3 Counter-Trends To Shape Your Brand Strategy Through 2027

Consumer behavior is in a constant state of rebalancing. When a trend that started out as a good thing has gone too far, consumers pull back — shifting their values and behavior in the opposite direction.

Call it a “pendulum effect,” and our strategy and foresight teams are watching it happen in real time across three distinct areas. Brands that fail to evolve with these emerging attitudes and stick to the status quo risk being seen as tone deaf in the near future.

1. The Immersion Movement

Daily life has never moved faster. Same-day delivery, always-on work culture, and the relentless churn of short-form content have compressed our attention spans and our patience. But consumers are taking a pause — not by logging off, but by deliberately carving out space for depth, craft, and presence.

The evidence:

• Long-form YouTube is booming. This trend began popping as early as 2024 when viewing of videos 30 minutes or longer rose 8% on the platform. That’s because it creates an extended, contemplative pause and is less likely to be AI-generated, creating a sense of quality control.

• GenZ embraces ‘grannycore.’ From crochet and embroidery to ceramics and calligraphy — these aren't hobbies people have taken up despite being busy; they're a direct response to it. The fact that these activities take time and yield a tangible result is what’s driving this counter-culture movement.

  
  

Brand check: Are you allowing your customers to immerse themselves in the moments and content they want to savor? Have you blueprinted your journeys to consider where you could offer depth instead of speed — and whether you're treating every touchpoint as a transaction?

2. Ownership Nostalgia

The subscription economy promised convenience and access, but in the bargain, consumers have begun to realize that they lost something: ownership. While people continue to be conscious about consumerism, they are also demonstrating a renewed desire to actually own things. At the root of this trend is higher levels of anxiety and uncertainty — with “things” psychologically offering a sense of security and comfort.

The evidence:

• Vinyl sales hit a new milestone. 2025 marked a new milestone in vinyl growth in the U.S., with revenue surpassing $1 billion for the first time — driven in large part by Gen Z consumers who want the ritual of physical ownership and the ability to show their fandom through their Taylor Swift album on display.

• Collectibles are having a moment (again). From Labubu figures to trading cards, the collectibles renaissance is driven by the same psychology: these aren't just purchases, they're declarations. You have something. You can hold it, display it, and pass it on.

  
  

Brand check: How is your brand giving customers a sense of security through your offerings? Even brands that live primarily in the digital or service space should ask whether there's a physical expression of their value that would deepen loyalty and emotional connection.

3. The Privacy Premium

In the digital era, consumers have operated under an implicit agreement: personal data for access. While it once felt helpful to have customized experiences and recommendations, it now feels intrusive and oppressive (click on a pair of shoes online and you’ll see ads for them for weeks.) Consumers are looking for ways to regain control or pay to escape it entirely.

• Consumers are fleeing the infinite scroll. Users are retreating from public feeds into intentional, closed communities: private Discord servers, group chats, curated newsletters. From ad-free streaming accounts to Facebook’s recent Friends Tab, giving consumers a break from the algorithm can be good for business.

• The in-store comeback is partly a privacy play. 61% of Gen Z now prefers to discover new products in-store — a clear push back from algorithm-led shopping experiences. Physical retail offers a sense of serendipity and refuge from the ad machine.

  
  

Brand check: A privacy is becoming a premium, how is your brand differentiating by giving consumers control of their data and how it is used by your brand? Have you evaluated your digital preferences with this in mind?

These shifts are in process, and the window to get ahead of them is open — but not indefinitely. Brands that move first have the opportunity to build trust and loyalty. The ones that wait will find themselves targeting a consumer who has already moved on.

To take a deeper dive into these trends and what they mean for your brand strategy, reach out at info@empatixconsulting.com