Gen Z women who define themselves as feminists, versus the number of Gen Z men.
$360 billion
The estimated worth of the resale market by 2030, expanding three times faster than the firsthand market.
30%
Of Gen Z and Millennials in the U.S. report prioritising wellness “a lot more” compared with one year ago.
22%
The increase in the net worth of the United States’ billionaires in 2025.
DINKs
Dual Income No Kids. The 5% of Americans who are living like the new 1%.
$49 billion
The quarterly earnings of America’s five biggest banks in the second quarter of 2026.
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
1 million
New millionaires were added to the world in 2025.
40.5%
Of our day is made up of media and tech across all formats.
35%
Of the luxury travel market is now composed of travelers with net worths of between $100,000 and $1 million.
80%
Of core consumers who appreciate subtle nods to specific cultures in advertising.
40%
Of the online population are now blocking ads. This includes 45% of the top 25% income bracket.
39%
Increase in Gen Z’s marathon run participation since 2023.
1 in 7
Of 10–19-year-olds experience mental health conditions, globally.
-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.
55%
The proportion of Gen Z who rank mental health as one of their top three reasons for exercising.
自信
Zixin, the term in China for “self-confidence,” and a the core driver of a new Chinese consumer identity.
13 hours and 5 minutes a day
The predicted average time spent on media and technology by U.S. consumers in 2026.
33%
Of the increase in U.S. cultural conflict since 2000 is believed to be caused by cable news.
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.
$247.1 billion
Contribution of tourist activity to the economy of the Gulf states.
"Kidmaxxing"
Parenting numerous children is emerging as the ultimate status symbol.
87%
Of consumers believe it’s likely that influencers don’t even use the products they advertise.
1st time
31: the average age of 1st time home buyers in 2016. 10 years later it is 40
$794.5 billion
The predicted value of the wellness market by 2029.
20%
Of ChatGPT conversations end in advertising prompts.
$54 trillion
In wealth will pass to surviving spouses by 2048 in the U.S., 95%+ to go to women.
2.5%
Global growth is projected to slow in 2026 – the weakest since the Covid pandemic.
$24.4 million
The amount Meta paid in 2025 to protect Mark Zuckerberg and his family.
“Tendency maximising”
A term used by psychologists to refer to the consumer belief that something better is possible if they search harder.
Parasocial relationships
Defined as a connection between an individual “and a famous person they don’t know, a [fictional] character, or artificial intelligence”.
94%
Of consumers in China say wellness is a “top” or “important” priority.
1 in 4
Young Europeans do not socialise even once a week.
1.71
The global birth rate in 2025, down from 3.78 in 1950.
70%+
Of the customers that the luxury market lost plan to come back, but not to specific brands.
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.
Brand Authority
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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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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